• Serve ads to your website visitors who have not taken a specific action
• Target those who have shown interest in your brand, its products/ services
• Use insights from their online behavior – pages visited, time spent, links clicked

• Retargeting uses paid ads whereas remarketing uses email campaigns

• Awareness: Inform visitors about products/ features/ announcements
• Conversion: Get them to take the next step (such as form submission)
• CLV: Increase customer lifetime value by nudging them to buy more
• E-commerce: Decrease cart abandonment by sending a reminder
• Product launch: Help your customers easily discover new products

• Add a pixel tag (short piece of code) shared by the ad network to your website
• This uses browser cookies to include website visitors in your retargeting list
• They will see your ad when they visit sites that run ads from your network

4 types of retargeting ads: Display, native, search, social media.

• Incentivize your audience with special offers not available to them before
• Limit number of ads served to the same user to avoid losing a potential customer
• Display personalized ads (dynamic retargeting) to e-commerce visitors based on products they viewed
• Optimize costs by analyzing which devices/ OS/ geographies have higher conversion