It all boils down to serving ads to potential customers based on website cookies. Retargeting works by collecting information from potential customers when they visit a site. It then uses that information to create lists of target audiences that will later receive ads based on the sites they visit. 

What is it and how does it work?

Retargeting is a form of online advertising that displays ads based on customers’ previous internet activity. It categorizes online users by including a pixel within a targeted web page or email. This sets a cookie in the user’s browser and can later be used to send targeted ads to the user.

This allows marketers to segment their visitors and to target high-value customers and lost shoppers with ads on Facebook, various other social platforms, and across the display exchanges using real-time bidding, similar to that of Google Ads

How do we do it?

Focused Engagement brings back your lost web visitors through Facebook ads and banner ads on the web.

Investing in retargeting with Focused Engagement enables you to stay top-of-mind while deciding how long to target a prospect with your message. Our retargeting service lets your ad message or your call-to-action evolve over time, and gives visitors new pieces of content or information the longer they look.

This goes beyond following people to their social networks like Facebook, Twitter, and Instagram. Retargeting with Focused Engagement allows you to take advantage of the ad inventory available on 100,000+ websites that participate in the Google Display Network and other major ad networks. We also take advantage of cross-device retargeting to users from desktop to mobile device.

No matter how big your advertising budget is — Focused Engagement has a wide variety of resources to help you. From our knowledge base to individual strategy sessions and report insights, you’ll know exactly where and when your ads are serving, getting clicked, and converting.

What is the difference between retargeting and remarketing?

Retargeting and remarketing are often used interchangeably, but there are small variations in the meaning of each word. Retargeting is done after customers have visited a company’s website, but have not made a purchase. Whereas, remarketing is done after customers have interacted with the site or added items to their online shopping cart. With remarketing, ads about more specific products are sent to customers as opposed to ads sent through retargeting. Retargeting is a re-engagement tactic involving implementation of an online ad, display ad, or campaigns. These all work to target users who have already interacted with your company’s website. Whereas, remarketing is typically associated with re-engaging customers through email marketing. 

Who can benefit from retargeting?

Any e-commerce business or business with an online presence can benefit from retargeting. While it should not serve as a stand-alone tactic for digital marketing, retargeting can help you re-gain the attention of customers who may have once considered your product.

Additionally, retargeting can be advantageous for:

  • Building Brand recognition & recall, because it reminds customers of your company and allows you to stay at top-of-mind.
  • Making a second impression after customers have left your site through strategically placed ads. 
  • Creating cross-selling opportunities by advertising “add on” or similar products to what the customer was previously interested in. 
  • Creating another point of contact with your customer and brand.
  • Selecting a specific audience, unlike with typical display ads.