Retargeting is a marketing tactic that targets a specific audience based on their previous internet activity which has been tracked by an organisation.
So, to put it into context: imagine a potential customer has seen an ad of yours on Facebook, and decides to click through to your page. They read a blog or two, took a look at what services you offer, and then click close on the tab and go on with their day.
With retargeting, this doesn’t necessarily mean a missed opportunity. There are ways for you to reconnect with that customer to give them a reminder, or reposition your offering to help move them down the funnel.
There are two main types of retargeting:
Pixel-based retargeting means you can remarket your material to anyone who has interacted with your page, even if you don’t have their details.
This is the most common type of remarketing, however, it does have the disadvantage that you have little control over who you’re remarketing to.
If you have the pixel set up to serve retargeting ads to someone who has visited your website, that’s exactly who will see it.
List-based retargeting is slightly more conventional, but still in widespread use. This works by retargeting people that you already have on your contact list obtained via lead generation, networking or otherwise. To retarget, you simply feed that list of email addresses into the platform you wish to serve the ads.
The benefit here is that you can tailor that list to suit your goals, and you have control over who you choose to include or exclude. One setback is that this entirely depends on you having the most up-to-date information on the customer, as the platform you choose (e.g. Facebook or Twitter) will serve the ads to anyone who shares the same email address as the one you provide in the list.
So if they gave you a different address to the one they use for the platform, they won’t see the ads.
Depending on the KPI you have in mind, both have their own roles in your retargeting strategy.