A Beginner’s Guide to Retargeting Ads

Published On September 15, 2015 | By Felicia Nicole | Paid Search Marketing

Every web-site’s owner would love a situation when every person who visits his or her web-site gets something from it leaving some money to the owner. Unfortunately, this is a utopian situation in a utopian world. In reality, the buyer’s journey does not look alike. People often pop over to your web-site and then just leave. Several months later they read your latest blog article, and only then decide to get back to your web-site just to check what it is. Later on they decide to check what else you have in your blog or on your social network page. Maybe a week later they may decide to get in touch with your sales, and in general it usually takes several more weeks of various meetings and discussions for a person to come to a decision to buy something. In the end a person does buy something from you but the whole process is a little too convoluted.

This is why ICM Consulting always warn their customers about such a situation. And that is why every marketer needs to be ready to help the buyers through such a convoluted process. One of the greatest ways to do so is with retargeting ads. They are served to the people who have already visited your web-site or are already a part of your database.

How Retargeting Campaigns Work

Experts distinguish two main types of retargeting advertisements: pixel-based and list-based. Each of them has its own peculiarities, pros and cons. So read on to find out what type matches best with your campaign’s goals.

Pixel-based Retargeting

It is used to re-display your material to any anonymous visitors of your web-site.
This is believed to be the most common type of retargeting. In this type of ads if someone comes to your web-site, then their browser’s JavaScript makes them “cookied”. Later when they leave your web-site these cookies notifie retargeting platforms in order to serve specific ads basing on the specific pages that they have visited on your web-site.
The main advantage of pixel-based retargeting is that it is very fast, in the matter of fact they can be retargeted almost immediately after the visitors leave your web-site. Moreover, it is done specific to a particular page of your web-site, and behavior-based.

List-based Retargeting

This retargeting ad works if you already have someone’s contact in your database.

It works in the following way, you download some contacts to your retargeting campaign database and then the platform identifies those users on the network and serve retargeting ads only to them.
According to ICM Consulting reviews this strategy is less common in contemporary computers’ world, but list-based retargeting actually allows you to have highly customizable criteria for all of your ads. It works because it is based on more than just behavior you have a possibility of choosing who goes in which list. The flip side of that is that sometimes people have different e-mails and so may not see your ads.

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