Retargeting is a powerful advertising technique that allows brands to reach out to potential customers who have previously interacted with their website or mobile app. It works by using cookies to track users’ online behaviour and display to them targeted ads on various websites and social media platforms. Read on and find out how you can use retargeting in your business. 

How does retargeting work?

Now that we know what is retargeting, it’s time to learn more about how it works. The process begins with a user visiting your website or mobile app. While they’re on the site, their online activity gets tracked, and the information about products they’ve seen or added to the shopping cart is stored. This data helps advertisers identify the user as someone who has previously interacted with their brand. So later, when the user visits other websites, they get displayed ads related to the products or services that they showed interest in earlier.

Of course, retargeting can be used to target users at different stages of the sales funnel. For instance, if a user added an item to their shopping cart but did not finish the purchase, you can use retargeting to show them a special offer or a discount code, encouraging them to return and complete the transaction. Similarly, if a user has visited a particular product page but did not buy anything, retargeting can be used to show them ads related to the same product or similar items. For example, when a user visits your website, looks at several maxi dresses and adds one of them to the cart, you can show them ads encouraging them to finish the transaction or display content with dresses they viewed or even some others in a matching category. 

What categories of users can you reach?

Before we move on, it's essential to learn more about the behaviour of online consumers. When people browse through your website or web app, they can be categorised into three different types:

• Visitors - these are people who have visited your website but haven't added products to their cart or placed any orders.
• Shoppers - these users have added items to their cart in the past but have never completed a purchase. The reasons for this could be varied, including high prices, or difficulties in the ordering process.
• Buyers - these are customers who have successfully placed orders on your website or app in the past.

Remember that depending on your retargeting campaign goals, you can choose to target any or all of these groups with your ads.

What is retargeting and its connection with deep learning?

Technology has advanced so much that the use of deep learning algorithms, which enable businesses to understand their customers' needs and preferences better, is even more prevalent. Personalization is key nowadays, and deep learning goes beyond historical data, allowing brands to analyse each user's behaviour and target them with the right message, at the right time and place. This allows businesses to optimise their retargeting efforts and deliver a more effective marketing experience.

Programmatic advertising has revolutionized the way digital ads are bought and sold. However, with so many different technologies and platforms involved, it can be challenging to understand the differences between them. Two key technologies used in programmatic advertising are Supply-Side Platforms (SSPs) and Demand-Side Platforms (DSPs). In this article, we will explore the differences between these two platforms and how they work together to facilitate programmatic advertising.