Retargeting, also known as remarketing, is an online advertising strategy that involves targeting users who have already interacted with a website, mobile application or advertising campaign, but who have not yet completed the desired action (such as a purchase, registration, etc.). The aim of retargeting is to remind these users of their initial interest and encourage them to complete the action, by displaying personalized ads when they browse other sites or use other applications.
How Retargeting works :
- Cookies and Tracking Pixels:
- Retargeting is based on the use of cookies or tracking pixels placed on the user’s browser when they visit a website. These cookies make it possible to track the user’s actions, such as visiting a product page or adding an item to the shopping cart without making a purchase.
- Audience creation:
- Users who have interacted with the site are segmented into specific audiences based on their actions. For example, one audience may be made up of people who visited a particular product page, while another audience may include those who abandoned their shopping cart.
- Personalized advertising:
- Once audiences have been defined, personalized ads are shown to them as they browse other websites, watch videos, or use social networks. These ads are designed to remind users of the product or service they have consulted, and to encourage them to return to the site to complete their purchase.
- Retargeting platforms:
- Retargeting is often implemented via advertising platforms such as Google Ads, Facebook Ads, or third-party ad networks. These platforms deliver ads to thousands of partner sites or social networks.
Types of Retargeting :
- On-site Retargeting:
- Target users who have visited a website, but have not taken the desired action (for example, visiting a product page without buying).
- Email Retargeting:
- Send targeted emails to users who have interacted with email campaigns or abandoned their online shopping cart. For example, a reminder email to complete the purchase.
- Dynamic Retargeting:
- Display dynamic advertisements that specifically show the products or services that the user has consulted on the site. These ads are generated automatically and may include offers or discounts to encourage purchase.
- Retargeting on social networks:
- Serve ads on platforms like Facebook, Instagram, or LinkedIn, targeting users who have visited a website or interacted with a publication, but haven’t yet converted.
Advantages of Retargeting :
- Increased conversion:
- Retargeting targets users who have already shown an interest in the product or service, increasing the chances of conversion compared with traditional advertising.
- Customization:
- Retargeting ads are often more personalized and relevant, improving the user experience and making advertising more effective.
- Improved ROI:
- By focusing on users who are already engaged, retargeting can deliver a better return on investment (ROI) than advertising strategies that target a wider audience.
- Recall and recognition:
- Retargeting helps to keep the brand top of mind for the user throughout their decision-making process, increasing the likelihood that they’ll choose that brand when they’re ready to buy.
Example of Retargeting :
Let’s imagine a user visiting an e-commerce site and browsing a pair of shoes without finalizing the purchase. Thanks to a tracking pixel, this visitor is added to a retargeting list. Later, when he browses another site or social networks, he sees ads showing him that same pair of shoes, possibly with a special offer to encourage him to return and complete his purchase.
En résumé :
Retargeting is a powerful technique for reminding interested users of their initial interest and prompting them to take action. By specifically targeting people who have already interacted with a brand or product, retargeting increases the chances of conversion, improves the effectiveness of advertising campaigns and maximizes return on investment.
