Retargeting is often used to support conversion campaigns

As it aims to move customers through their marketing journey. But you can experiment with it. For example, try using engagement retargeting to further engage your audience and provide them with offers or messages that increase interest in brand loyalty and engagement.

Dynamic Redirection for E-Commerce

Dynamic retargeting is a strategy that’s particularly useful for e-commerce brands. It allows you to serve ads to users with product pages they’ve recently visited. You can serve native or display ads that feature the exact item a user viewed on your site, or a custom message based on the title or body of that item. This reminds users of products they’ve shown interest in throughout their online journey.

This strategy differs from standard retargeting, which delivers generic ads to people who have visited your site. Standard retargeting ads remind users of your brand message, while dynamic retargeting ads remind users of the exact item they were viewing. Because dynamic retargeting ads vary based on the item a user is viewing, the ads will look slightly different to provide a unique, personalized experience.

For e-commerce brands, dynamic retargeting can reduce cart abandonment rates and keep your brand and products top of mind for users who haven’t converted yet. Or, use dynamic retargeting as a customer re-engagement strategy for customers who have previously converted.

Getting Started with Retargeting

To begin your retargeting strategy, you need to determine your overall marketing goals and budget. Knowing your goals and budget will help you determine which channels will fit into your plan and where you will be successful given your budget. Once you’ve chosen your channels, make sure you have at least one prospecting line and one retargeting line. Prospecting is important because it helps fill your retargeting pool by raising awareness. Finally, decide which actions will result in serving a retargeting ad to the user, and what the follow-up message will be.

Introducing retargeting into your digital media plan will help drive engagement and conversions. With a strong retargeting strategy, you can ensure your campaigns work by delivering a strong call to action to qualified users.