May 21, 2019
Here’s an everyday situation: you’re browsing the internet and stumble upon a website that catches your interest. You click on it, browse through it, consider buying something and might even put something in your shopping basket. But then, all of a sudden, something else crosses your mind and you close the tab.
This, right at this moment, is where retargeting starts.
Retargeting is a form of marketing in which you target customers that have previously visited your website. It’s the opposite of mass-targeting. It’s a very powerful tactic within online advertising because you specifically target already identified users that are more keen to convert. It enables brands to push more relevant content in their direction.
Let’s look at an example:
You stumble upon a website that sells shoes, at which you're especially interested in the sneakers. You spent quite some time browsing through the sneakers they offer, but you're not sure which one you like most so you don’t complete the purchase and leave the page.
Because you have spent a certain amount of time and interacted in a certain way, the website has “
There are many platforms that offer retargeting services, of which the most famous ones are Facebook Business Manager (for Facebook and Instagram) and of course, Google (display & Youtube). Both these platforms are extremely useful tools for advertising and branding purposes as it enables you to reach your target group right where you want them.
When you use Google Ads for retargeting you can use Search and Display and Youtube. It’s important to understand the difference between those ad types, as they serve different advertising purposes. Search ads are aimed at users who search for specific keywords and are looking for certain products, services, companies. These ads are text-based and very limited in size, meaning you can't use search ads for video retargeting.
However, Display ads can be placed in banners, sidebars
“One minute of video is worth 1.8 million words.”
You probably already know you can target videos to a specific audience and on specific pages and channels. But did you also know that you can even change the video based on the viewer? Meaning that instead of having one video for everyone you can create a unique video for every unique person. In each
Curious how video retargeting could work for your brand? Don't stay behind and get in touch.