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A Newbie’s Guide to Retargeting

Advertising a business can be a tricky thing to do in today’s world. Too little advertisement means fewer customers and less revenue. Too many advertisements and people become bombarded, turning them off from wanting to give business to the company that flooded them with ads. So how does a business launch a successful advertising campaign? Retargeting may be the magic answer to their problems.

Retargeting is aiming for repeat business from a company’s customers. While it may be a simple concept, the various types of retargeting can be overwhelming to some. These are the six types of retargeting every marketer should know:

      • SEM and SEO Retargeting
      • Engagement Retargeting
      • Search Retargeting
      • Contextual Targeting
      • Site Retargeting
      • Email Retargeting

SEM and SEO retargeting is all about the words people enter into a search engine that lead them to a particular company’s website. Knowing the words they used to find your company and taking into account what they look at when they click on your website helps you understand why they found you in the first place. That information can then be used to target those people again and get them to come back to the website.

Engagement retargeting is not used often. This is because it only benefits a company if their website has features that will get website visitors engaged, such as with games and videos. Some marketers will use this technique to determine what website visitors are interested in so they can target those specific interests. For example, if visitors go to the website and play a game, the marketer will target game ads to those people.

Search retargeting is a popular choice for marketers because it takes into account the keywords people use to find the website for a business. Search retargeting shows a consumer who hasn’t visited your site your ad once they search terms relevant to it.

Contextual targeting relies on information gathered about a consumer’s interests. For example, if someone searches for flights to Boston, contextual retargeting would suggest a Boston hotel target that consumer.

Site retargeting is when a marketer targets visitors to their website by tagging them and displaying banner ads tailored to what they clicked on while at your site. It’s the most basic form of retargeting, and is often considered one of the most effective. Site retargeting can be used to remind customers that your site still has a product they were looking at, or it can tell them about a sale they might be interested in.

Email retargeting is when a marketer targets a visitor based on their response to the company’s email. Continuing to target a consumer who clicked on a link in the email is worth it. In the same vein, continuing to target someone who didn’t even open the email is pointless. This is the main idea behind email retargeting.

These varying types of retargeting have spelled success for many advertisers. If used correctly, they can improve your company’s profits and increase your reputation with your consumer base.


Felicia Baratz is a freelance writer, graphic designer and social media addict living in Indianapolis, IN. As a contributor to Technected.com, Felicia discusses new, innovative technology and it’s relation to the business world and social media marketing.

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