Retargeting, also known as remarketing, is the same thing as Display with the only difference being who is being targeted. These banners can appear on the right, top, bottom, or middle sections of a webpage. Display banners typically target users based on contextual targeting or interest categories. Retargeting on the other hand, only targets the users who have already visited your website identified by the cookies in their browsing history. These users are dumped into a retargeting list, which can allow you to “follow” them around the internet for a selected period of time (30 days, 60 days, etc.)


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A consumer browsing the internet will be shown these banners across the web based on browsing behavior. Once clicked, it’ll take them to your website’s landing page to provide more info. Ideally, the banner shows the product or service they were looking at prior to leaving in order to subconsciously get their attention.


Retargeting ads are a must for almost any campaign strategy. Retargeting users are already familiar with your brand compared to a first-time visitor because we know they’ve already visited your site. Think about this, when was the last time you visited a website without purchasing anything – only to be presented with a display banner showing that item immediately? It usually is considered creepy and it is at first, but overtime it can really engage users to come back to take a desired action. These banners see higher click-through-rates than display banners due to this awareness.

The whole goal of digital marketing is to get consumers to your website to convert. Instead of letting the users off the hook if they don’t convert, retargeting follows them around until you decide to give up. Setting the right creative in front of the right user at the right time is crucial for retargeting to work effectively. These banners shouldn’t be a one-banner-fits-all mentality. Instead, it should be taken a step further to determine why they left your site based on exit pages. Once it’s clear why they left, by customizing a banner that hits that pain point, it’ll allow the CTR’s to be high along with conversion rates.

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