What is retargeting and how do I do it?

What is retargeting and how do I do it?

For companies that have a website, the retargeting is an excellent web marketing lever. It keeps their brand in the center of attention by retargeting their visitors.

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What is retargeting?

Retargeting, or retargeting advertising, consists of targeting Internet users who have already visited a website by displaying advertising offers on the other sites they consult. This targeted advertising is based on behavioral data and the browsing history of Internet users.

Retargeting is a technique that works through the use of cookies. These small files make it possible to follow visitors during their navigation on a website and to identify them on other sites.

When an Internet user visits a website, he downloads a cookie to his browser. The navigation data is then collected using a script or a code of tracking in the pages of the site. They are then transmitted to advertising agencies whose role is to obtain advertising space on different websites: in banners, sidebars, headers and footers, etc. When the Internet user visits other sites, the cookie downloaded to the browser is analyzed by the advertisers of these sites. Once he is identified, he sees retargeting advertisements directing him to the website he has previously visited. The purpose of retargeting is therefore to encourage the Internet user to return to the original site, as many times as necessary for him to make a purchase.

Types of retargeting

Different channels can be used to carry out a retargeting campaign. It exists 4 types of retargeting :

  • display banners;
  • social networks ;
  • platforms like Google Ads;
  • emailing.

Display banners are the most popular retargeting channels. These are advertisements that appear on third-party sites that identify visitors using cookies.

Facebook, Twitter and LinkedIn have a retargeting platform. With a retargeting campaign on social networks, it is possible to broadcast advertising messages or display on the user’s news feed.

On advertising networks like Google Ads also offers an advertising retargeting service. Doing a retargeting campaign on Google Ads allows you to display display on partner sites or ads on the search network.

Email retargeting consists of sending an email to Internet users to encourage them to return to the website they have visited. However, visitors must have consented to provide their email address and have accepted the use of cookies. These will mainly be already qualified leads or customers who have already created an account on the seller’s site. In e-commerce, this type of retargeting makes it possible, for example, to send emails for abandoned cart reminders.

What is the purpose of retargeting?

Retargeting is aimed at prospects who have already shown interest in the products or services of a company or brand. Thanks to this method, Internet users remember the existence of the website they have already consulted. Retargeting serves as a reminder, a reminder. It allows the brand to penetrate the minds of prospects.

Companies and brands use retargeting to meet a variety of objectives:

  • increase their notoriety
  • improve conversion rate
  • acquire new customers
  • convert a qualified visitor
  • reduce shopping cart abandonment
  • encourage repeat purchase

Companies carry out retargeting campaigns with the aim ofincrease their notoriety. Indeed, distributing relevant advertisements to a targeted audience is a good way to optimize their brand image. It is also easier for companies to convince prospects to buy from them when they are already familiar with the brand.

Retargeting advertising also aims to significantly increase the conversion rate companies. When visitors are re-exposed to a product or service they showed interest in, the chances of them being converted into customers increase. We then speak of customer maturity.

By implementing a retargeting strategy, companies want acquire new customers. Among website visitors, 97-98% will not complete the purchase stage on their first visit. Indeed, as a general rule, a website converts only 2 to 3% of its visitors. Thanks to the use of advertising retargeting, this figure can be multiplied by 2.

The statistics collected during visitor browsing can also serve as a basis for developing and applying a retargeting strategy. A user who spends time on a web page, who reads its content carefully can be considered potentially interested. Targeting this type of visitors will therefore generate more opportunities to convert them into customers.

Retargeting is also used to retarget potential customers who have abandoned their cart before finalizing their order. The goal is to encourage them to complete their purchases, for example by sending them an abandoned cart reminder email. For more efficiency, the objects placed in the basket can also be displayed in advertising banners as the Internet user browses.

Marketing departments plan advertising retargeting actions such as customer loyalty lever. With retargeting, businesses can target customers who have already made a purchase by offering complementary or additional products. We then speak of cross selling or upselling. This technique gives the brand the opportunity to create new sales opportunities and develop the lifetime value of their customers.

In inbound marketing, retargeting can be used to:

  • optimize the acquisition of new customers by collecting the contacts of Internet users who had not left their contact details at first
  • develop a lead nurturing tactic supplementing that made by email

How to make a good retargeting?

To make a good retargeting ad, you must first take into account the following elements:

  • target
  • the budget to be allocated
  • the objectives to be achieved through the retargeting campaign
  • landing pages and redirect pages


The target is the most important element to work on in a retargeting campaign. Knowing your audience well is essential, because it allows you to send them the right message at the right time. The company will then have to question itself, if it has not already done so, about its buyer persona and tap into its CRM to extract the relevant data on each lead. The leads will then have to be classified according to their level of maturation to work on the content to be highlighted. To do this, it is necessary to ask certain questions. What to say to Internet users to encourage them to return to the website? What content is most likely to grab their attention?

The budget

In terms of budget, the main advantage of a retargeting campaign is that it does not require large investments. It is possible to embark on advertising retargeting with a budget of 100 to 300 euros per month.


To carry out an effective retargeting campaign, it is necessary to determine its objectives precisely. The idea is not to bring visitors back to the site simply to create traffic and increase the number of visits. It is therefore necessary to set objectives for notoriety, leads and lead nurturing in advance, then measure and monitor them. It is then:

  • analyze metrics like traffic acquisition and search variation on brand name queries
  • qualify conversions with, for example, the insertion of “thank you pages”
  • to mature prospects who have already provided their contact details

To do retargeting, you must also determine the type of content to promote. It can be a white paper, testimonial, customer case, demo, or product documentation. The use of retargeting to promote content makes it possible to increase traffic to the website and above all to anchor the existence of the brand in the minds of Internet users.

However, not all visitors have the same interests and are not necessarily looking for the same thing. This is why it is interesting to create different audiences. This makes it possible to send messages adapted to the needs of prospects, but also to eliminate visitors who have little chance of being converted into customers.

The webpages

To increase the chances of conversion, it is essential to redirect visitors to teaser pages that arouse interest and encourage action. When designing retargeting ads, you must therefore choose the page to which Internet users will be redirected. The goal is to bring them back to the product or service they initially spotted. For this, the ideal is to:

  • create a specific landing page;
  • refer visitors to a product page they have already viewed;
  • redirect customers who have abandoned their basket to the confirmation page of their order.

Once these operations have been carried out, it is necessary to choose the retargeting platform use. There are 2 types: platforms with banners such as Google Ads and social platforms such as Facebook Ads, Twitter Ads and LinkedIn Ads.

To prevent prospects from getting tired of seeing the same advertisements, you have to think about changing them regularly. Otherwise, retargeting could lead to the opposite effect of that sought: induce an image that is too commercial and tire the prospect who will lose interest in the brand.

Teams working on retargeting strategies must therefore focus on three points:

  • add value the retargeting campaign to generate interest;
  • offer a limited-lifetime offer or discount to incite action;
  • create an ad group by content to vary the advertising displays.

To go further, download this free guide and learn how to define effective marketing positioning for your business, in order to maximize your presence in your market and in the minds of consumers.What is marketing positioning?

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