How is it different from remarketing?

• Retargeting uses paid ads whereas remarketing uses email campaigns

5 major goals for retargeting

• Awareness: Inform visitors about products/ features/ announcements
• Conversion: Get them to take the next step (such as form submission)
• CLV: Increase customer lifetime value by nudging them to buy more
• E-commerce: Decrease cart abandonment by sending a reminder
• Product launch: Help your customers easily discover new products

How does retargeting work?

• Add a pixel tag (short piece of code) shared by the ad network to your website
• This uses browser cookies to include website visitors in your retargeting list
• They will see your ad when they visit sites that run ads from your network

4 types of retargeting ads: Display, native, search, social media.

4 tips to optimize your retargeting ad campaigns

• Incentivize your audience with special offers not available to them before
• Limit number of ads served to the same user to avoid losing a potential customer
• Display personalized ads (dynamic retargeting) to e-commerce visitors based on products they viewed
• Optimize costs by analyzing which devices/ OS/ geographies have higher conversion