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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

Once a user has clicked on a certain product on the Internet or visited a certain page, the instrument of retargeting or remarketing can be used specifically to persuade this potential customer to convert on his further way through the Web. Advertisers can use cookies to mark users, for example. Retargeting has a “reminder function” in e-commerce, so to speak, which aims to increase conversions. These further advertising insertions can be made for desktop as well as mobile devices. In retargeting, users are thus addressed again by personalised online advertising, which helps to reduce wastage in online marketing. Retargeting can be carried out both at product and website level, depending on the surfing behaviour and interest shown by the respective user. The great advantage of retargeting is that online marketers can align their display advertising exactly with the corresponding interests of the users. Often, people who drop out of online shops shopping carts are presented with the matching advertisements again. Ideally, the customer then returns to the relevant website and completes the purchase or transaction after all. By means of such remarketing, companies can increase their advertising pressure online and persuade their prospective customers to conclude the transaction even more often. In addition, the costs for this are often significantly lower than for display ads. Furthermore, a higher click-through rate can be expected. Experience shows that targeted advertising works much better. Users who have already visited a particular page are more likely to complete a related transaction. Retargeting is even very well suited for branding

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

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