Guide to successful retargeting in marketing

Become a master of retargeting!
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4 min

In marketing, it is estimated that about 2% of a website's customers have made a purchase on their first visit. Making users come back to your company's website several times is therefore a crucial conversion issue. Retargeting is an answer to this challenge.

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Definition: what is retargeting in the marketing language?

Retargeting is the campaign that is launched to retarget Internet users who have shown an interest in your products or services. It is also called retargeting advertising, a concept specific to digital marketing.

Concretely, web browsers, with the consent of Internet users, save small files called cookies. These cookies make it possible to follow the path of your visitors on the web, even when they have left the pages of your site. Thus, thanks to a third-party advertising agency, you can broadcast a personalized advertisement on a partner website.

In the jargon of digital marketing, there is no difference between " remarketing" and " retargeting" . They are both terms for the same strategies. The expression "remarketing" is simply less generic and comes from the Google Ads platform, formerly Google Adwords.

Why retargeting?

For your business, retargeting has two essential objectives: to bring back potential customers when they are inclined to buy and to improve your company's image in the long term.

1. To bring back potential customers

As we mentioned in the introduction, only 2% of a company's customers make a purchase on their first visit. Every day, you have potential customers who visit your website, who are interested in your offer, but who decide to postpone their purchase. Maybe they are in the subway, waiting to go home? Maybe they are waiting for a few days to receive their salary?

Unfortunately, our attention span is limited in this day and age, due to omnipresent advertising. So, these potential customers will, in fact, have every chance of forgetting about your business within the next few hours. And so you lose business.

Don't let your visitors forget about your company! On the contrary, with a retargeting campaign, you can stay in the mind of each of them, by delivering a personalized ad as soon as they open their web browser.

2. To improve your company's image

The main goal of a retargeting campaign is therefore to make visitors come back to your website several times. But, on the other hand, retargeting has other advantages. Indeed, retargeting allows you to increase your brand awareness and to build a long term relationship of trust.

Therefore, regularly seeing your company's logo while surfing on social networks or on a popular blog reassures Internet users. It also contributes to their loyalty, even if they have already purchased on your website.

Which channel to choose for retargeting in marketing?

To retarget a customer, or a potential customer, a company can exploit three different channels: display on partner sites, social networks and email marketing.

Retargeting by display

In this situation, your company must use an advertising network that has a display network. The websites that are affiliated to its network provide spaces on their pages, in which the advertising network automatically displays ads.

Retargeting by display is therefore purely a marketing automation. Only the algorithm of the advertising network determines, in an autonomous way, which products it will promote, according to the data that the cookie transmits to it. Google's display network is, to date, the most extensive and best known.

To do retargeting with Google, you must use the Google Ads tool. You must also have previously installed on your website a tag called "remarketing".

Retargeting on social networks

Social networks are another possible channel for retargeting. For example, ads promoting your business can be shown between two Instagram stories.

However, retargeting campaigns on social networks do not work in a purely automated way. First, you have to install a tracking code on your website, like the one from Google Analytics or Facebook. Then, you have to use the advertising platform of the target social network, and build an audience with certain criteria to start advertising to it.

Retargeting on social networks is particularly effective for long sales cycles. Indeed, unlike display retargeting, it allows you to broadcast multimedia content, rather than just highlighting one or several products. This reinforces your company's brand image.

Retargeting by email

Finally, you can use email retargeting. The email retargeting can take two forms. Either, we call upon an external provider, or we manage it internally with our own email base.

Retargeting by emailing with an external provider

In this situation, you use an advertising agency that already has an email database with millions of contacts. They will launch the retargeting email campaigns themselves, as soon as a contact from their list visits your website. According to these agencies, it would be possible to retarget between 1/3 and 50% of visitors, depending on the target market. This solution is ideal to convert cold traffic.

Retargeting by emailing with an internal solution

In this situation, you have your own email base. You could, for example, acquire it with a content strategy associated with a landing page. An automated emailing tool will allow you to send retargeting campaigns to your leads as soon as they visit your website.

If this emailing tool is based on artificial intelligence, like Kiliba, it can determine the optimal latency time before contacting each prospect again. This solution is ideal for converting contacts who already know your company.

The advantages of email retargeting for your e-commerce

A study has shown that a company's conversion rates can increase by 150% with a well thought-out retargeting strategy. By email, there are mainly two types of strategies to implement: the one consisting in recreating purchase opportunities and the one consisting in converting an abandoned cart.

Restore buying opportunities

The key to making this strategy profitable is to promote the exact product your prospect is interested in, and to do so at the time of day when they are most likely to buy. Calculating this by hand is a painstaking and time-consuming task. Fortunately, a marketing automation algorithm like Kiliba's can automate the task and save you valuable time.

Convert abandoned carts

The complexity of the purchase process and the last minute hesitation about the amount to pay are the two common causes of shopping cart abandonment. To convert a part of the abandoned shopping carts, an efficient email can make pedagogy to facilitate the payment or propose an exclusive and limited time discount code.


Thanks to its algorithm that allows it to learn from the behavior of your contacts, Kiliba is the best emailing tool to retarget your prospects with the best effort/profitability ratio. To convince you and discover all the features of Kiliba, it is possible to try it for free, for a period of 30 days.

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Stack the odds in your favour

We collect this data to contact you in order to do a demo of all Kiliba features and to offer you services made for you. We also use your email address to send you our newsletters about Kiliba services. If you do not want to receive them, you can check the box below:

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