Ad retargeting, also known as re-marketing, is a type of online advertising that allows you to show ads to users who have previously visited your website. This is achieved through the use of cookies, which are small pieces of data that are stored in a user’s web browser. When a user visits your website, a cookie is placed on their browser, allowing you to show them targeted ads as they browse other websites.
While major players like Apple and soon Google are doing away with cookies, there are other ways to re-market. Ad retargeting can be done without the use of cookies by using other methods to track users and show them targeted ads. One alternative method is to use browser fingerprinting, which involves collecting information about a user’s browser and device to create a unique identifier that can be used for ad tracking. “Ad tech companies can recognize a user’s fingerprint when they arrive on a web page, and in a split second, serve an ad serve ad that matches their behavior profile.” (Townsend, Pete) This unique identifier can be used to show targeted ads to users as they browse different websites.
Another option is to use email marketing to retarget users. If a user provides their email address when they visit your website, you can use this information to send them targeted emails with ads or product recommendations. This is a strategy used for obtaining first-party data. This can be an effective way to retarget users without the use of cookies.
Here are 3 Strategies for successful ad retargeting:
First, identify your target audience.
The first step in any successful ad campaign is to identify your target audience. This will allow you to create more targeted and effective ads that are more likely to be successful. “Identifying your targeted audience allows your business to focus marketing efforts and dollars on the groups that are most likely to buy from you.” (rvncreative.com)
Second, use personalized and relevant ads.
Personalized and relevant ads are more likely to be effective because they are tailored to the interests and needs of the individual viewer. Research demonstrates the 70% or more consumers prefer personalized ads tailored to their needs. This can be achieved by using data such as browsing history and past purchases to create ads that are more likely to be of interest to the viewer.
Third, test and optimize your ad campaigns.
It’s important to regularly test and optimize your ad campaigns to ensure that they are performing at their best. This can involve A/B testing different ad creatives, targeting options, and ad placements to see which ones are the most effective.
By following these strategies, you can improve the effectiveness of your ad retargeting campaigns and drive better results for your business. Get a free copy of My list of 9 Tools for Ad Retargeting.
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