Ad Tech & Ad Ops

Ad Retargeting As A Key Strategy To Make The Most Of The Ad Spends

March 28, 2020 4 min read
ad retargeting

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Ad Retargeting As A Key Strategy To Make The Most Of The Ad Spends

Reading Time: 4 minutes

Ad Retargeting has proved to be one of the most effective ways for marketers in recent times. The process of retargeting has been able to continuously deliver impressive results. It has strengthened the campaigns, customer engagement, lead nurturing as well as loyalty. Because of all these advantages and many more which we shall discuss later in this article, advertisers are retargeting on a wider network of platforms. 

With the help of retargeting, marketers have been able to develop personalized content to those users who have previously visited the site. The content is related to the sites that have been visited by these users as well as the products viewed by them. 

The Actions Behind Ad Retargeting

A retargeting pixel is the main source of all the information that is gathered for the process of retargeting. The pixel collects all the essential data from the visitor. The details include all the information like what all pages the user visits, how long have they been on the site. They also collect the whereabouts of the user. 

However, the importance and benefits of retargeting are still not known to all marketers. They spend a lot of money on buying ad spaces on various sites. But these marketers are themselves not sure if their users visit these sites or not. Therefore, most advertisers and marketers are failing in making the actual beneficial use of the feature of retargeting. The buyer intent data has turned out to be the most essential marketing asset for marketers and advertisers.

If advertisers use the retargeting tool to its full potential, they can serve customized content to prospects. The way a customer or prospect interacts with a website says a lot about them. So with the help of that data, advertisers or marketers can make customized ads visible to the potential customers, which will be specified to their interests. 

Practices Of Ad Retargeting On Various Platforms

The biggest advantage of retargeting is that it gives you the opportunity to run it across various platforms, websites, or social media channels. So advertisers and marketers can reach the audience on whichever platform they might go online. 

Retargeting On Mobile

Almost every individual has a mobile phone these days. And the kind of information people conduct searches for on their smartphone sets is also widespread. From searching for a new product to comparing it to other products, there is a lot that people do online. And with these actions of a user, an advertiser will know where to retarget these users. From the information of these users gathered by their desktop activities, advertisers can target the users on social media platforms that are used on mobile. 

Retargeting On The Web

Targeted display ads are bought via ad exchanges. They are a combination of tailored messaging along with targeted ad placement. These ads are served on the platforms where the customer might be browsing. From various websites to blog sites, these targeted display ads can be served anywhere. 

Therefore, web retargeting has turned out to be an effective way of engaging current as well as potential customers online. It can be useful for eCommerce, media, and entertainment as well as any other brand that wants customer engagement. 

Retargeting On Social Networks

By retargeting on social networks, the reach of a particular brand expands considerably. They can benefit immensely from the native tools which are, like, share, comment. The users on social media are engaging individuals of various social platforms. So if a brand retargets the ads to these users, they will have a great chance to highlight the brand’s personality. Thereby, they will also be able to connect with users. 

How To Ensure Retargeting Success

Creative Ads

Retargeting gives you the option of creating a dynamically personalized ad according to each user a brand targets. Showcase ads that are tailored down to the browsing behavior of each individual. These personal ads can drive better performance across the web, social networks as well as emails.

Targeting Potential Customers

One important strategy is to target new audiences who have profiles similar to those of your existing customers. This process of prospecting new audiences to customers. It is a smart marketing strategy, where prospecting in itself is strong enough to automate new customer acquisition.

Ad Retargeting On Multiple Devices

Multiple devices that prospects use on a daily basis are useful for the process of targeting. People nowadays switch frequently between various devices like laptops, tablets, and mobile phones. So, with the help of targeting multiple devices, brands can make sure they reach the customers wherever they go online.

Ad retargeting is here to stay and benefit advertisers and marketers. As the customization of ads increases, the impact of the ad on a user also increases. So don’t fail in making the most of this unique opportunity. Make an impact on the ultimate prime audience of your brand with ad retargeting. 

FAQs:

1. What is Ad Retargeting?

Ad Retargeting is a form of online advertising that helps in reaching out to the bounced traffic after they leave the website. It is a tool designed to help companies reach most of the users who don’t convert right away. It essentially shows your ads on other websites to the prospectives who left your website.

2. How does retargeting work?

A retargeting pixel is the main source of all the information that is gathered for the process of retargeting. The pixel collects all the essential data from the visitor. The details include all the information like what all pages the user visits, how long have they been on the site. They also collect the whereabouts of the user.

3. How is retargeting practiced on different platforms?

  • Mobile: From searching for a new product to comparing it to other products, there is a lot that people do on their phones. And with these actions of a user, an advertiser will know where to retarget these users.
  • Web: Targeted display ads are bought via ad exchanges. These ads are served on the platforms where the customer might be browsing. From various websites to blog sites, these targeted display ads can be served anywhere. 
  • Social Networks: By retargeting on social networks, the reach of a particular brand expands considerably. They can benefit immensely from the native tools which are, like, share, comment. 

4. How to ensure retargeting success?

  • Creative Ads: Showcase ads that are tailored down to the browsing behavior of each individual. These personal ads can drive better performance across the web, social networks as well as emails.
  • Targeting Potential Customers: One important strategy is to target new audiences who have profiles similar to those of your existing customers. 
  • Ad Retargeting On Multiple Devices: People nowadays switch frequently between various devices like laptops, tablets, and mobile phones. So, with the help of targeting multiple devices, brands can make sure they reach the customers wherever they go online.
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