How retargeting works

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This section introduces the concept of retargeting in display advertising and explains how it can be used to target specific audiences based on their actions on a website.

Introduction to Retargeting

• Retargeting is a powerful type of display advertising that allows advertisers to target users with specific ads based on their actions on a website.

• It enables advertisers to reach potential customers even after they have left the website.

• The video aims to explain how retargeting works and help viewers determine if it is suitable for their digital strategy.

Example Scenario: Film Review Podcast

• Using the example of a film review podcast, a potential customer visits the website in search of something new to listen to during their morning commute.

• They start subscribing but get distracted by a phone call and leave the site before completing the subscription.

Importance of Retargeting

• While it's good that visitors are interested enough to visit the website, it would be better if they completed the desired action, such as subscribing.

• Retargeting helps in re-engaging these visitors who didn't convert into customers initially.

• By defining a target audience and using retargeting solutions or display networks, advertisers can create personalized ads for this audience.

Defining Target Audience

• The first step in retargeting is defining the target audience. In this case, it could be people who started filling out the subscription form but didn't complete it.

• Advertisers may need to add code or integrate retargeting tools into web analytics tools to collect information about users who match this criteria.

Creating Ads for Retargeted Audience

• Once an audience has been defined, specific ads can be created for them. These ads can be tailored because they are shown only to users who have already shown interest by starting the subscription process.

• Ad content can include special offers, incentives, or additional content to encourage users to return and complete the desired action.

Reaching Potential Customers

• With a retargeting campaign set up, advertisers can reach potential customers even after they have left the website.

• Users who have started but not completed the subscription process will be added to a retargeting list.

• These users may see ads related to the podcast and be encouraged to click on them and complete the subscription.

Targeting Current Subscribers

• Once users have subscribed, there is no need to show them ads with subscription incentives anymore.

• Advertisers can create a new retargeting list specifically for current subscribers and target them with different ad campaigns.

• This allows for promoting other podcasts or encouraging further exploration of available content.

Conclusion

• Retargeting tracks user actions on a website and creates an audience based on those actions.

• It enables advertisers to design specific ads for people who have or haven't completed certain actions, increasing the chances of conversion.