Retargeting Ads in Programmatic Advertising

Are your video assets ready for the TV screen? CTV Spec Check >

Retargeting Ads in Programmatic Advertising

What is Retargeting Advertising?

Understanding the importance of retargeting site visitors is crucial for advertisers. Site visitors are found to be 70% more likely to convert with a retargeting tactic. In layman terms, the retargeting definition translates to creating advertisements to connect to those who have already left a website. During the first visit, the site guest may not have been ready to make a purchase. Retargeting ads aim to sway that existing site guest to purchase on a subsequent visit. Some of the most effective platforms in which an advertiser can retarget audiences are search engines, websites, audio, and even Connected TV/OTT.

For an advertiser’s retargeting ads to encourage the prior site visitor to make the conversion, he or she must create or display relevant creative assets that engage and push their site visitors to return to his or her site. The retargeter typically uses ad types like banner ads that consist of text, images, video, or audio to remind the consumer what he or she was interested in on their prior visit.

The fundamental way that a retargeter would develop an ad is to use cookies. Once a remarketing pixel is placed on every page of an advertisers site, a cookie is tagged on the user’s browser. The benefit of cookies retargeting is to track their site journey and immediately serve users with an ad. These cookies are considered the advertisers tracked first-party data that store the users data on a web browser after he or she visits a specific website. The cookies remember things like their unique users ID or Global User ID (GUID) to log onto the site and the users onsite activities. The first-party data collected from these cookies assist in helping advertisers and agencies serve users accurate targeted ads to ultimately increase conversion rates.

Many may also hear remarketing vs retargeting, but they’re actually interchangeable meanings. The remarketing definition, or the retargeting definition, is a way for advertisers to connect with their previously interactive site visitors or cart abandoners. Therefore, a remarketing strategy, or a retargeting strategy, is crucial in achieving a campaigns goal of keeping users engaged. In fact, retargeting cart abandoners with relevant ads can actually increase conversion rates up to 26%.

Retargeting Strategy

How is retargeting effective? An advertiser must first build a solid retargeting strategy or media plan on how to retarget their perfect audience. This consists of retargeting specific and interested demographics with the advertisers ad campaigns. An advertisers goal is to get these consumers to drive down the marketing funnel. Though, the ads may not aim to make instant and quick conversions, it’s an effective retargeting marketing strategy because of a variety of things depending on the advertisers campaign goal:

  • Brand retention
  • Brand recall
  • Increase Return on Ad Spend (ROAS)
  • Increase Click-Through Rate (CTR), among many others

Even as advertisers continue to retarget, or connect, with their consumers to encourage them to convert, the relationship between the both will build trust. For example, over 30% of consumers have a “positive” or “very positive” opinion of retargeted ads and appreciate being reminded of products they were once interested in pursuing.

There are various ways a retarget strategy can perform based on the campaign goal, such as featuring short-term ads with limited-time specials or deals. The retargeting ads should involve a direct and personal message that appears on any platform the user is currently using. And as part of any effective retargeting marketing strategy, an advertiser wants to provide a sense of urgency, or Call To Action (CTA), that encourages their current site visitors to convert into customers. For example, in a survey by Leadpages, the agency found that Facebook users were 76% more likely to click on retargeted ads.

The Types of Retargeting Ads

Advertiser’s marketing strategies vary per brand and per audience. With any retargeting strategy comes different types of retargeting ads to serve a purpose. Two very common retargeting methods include the following:

1. Behavioral Retargeting

In behavioral retargeting, the advertiser engages with the previously interactive site visitor based on their onsite activity, or actions. In order to do this, a remarketing pixel is placed on one, or all pages of the advertisers website. As the user lands on the site, the pixel sets a cookie in the user’s browser that then tracks the visitor’s journey through the site. Here, the advertiser can analyze the activity and determine which creative retargeting campaign to serve the user once no longer on the site.

2. Contextual Retargeting

In contextual retargeting, sites outside of large advertising sites share similar or identical user interests to exchange pixel, or cookie, data. For instance, a site visitor leaves one clothing site and lands on another site. The advertiser from the first site is able to serve his or her retargeting campaign to the user on the second site visited. This method is extremely effective for brands looking to reach specific audiences, while keeping the Cost Per User low.

Additionally, some effective programmatic advertising channels that make retargeting an existing site visitor successful include Connected TV Advertising / OTT Advertising, Display & Native Advertising, Audio Advertising, and Video Advertising. Advertisers are able to use cross channel remarketing methods and cross screen remarketing methods by sending their existing site visitors specific creative campaigns, whether they’ve converted on your site or not. This tactic helps guide the following metrics:

  • Reach and maintain a wider audience
  • Continue brand message and a continued story
  • Drive engagement, Click-Through Rates, and new site visitors/potential customers with a targeted audience.
  • Drive more conversions, and ultimately Return on Investment

Overall, site retargeting ads are seen to be able to lift ad engagement rates up to 400%. Display vs retargeting ads are extremely important considerations for any advertisers remarketing strategy.

Retargeting Competitor

Facebook is a well-known competitor in retargeting within the advertising industry. Like many other site retargeting advertisers, Facebook retargeting software makes the process automated, uses pixel tracking, and lastly the Facebook retargeting tool tracks engagement with the advertisers brand for each user. According to Facebook for Business, advertisers can manually enter customers into their database. However, Facebook retargeting software is also found to be more challenging than user friendly to manage.

Additionally, as everything else, advertisers must personally create a Facebook retargeting strategy on their platform. This type of platform that provides zero guidance typically is not always easy to follow for novices. A common complaint about Facebook retargeting tools is the expense. The cost may be out of budget for smaller agencies and the margin for error is greater for an advertiser to lose on their Return on Investment (ROI). As we work with many brands to deliver low a Cost Per User, Keynes believes it’s crucial for advertisers to rely on established agencies to assist with retargeting ad tracking and generation.

We manage retargeting goals better on every programmatic channel for you and optimize daily reports to make sure our clients are seeing a return. We work towards retargeting users who have shown interest in your brand to even prospecting users who have not yet been exposed to your brand.

Industry Expert Insights

Keynes Digital’s team of industry experts work hard to make running programmatic campaigns simple. We keep up-to-date on digital trends, partner with the best-in-class technology platforms, and negotiate deals with the top-tier inventory providers, so you don’t have to.

Talk to an Expert.