What is retargeting and how to use it?

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We've all been in this situation, where we visit a website with a pair of shoes that catches our eye, but we ultimately change our minds because it's the end of the month and it's not the right time. And then after this little escapade on the web, this famous pair of shoes starts to follow us everywhere, as if by magic. When we scroll on our favorite social network, when we check the weather, or when we play our favorite game on the phone (the one with the little multi-colored candies for example). Well, know that when this happens to you, it's simply because you've been the victim of retargeting !

This is an extremely effective marketing practice for businesses and brands, which allows you not to lose the attention of your prospects on the web . So let's see together how to clearly define retargeting, and above all, how to set it up to meet your objectives and boost your website.

What is retargeting?
“Retargeting” allows you to transform your internet browsing into a personalized experience. In other words, it refers to the action of effectively retargeting people who have already interacted with your company , most often usa phone number list through your website, but who have not carried out the expected final action (a purchase, filling out a form or other). This powerful technique works through the use of cookies, which allow you to track users as they browse the web by storing their information.

This powerful technique works through the use of cookies, which track users as they navigate the web and store their information.

Concretely, here is an example:

Mathilde visits your site and discovers your services, but leaves without leaving her contact details. Thanks to retargeting, you will then display an advertising banner on another platform to give her a reminder. She will then be tempted to come back and get additional information, before finally leaving her contact details to be contacted again.

Why do retargeting?
Whether for sales or lead generation purposes , there is little chance that you will be able to obtain a conversion from a person who does not know you and who is visiting your site for the first time (especially if you are not a world-renowned brand). This is also the basis for the concept of “sales funnel” or “conversion funnel” , which is widely used in web marketing. The latter consists of taking into account the stages of the customer journey that lead to a purchase or obtaining a lead.

The term funnel or tunnel is then used because there is inevitably a loss between the number of people visiting your site and those who will become customers.

In any case, retargeting is an integral part of this strategy, since it will involve showing very specific messages to users depending on where they are in their purchasing process. All this will allow you to increase your conversion rate , but also to better work on your customer loyalty.

The different ways to do retargeting
Retargeting advertising can be done through different channels, here are the main ones:

Social networks
We all spend so much time on social media every day that it would be silly for advertisers not to use it to capture potential new customers. Social media retargeting has therefore become an extremely widespread practice. Facebook, Instagram, Linkedin, Pinterest, Tiktok,

Each of these platforms has its own advertising network and provides the opportunity to create user retargeting campaigns. Be careful: each of them has very specific target audiences, so it will be essential to know who you want to address in order to choose the one(s) that will be most relevant for your business.

Display banners
Display campaigns on Google Ads are essential for retargeting. Display refers to the display of advertising banners in various formats on third-party sites and mobile applications. Advertisers can choose to target the audience based on the sites visited. In fact, during your future browsing, you may come across these advertising banners, in the form of images or GIFs, often personalized for a second visit.

Emailing
Retargeting via emails consists of sending an electronic message to an Internet user to encourage them to return to your site. Generally, these are people who have already created an account on the site in question, and for this to be possible, the user must have provided their email and authorized to receive communications from you. In any case, this type of retargeting is especially effective for e-commerce, particularly with the recovery of abandoned carts .

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