What is retargeting and how does it work?
Retargeting is a form of digital marketing that allows marketers to serve ads to those who have visited their website in the recent past. It allows companies – and now campaigns – to “re-connect” with site visitors by targeting those visitors with their ads on other websites across the internet.
Let’s break down retargeting together. Imagine you work at a fast food restaurant and you notice a specific customer who orders a chicken sandwich every week. Now, your restaurant is releasing a new deluxe chicken sandwich! As a star employee, you decide to tell your sandwich obsessed customer about the new sandwich because you know, based on their past interests, that they will likely be interested in trying it. Retargeting allows campaigns to target and serve ads to site visitors based on their past interests, just like the chicken sandwich example. Pretty neat, right?