retargeting
Retargeting is based on the cookie , a simple anonymous Javascript code to “follow” the user across the web. Here’s how it works: you insert a small piece of code (sometimes called a “pixel”) into your site that is generated when a campaign is activated.
Every time a new visitor accesses the site, the code releases an anonymous cookie germany phone number library to the user's browser. Later, when the user tracked by this cookie browses the web, the cookie allows your retargeting provider (e.g. Google with its display network or Facebook) to serve ads that will be shown only to people who have already visited your site.
Privacy protection, which has seen third-party cookies as the object of changes, has certainly made the work of retargeting more complex, but it currently remains an effective tool for increasing the conversion rate. For example, Facebook has had to adapt its advertising tools to comply with the restrictions of Apple and its operating system, iOS14.
Read also: iOS14 and the latest Facebook Ads updates | Lead Champion
Why retarget?
Retargeting campaigns achieve a high conversion rate and a high ROI , since they convey personalized commercial proposals based on the browsing behavior of users and the thematic affinity of the context in which the advertising message is published. Whether they are just visiting your site or putting an item in the cart, these are people who have shown interest in your products. This means that the effort needed to win them over will be much less than that needed for those who have never visited your site before.
They also help you keep your brand visible to users even after they leave your website. Users need to be exposed to an ad multiple times before they buy something. And today, especially with an increasingly fragmented purchase path, retargeting provides a reminder of that shirt or pair of shoes your user was looking at, and reignites the desire to buy.
