Retargeting: target an interested audience
Retargeting is an advertising practice that most often consists of targeting an individual who has visited a website or product sheet, but who has not made a purchase or transformation during this visit.
The most common retargeting practices are those implemented by e-commerce players. In this context, an Internet user who has consulted one or more product data sheets without making a purchase is then exposed, while browsing the Internet, to advertising creatives highlighting the product(s) initially consulted.
Retargeting can also be used to present a more general message to Internet users who haven’t made it as far as the product sheet, to re-launch visitors who have abandoned a shopping cart, or for follow-up sales to buyers.
Note that when retargeting is implemented via the Google Ads platform, the term used is remarketing, but the main principles are broadly the same.
Display retargeting at a glance
Steps for implementing display retargeting
Data collection
When an Internet user visits a website, cookies or tracking pixels are used to collect data on their online behavior, such as pages visited, products viewed, and time spent on the site. This data is essential for creating precise, personalized audience segments.
Audience segmentation
Internet users are segmented according to their behavior. For example, segments can be created for users who have added items to their basket without finalizing the purchase, those who have visited a specific product page, or those who have returned to the site several times.
Creating customized campaigns
Personalized ads are designed to appeal specifically to defined audience segments. These ads can highlight products consulted, offer exclusive discounts or remind web users of the benefits of completing their action.
Advertisement distribution
Partners distribute retargeting ads on their networks: websites, blogs, social media platforms and other digital channels.
Affiliate compensation
Affiliates are remunerated on the basis of campaign performance, i.e. the results obtained, such as clicks, conversions or sales.
The benefits of display retargeting
Personalization
Ads can be highly personalized, boosting user engagement and message relevance.
Precise targeting
Retargeting makes it possible to target users who have already expressed an interest, thus increasing the chances of conversion.
Conversions
By reminding web users of their previous interactions, retargeting helps bring potential customers back to the site to finalize their purchases or carry out other actions.
Why choose Effinity for your retargeting campaigns?
Best practices
Our agency only works with partners who respect the best practices of retargeting (data collection, advertising pressure, etc.).
Diversified partners
Effinity works with a number of partners, giving our customers access to a variety of distribution networks depending on their objectives and target audience, in both B2C and B2B.
Detailed reporting
Effinity provides detailed, customized retargeting campaign reports that help you understand the performance of your campaigns. Based on this reporting, we continuously develop strategic recommendations to improve your advertising campaigns.
