3 Types of Retargeting to Reinforce Your Online Campaigns

3 Types of Retargeting to Reinforce Your Online Campaigns

Girl on InternetWhen someone visits your website, you’ve got a unique opportunity to continue to engage them once they head off into the wild blue yonder of web browsing. The value of a relevant website visit is H.U.G.E., people! It’s like someone walking into your retail establishment and you need to do anything you can (without being creepy) to keep their attention. Even if you don’t know what retargeting is, you’ve most certainly observed it if you’ve ever been online at any point in the last few years.


For example, if you’ve ever shopped online and then seen the product that you were searching show up while you’re reading the news or checking in on Facebook, then you’ve been the recipient of retargeted content.


Retargeting infographic


Here are 3 powerful ways to use retargeting to reinforce your online campaigns…

1. Site retargeting

Site retargeting is the most basic form of retargeting, and also what most people think of when they hear the word “retargeting.” Site retargeting allows you to essentially “follow” someone around the Internet that has been to your site but did not take any action, or convert (fill out a form or make a purchase). 


How does it work? It sounds a bit intrusive, but when someone comes to your site, a tracking pixel (a bit of Javascript) is placed on their browser. Once this code is placed on their browser, the browser becomes “cookied.” Cookies allow retargeting platforms to show your ads on different sites to these people. These ads are usually in the form of banner ads or text ads.

2. Social Media retargeting

There are two types of social media retargeting: pixel-based and list-based.


Pixel-based retargeting

Similar to site retargeting, social media retargeting delivers your ads to people on Facebook and / or Twitter who have visited but not converted on your site. You’re basically reaching people where they spend A LOT of time without seeming too intrusive. Social media pixel-based retargeting is different from site retargeting because it allows you to be more specific about where your ads are shown.


List-based retargeting

List-based retargeting allows you to deliver ads to specific lists of your clients or prospects. All you have to do is upload a list of emails to Twitter or Facebook, and either / both platforms will deliver your ad to users on their network whose email address matches the one on your list. 


You can also create “lookalike audiences,” which are audiences that have similar trends or behaviors as the list of contacts you uploaded. Helpful tipCreate a lookalike audience from a list of your current or past customers. What better audience than those who have already purchased from you!? 

3. Search retargeting

Unlike site and social media pixel-based retargeting, search retargeting allows you to show your ad to Internet users who have searched for keywords relatable to your business. This allows you to deliver your ad to people who have never even been on your site! This type of retargeting is so powerful because it’s driven by someone’s interests. You can use this type of retargeting on the web or Facebook.


If your online strategy includes a (wisely) pursued retargeting campaign, you’ll stand a chance at the maximum potential return on your online campaigns!


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