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Glossary – Retargeting

Retargeting

Nikiforov Alexander
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What is retargeting and remarketing

Retargeting, also known as remarketing, is a powerful advertising tool that helps bring back users who have already visited your website. These users may have shown interest in specific products or services by adding them to their cart or performing other targeted actions. Depending on the platform, this tool may be referred to differently: in "Yandex Direct" it is called "retargeting," while in Google Adwords it is "remarketing." Although the names differ, the essence remains the same — to regain the attention of potential customers.

How retargeting works

The primary goal of retargeting is to complete purchases that were initiated by users but remained unfinished for some reason. For example, if a user added a product to their cart but did not place an order, retargeting mechanisms allow you to show them an ad banner featuring that product with a reminder to complete the purchase. This helps:

  • Motivate the user to complete the initiated purchase;
  • Recommend products based on previous views;
  • Show new products or offers to encourage repeat purchases;
  • Strengthen brand recognition by displaying its ads for better recall.

To launch remarketing, it is necessary to install a special code on the website, known as a pixel, from the advertising network, for example, from "VKontakte." This code tracks users who visit your site and allows you to show them relevant ads during their next visit to the platform.

Retargeting audience

The retargeting audience includes users who have already interacted with your brand. This means their loyalty is higher, and they are more likely to perform a targeted action. Retargeting should be launched simultaneously with the main advertising campaign to increase overall conversion.

There are several ways to form an audience for retargeting:

  • Audience through code on the site: place the code on the website and set conditions in the advertising network to collect users;
  • Audience based on user data: you can upload email addresses, phone numbers, and unique device identifiers to help the system find these users.

Types of remarketing

Remarketing can vary by setup method and type of content. In terms of setup method, there are three main types:

  • Behavioral: depends on user behavior on the site;
  • Search: takes into account not only website visits but also user search queries;
  • Dynamic: ads are personalized for a specific user, showing them products they have previously viewed.

Retargeting can also include various content formats, such as banners, videos, or text ads.

How to set up retargeting in popular services

Setting up retargeting occurs in the same systems where paid advertising is launched. However, it is important to specify that in the "Audiences" section, you need to select the option "Website visitors" or other remarketing categories. The principles of retargeting work similarly across all platforms, but the interface and additional settings may differ.

In light of restrictions, for example, after the suspension of advertising sales in Russia by Google in March 2024, users may face difficulties. Let's look at some popular platforms:

  • "VKontakte": allows audience collection both via pixel and by uploading emails and phone numbers;
  • "Yandex.Direct": offers the ability to collect an audience not only from visitors but also from those who completed goals in "Yandex.Metrica";
  • MyTarget: consolidates user data from all social networks and Mail.ru platforms, allowing for behavioral retargeting.