Site retargeting

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Site retargeting is a display advertising technique used by marketers to display advertising to people who have previously visited their website. The marketer includes a pixel within their webpage which sets a cookie in the user's browser. [1] That cookie allows the marketer to target the website visitor with advertising elsewhere on the internet using retargeting.

Contents

A related technique used by retailers involves dynamic creative, which allows the marketer to customize the ad displayed to any site visitor, for example displaying a picture of a product the visitor was viewing earlier, but did not purchase.

Site retargeting is now commonly considered a "standard practice" among digital marketers. [2]

Social Media & Site Retargeting

The ability to "retarget", or sell ads on different websites to visitors of certain webpages, lays at the heart of most social networks business models. LinkedIn, [3] Facebook, [4] Twitter, [5] Pinterest [6] & more all allow and have detailed guides on how to run retargeting ads on their platforms. Google's business model is also built on retargeting - both in their search engine and in their display advertising network.

Personalization

Another common use of site retargeting has been to deliver personalised content to users. A common idea in marketing is the "buyer persona", where marketers create fictional characters of potential customers and think about the "customer journey" - the process that each fictional customer needs to make until it decides to buy the product. [7] Site retargeting makes it easier to keep track of where each user is on their customer journey - and thus personalize the content that is shown to the user accordingly. [8]

Statistics

The CTR (clickability) of a retargeting ad is on average 10 times higher than that of a typical media ad. [9] [10] While a standard media ad has a CTR of 0.07%, the average clickability of a retargeting ad is 0.7%. [11] [12] In addition, retargeting conversion is 70% higher. [13]

A study conducted by Baymard Institute confirms that approximately 70% of online shoppers fill their shopping cart with items but do not complete the checkout. [14] With the help of banners on third-party resources, sellers bring some users back to the site and thus ensure sales.

68% of marketing agencies and 49% of brands have a dedicated budget for retargeting. [15]

See also

Related Research Articles

Personalized marketing, also known as one-to-one marketing or individual marketing, is a marketing strategy by which companies leverage data analysis and digital technology to deliver individualized messages and product offerings to current or prospective customers. Advancements in data collection methods, analytics, digital electronics, and digital economics, have enabled marketers to deploy more effective real-time and prolonged customer experience personalization tactics.

<span class="mw-page-title-main">Digital display advertising</span> Type of advertising

Digital display advertising is online graphic advertising through banners, text, images, video, and audio. The main purpose of digital display advertising is to post company ads on third-party websites. A display ad is usually interactive, which allows brands and advertisers to engage deeper with the users. A display ad can also be a companion ad for a non-clickable video ad.

Online advertising, also known as online marketing, Internet advertising, digital advertising or web advertising, is a form of marketing and advertising that uses the Internet to promote products and services to audiences and platform users. Online advertising includes email marketing, search engine marketing (SEM), social media marketing, many types of display advertising, and mobile advertising. Advertisements are increasingly being delivered via automated software systems operating across multiple websites, media services and platforms, known as programmatic advertising.

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Click-through rate (CTR) is the ratio of clicks on a specific link to the number of times a page, email, or advertisement is shown. It is commonly used to measure the success of an online advertising campaign for a particular website, as well as the effectiveness of email campaigns.

Contextual advertising is a form of targeted advertising for advertisements appearing on websites or other digital platforms, such as content displayed in mobile browsers. Contextual targeting involves the use of linguistic factors to control the placement of advertising material. The advertisements are selected and delivered by automated systems, taking into consideration the context of a user's search or browsing behaviour. As advertisers and marketers increasingly prioritise brand safety and suitability, contextual advertising has emerged as a crucial aspect in safeguarding the reputation and value of a brand.

<span class="mw-page-title-main">Digital marketing</span> Marketing of products or services using digital technologies or digital tools

Digital marketing is the component of marketing that uses the Internet and online-based digital technologies such as desktop computers, mobile phones, and other digital media and platforms to promote products and services. Its development during the 1990s and 2000s changed the way brands and businesses use technology for marketing. As digital platforms became increasingly incorporated into marketing plans and everyday life, and as people increasingly used digital devices instead of visiting physical shops, digital marketing campaigns have become prevalent, employing combinations of search engine optimization (SEO), search engine marketing (SEM), content marketing, influencer marketing, content automation, campaign marketing, data-driven marketing, e-commerce marketing, social media marketing, social media optimization, e-mail direct marketing, display advertising, e-books, and optical disks and games have become commonplace. Digital marketing extends to non-Internet channels that provide digital media, such as television, mobile phones, callbacks, and on-hold mobile ringtones. The extension to non-Internet channels differentiates digital marketing from online marketing.

Location-based advertising (LBA) is a form of advertising that integrates mobile advertising with location-based services. The technology is used to pinpoint consumers location and provide location-specific advertisements on their mobile devices.

<span class="mw-page-title-main">Targeted advertising</span> Form of advertising

Targeted advertising is a form of advertising, including online advertising, that is directed towards an audience with certain traits, based on the product or person the advertiser is promoting.

Social network advertising, also known as social media targeting, is a group of terms used to describe forms of online advertising and digital marketing that focus on social networking services. A significant aspect of this type of advertising is that advertisers can take advantage of users' demographic information, psychographics, and other data points to target their ads.

Behavioral retargeting is a form of online targeted advertising by which online advertising is targeted to consumers based on their previous internet behaviour. Retargeting tags online users by including a pixel within the target webpage or email, which sets a cookie in the user's browser. Once the cookie is set, the advertiser is able to show ads to that user elsewhere on the internet via an ad exchange.

<span class="mw-page-title-main">Social media marketing</span> Promotion of products or services on social media

Social media marketing is the use of social media platforms and websites to promote a product or service. Although the terms e-marketing and digital marketing are still dominant in academia, social media marketing is becoming more popular for both practitioners and researchers.

Criteo S.A. is an advertising company that provides online display advertisements. The company was founded and is headquartered in Paris, France.

Chango, Inc. was a Canadian-based, online marketing company was founded in 2008, focusing on search retargeting and programmatic marketing. It was acquired by Rubicon Project in 2015 for $122 million, but it was closed down in 2017.

InMobi is an Indian multinational technology company, based in Bangalore. Its mobile-first platform allows brands, developers and publishers to engage consumers through contextual mobile advertising. The company was founded in 2007 under the name mKhoj by Naveen Tewari, Mohit Saxena, Amit Gupta and Abhay Singhal.

Email remarketing refers to the email systems used by merchants to follow up with website visitors who do not make a desired purchase action. It is a development of email marketing that aims to re-attract website viewers or customers. In other words, the whole idea of email remarketing is attracting customers or users back for purchase, growing repeated customers.

Email retargeting can refer to either:

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<span class="mw-page-title-main">RTB House</span> Polish online advertising company

RTB House is a Polish advertising-technology company that specializes in targeted advertising including retargeting and real-time bidding (RTB) strategies. Founded in 2013, it's headquartered in Warsaw, Poland, it has more than 1,000 employees in over 30 offices worldwide.

References

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  2. Fishman, Jason. "Council Post: What Is Retargeting And Why Is It Important?". Forbes. Retrieved 2021-05-10.
  3. "Website Retargeting for LinkedIn Ads | LinkedIn Marketing Solutions". business.linkedin.com. Retrieved 2021-05-10.
  4. "Retarget an audience with Facebook dynamic ads for products". Facebook Business Help Center. Retrieved 2021-05-10.
  5. "Remarketing on Twitter". business.twitter.com. Retrieved 2021-05-10.
  6. "Set up audience targeting". Pinterest Help. Retrieved 2021-05-10.
  7. "6 Steps to Add Customer Journey Mapping to Your Marketing Strategy". WordStream. Retrieved 2022-04-01.
  8. "What is Customer Journey Retargeting?". Automat. 2019-10-01. Retrieved 2022-04-01.
  9. "Retargeting Statistics". 99firms.com/. Retrieved 2023-12-02.
  10. "Retargeted Advertising for Nonprofits: Complete Introduction". blog.mightycause.com. Retrieved 2023-12-02.
  11. "What is the Average CTR for Google Ads?". iem.edu.in. Retrieved 2023-12-02.
  12. "Facebook Ads CTR Benchmarks: How to Optimize Your Ad Performance". lebesgue.io. Retrieved 2023-12-02.
  13. "17 Most Important Digital Marketing Metrics Every Business Should Track". acadium.com. Retrieved 2023-12-02.
  14. "From Pixel to Purchase: the Power of Retargeting Strategies". www.adspaceagency.com. Retrieved 2023-12-02.
  15. "40+ Retargeting Statistics That are Hard to Ignore (2023)". bloggingx.com. Retrieved 2023-12-02.