Re-targeting: Addressing visitors again

After targeting, comes re-targeting, an important term in online marketing. In this process, Internet users visit your website or click on your product and are targeted with targeted advertising while surfing the web. Advertisers want to use this reminder feature to increase website conversions.

Types of re-targeting ads

These are the three types of re-targeting ads:

  • Lead generation ads
  • Content displays
  • Direct sales ads

Lead generation ads

Included in these ads are links to freebies, such as a video course or free e-book.

Content displays

The Internet user rarely perceives these ads as advertisements, since they do not involve a sale or require an email address to be provided. Instead, content ads draw attention to a blog or video. This leads to high engagement rates or traffic with lower costs compared to sales ads.

Direct sales ads

These ads have the goal of returning Internet users to your product purchase page. One example is “shopping cart abandonment ads”. These are used to bring back users who were in the ordering process.

Popular sites for re-targeting

Among the most popular places where re-targeting is done are:

  • Facebook
  • Google Display Network
  • Twitter Audience

Facebook Re-Targeting

Facebook is the first choice for targeted advertising. This is because Facebook optimizes the possibilities of reaching users with an interest in your topic in a targeted manner. In addition, Facebook offers the possibilities of “Custom Audience Lists”.

Re-targeting in the Google Display Network

Re-targeting in the Google display network is very similar to re-targeting on Facebook, but with a big difference. This is because re-targeting ads do not appear on a website you specify, as they do on Facebook, but the ads are displayed everywhere where a configuration of the Google display network has taken place.

Twitter Audience Re-Targeting

You can also advertise on your own network on Twitter. However, there is the question of whether it is worth it, because compared to Facebook, the costs are higher and the number of users is lower.

Re-targeting quickly explained

Here re-targeting explained again briefly:

  • Bring Internet users back to your site through targeted ad placement
  • Reminder function to the users