What is Retargeting?Retargeting is a form of online targeting, in which users are marked and when surfing the net are reminded of a previously visited web offer with targeted fade-ins. It is mainly used in the field of e-commerce and is ultimately intended to reduce wastage and increase the conversion rate.
- Advertising for previously visited web offers is shown
- Is frequently used, for example, for shopping basket cancellations
- Can be used both in stationary and mobile areas
- Is used in a wide variety of industries
Retargeting specifically promotes conversion
Diverse Retargeting Options
Tracking the activities of users is therefore an essential prerequisite for setting up retargeting campaigns. But not only a cancellation of the shopping cart can be an example for a retargeting target. Even if a user has only called up a certain category in an online shop, the instrument can be used. Or an interested party has aborted a download on a website: Here it is also possible to remind or display similar product downloads. Even if a user has searched for certain products or services on the net, retargeting is recommended if his search has been logged and marked. The possibilities are broad: Facebook, for example, offers retargeting measures for companies. Customers of the Google AdWords program can create their own retargeting campaigns. Retargeting can even be done the other way round. With GoogleAdWords, for example, users marked with remarketing can be saved. Such user segments can then be included or excluded in campaigns. If campaigns are aimed at acquiring new customers, existing customers can be excluded in this way. This saves advertisers some costs and can reduce wastage. However, retargeting is not always perceived as positive by users. They can sometimes feel “persecuted” as soon as they see advertising for the products they have already seen on many other pages on the Internet. Advertisers should therefore be as sensitive as possible when using this instrument. So-called frequency capping helps here, i.e. it prevents users from seeing certain insertions far too often. Ideally, the ads should always match the activities of the users and thus be relevant to them. In this way, “lost” potential customers can often be won back and prompted to make a transaction