What is retargeting?

The latest metrics show that only 4% of your online store visitors end up making a purchase. This poses a very important problem for you: How do you convert the 96% who left without a purchase? Retargeting. Retargeting is a strategic way to remind shoppers of their initial interest and bring them back to complete their purchase. Let’s take a closer look.

A shopper, let’s call him Mario, browses products on your website on his laptop. He sees a lot of items, but leaves without adding anything to his cart. A few days later, Mario is on his mobile device and sees an ad for a product he saw, as well as some other related items he hadn’t seen before. This way, your brand is “reminded” of him, who is interested in the ad and returns to make a purchase. This is retargeting in action.

Basic vs. Advanced Retargeting

In basic retargeting, we show ads along the purchase path, showing ads for products that were recently viewed. In advanced retargeting, we go several steps further:

What is the difference between static and dynamic retargeting?

Static retargeting involves creating a group of ads that will be displayed based on the pages of your website that someone visited.

Let’s say you’ve developed a marketing campaign around an eBook. You create four ads that direct users to the eBook. Each one is triggered when a visitor browses a specific product page or article on your website. One ad might target people who have reviewed the product, while another might target people who are reading articles on a topic similar to your eBook.

Static retargeting is best for B2B companies. It's also a good strategy for when you want to target a specific type of audience, but not a specific person, or when you only want to promote a specific product or offer.

Dynamic retargeting creates customized ads for each shopper. It requires more sophisticated technology, including AI (artificial intelligence), to analyze shopper behaviors, tailor advertising based on individual preferences, and determine when the ad should be shown to maximize the likelihood of conversion.

If you’re in the B2C e-commerce business and have a large product catalog and customer base, dynamic retargeting is for you. The variables involved in a successful targeting ad are too large to do manually, and the ROI of personalized ads is very high. In fact, 88% of U.S. marketers reported seeing measurable improvements due to personalization – with more than half reporting an increase of more than 10%.

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Our collaboration does not end once we deliver your website. We remain by your side, providing training and immediate technical support for any problem you may encounter. We do not deal exclusively with website construction. We provide a full range of interactive marketing solutions for anything your online presence may need. We constantly inform you about new possibilities and suggest the most appropriate way to promote your website (Google Advertising, SEO Optimization, Social Media Marketing, etc.), so that your investment acquires even greater value.