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Why Your Brand Should Focus on Ad Retargeting

Think about this: Nearly 70% of all US adults are active on social media. Now more than ever, it is crucial that businesses understand what retarget marketing is and how to use if effectively.

Retargeting is: Def – A form of targeting online advertising to reach people who have already visited a website or are already in a database as a lead or customer. Retargeting ads reach people based on their previous internet actions.

Why Should You Care? We’ve all seen retargeting ads in action before. Instagram serving you the ad from Airbnb of the houses in a specific city you were searching in. Or the pair of shoes that you almost bought but decided against until the ad popped up in your Facebook feed. Retargeting gives your business the opportunity to remind consumers of the products or pages they viewed and encourages them to take the next step. It can be used to serve a discount on the item they abandoned in their cart a few days ago, announcements of a future sale to someone who has previously purchased products from your store or any new features or services that are relevant to your business.

The advantage of social media retargeting versus email retargeting is not only the 70% of US adults on social media but the human aspect that social provides versus email marketing. Your platform has a stronger voice and a more visual one at that. If you serve a thought provoking or shareable ad the possibility of reach is much greater than email.

Types Of Retargeting:

  1. List-Based & Pixel-Based List-Based retargeting uses a list of emails uploaded from a compiled list of your customers. The social channel you’ve chosen to place your ads on will identify people that have signed up using that same email address and serve ads to those specific people.
  2. Pixel-based retargeting is a piece of JavaScript or cookie that tracks the pages and products a person views when surfing the web. The cookie notifies the ad networks you’ve chosen to purchase ads on and serves specific ads based on what a user has browsed. The ads run up to 30 days from the last time a consumer visited the website.

– Sarah Alexander
Senior Operations Manager