What is retargeting

What our clients say

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Respondent Acquisition at Ipsos Interactive Services
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“Sodafizz are smart, innovative and make it their business to understand how to use the web to grow your business. I would have no hesitation in recommending Sodafizz to your organisation if you are open to growing your results exponentially.”
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Adrian Kennedy
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“We contracted Sodafizz to provide a complete digital newsletter production service - writing content, design, send and reporting. The resulting newsletter has been crucial communication tool for our organisation. We recommend the Sodafizz team for their experience, dedication and flexible approach.”
Naomi Dinnen
Former Executive Officer, GTANA
"Sodafizz has delivered a number of services to CS&HISC over 6 years including: feature writing, website content management and social media, and production and distribution of a monthly online newsletter. Sally’s work was always of a high-quality and delivered on time and to budget, making Sodafizz an integral part of our communication planning."
Rhoni Stokes
Communications Manager, CS&HISC

Sep 15, 2014
Sally Schofield
sodafizz

Retargeting (also known as remarketing) lets advertisers target ads to site visitors once they have left your site.

How it works

A small piece of code on your website records a little information about what site users do when they are on your site. Nothing sinister like sex, age or income, but rather activity users perform on your site – pages visited, products searched, abandoned shopping carts. This is known as ‘intent data.’The user’s IP address will also offer up a bit of geographical data that can be used to further target ads.

One of the most powerful things about retargeting is that it can be done across a range of platforms, web, social and mobile.

Web retargeting

The majority of web retargeting takes the shape of display ads that appear on portals, blogs and other sites a user visits after their have left your site. A retargeted ad is much more effective than any other type of web display ad. One survey, conducted by research company Toluna revealed that three out of five online shoppers in the US noticed display ads that were from sites they had previously visited. Retail, technology, entertainment and the tourism sector typically do well with retargeting.

Social retargeting

Globally there are 1.23 billion monthly active users on Facebook and 271 million on Twitter. Retargeting on social platforms give you access to not only a switched on community but also access to the range of social sharing tools that are a feature of these platforms. For instance, including a Like button on your retargeting ad on Facebook is a great way to convert a window-shopper into someone who supports your brand, and in time, who becomes a customer (and with any luck, an advocate in the future).

Mobile retargeting

Apple sold 4 million iPhone 6 in just 24 hours. Forrester says that in two years time one billion people will be using Smartphones. Around about 25% of web traffic comes from mobile devices. Using mobile retargeting advertisers can re-engage site visitors while they are using their Smartphones for search, shopping and social activities.

Some things to consider

Retargeting can range from intrusive to downright creepy when done the wrong way. Don’t be a stalker:

Set a realistic conversion timeframe
Frequency cap your ads to 3-4 per week
Remove converted customers from your current campaigns
Be as specific with your ad creative as you can

If you’d like to know more about how retargeting can work for you, get in touch.

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