Retargeting
Retargeting means showing targeted ads again to people who have already visited a website or interacted with a business — for example on Instagram, Facebook or in the Google network.
Most visitors do not enquire on their first visit. Retargeting reminds them of the offer when they are later on other platforms — often with a fitting message, such as a reference example or an invitation to a first conversation.
Technically, retargeting relies on pixels, cookies or uploaded customer lists. Because information is stored on or read from the device, prior consent is generally required.
Retargeting works when it offers variety and limits frequency: someone who sees the same ad ten times a day is more annoyed than convinced.
What to look out for
- Build audiences by behaviour: visitors of the service page, form abandoners, existing customers.
- Prepare a fitting message for each group.
- Limit how often ads are shown.
- Exclude people who have already enquired or bought.
- Obtain consent before placing pixels.
Common mistakes
- All visitors get the same ad regardless of what they viewed.
- Customers keep seeing ads for a product they already bought.
- Pixels are loaded without consent.
Frequently asked questions
Only when poorly executed. With limited frequency, varied creatives and helpful content it is perceived more as a reminder.
Partly, e.g. via uploaded customer lists with consent or via interactions directly on Instagram and Facebook. For website visitors, pixels are usually required, which presuppose consent.