What is retargeting and how does it work

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Through segmentation measures, it’s possible to reach a specific audience, maximizing the chances of acquiring customers.

That is why creating a buyer persona is so relevant to the success of any company. By targeting your ideal consumer, you optimize ROI and considerably increase the conversion rate.

As you know, the lead does not always end up buying something during the first contact with the company. That can be a consequence of the lack of knowledge about the brand or solution, which highlights the importance austria cell phone number list of a strong nurturing strategy.

Visitors who leave your website (or any other channel) without

For this, you need to understand what retargeting is. In this text, we’ll go over:

What retargeting is?
How does retargeting work?
How can your company benefit from retargeting?
When does retargeting work?
What are the best retargeting tools you can use?
Keep reading!


What retargeting is?

Source: Wordstream
Retargeting is a digital advertising technique that seeks to track potential consumers who have already shown an interest in doing business with your brand.

The idea is that people who have already interacted with the company — either by visiting the website or by engaging in social networks — are more likely to make purchases.

Thus, by directing marketing efforts to these leads, the chances of conversion are higher.

To illustrate, imagine that a visitor accessed your website after performing an internet search. If the site is properly configured, it’ll collect relevant data about the user’s navigation allowing the brand to know, for example, which products were visited.

Based on the information collected, it’s possible to create campaigns with higher success rates.

Retargeting is often mistaken for remarketing. Although similar, the two methods show fundamental differences, such as the channels used to capture the consumer.

While remarketing is based primarily on the delivery of email messages, retargeting has its actions focused on digital ads, which can be created in platforms such as Google Ads and Facebook Ads.


How does retargeting work?
Now that you understand the essence of retargeting let’s detail how it operates.

For the method to work, you must insert a small piece of code on your website.

Also called a pixel, this element does not affect the page’s performance. It’s invisible to the consumer and does not directly impact their experience.

Every time a new visitor accesses the website, the code anonymously installs a cookie in the browser and starts to follow their journey on the internet.