Remarketing (also known as retargeting) is the tactic of serving targeted ads to people who have already visited or taken action on your website. In terms of technical execution, remarketing is the process of using a javascript tag (known as a pixel) to place a cookie in the user’s browser. The cookie then informs a remarketing platform to serve specific display ads through an ad exchange, based on the pages or products the user has engaged with or searched for on your website or app.

Remarketing can be used to promote a specific product or offering, or to achieve a certain conversion goal such as lead generation. In eCommerce, for example, remarketing ads can be used to recover abandoned carts, by displaying the product the user added to the cart but left the site without purchasing.


Remarketing not only reminds visitors of their desire to engage with your brand but can facilitate the transition to the next step of the conversion funnel. If a user has left a product page, for instance, the remarketing ad can be presented to them immediately, leading the user back to the product page where they can be incentivized to move to the next stage of the funnel—adding the item to cart.Increasingly Relevant Ads

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What is the exact definition and how does retargeting marketing work?

How effective is retargeting, anyway?

As nearly all website traffic that visits a website for the first time leaves without making a purchase, retargeting can be very effective in recalling those visitors and getting them back to your website with buying in mind.

Tools and Resources to Help You Retarget

While retargeting is clearly one of the best strategies for reaching out to customers who haven’t yet made a purchase, retargeting shouldn’t be approached without a strategy. As such, you need to think about retargeting as one part of your overall marketing strategy, not something that should be pursued independently.


How does Retargeting work?

Retargeting marketing works by following your website visitors, or your audience, as they travel throughout the web. When a person visits your site, a browser cookie is dropped. (A browser cookie is a small piece of data that embeds itself in a user’s browser, making it possible to see what websites the user is visiting). After the cookie is dropped, the cookie will follow the user as they travel to other sites on the web. Then, the cookie will implement the retargeting strategy by putting out an ad for your business, encouraging the user to return to your site. The ads are only dropped, or targeted, for users who have already shown interest in your site but haven’t yet made a purchase.


Retargeting vs Remarketing

We just explained what retargeting is, but you may be curious about what remarketing is, and the differences between the two. The biggest difference between retargeting and remarketing is the strategy that’s used to reach potential customers who have left your website without making a purchase. While retargeting typically relies on cookies dropping ads, as described in the explanation above, remarketing usually uses email. So, remarketing collects a user’s information, and then uses it later to send them an email (or, in the days of old, direct mail). Both retargeting and remarketing can be effective, and a combination of both might be an effective strategy for improving your overall profits.

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