Retargeting is the process of serving up ads to a predefined remarketing list. Typically, this method of Digital Marketing offers superior results when compared to other ad delivery strategies.
Rifle Marketing recommends both a remarketing strategy and an exclusion strategy for each of our clients.
Retargeting Lists are created in several ways the most common of which is to remarket to users that have visited and have not transacted on sections of your website. Another common example is to target users that have transacted on your website, to introduce new promotions or exceptional deals.
Some retargeting platforms allow importing customer email lists, which can be helpful for targeting customers that may have converted offline without visiting your website.
Google Ad Remarketing
Google Ads offers the most methods to Retarget your users or customers. In May of 2017 Google Ads introduced Remarketing for Search, whereby you can target or exclude users on a remarketing list via the search network.
Setting up Adwords remarketing lists in in Google Analytics is simple and does not require access to the website code, whereas setting up remarketing tags in Adwords requires placement of remarketing tracking code on your website. They also allow importing email lists. With Google Ads remarketing, excluding audiences is just as important as targeting them.
Facebook has gained a lot of ground over the last several years, specifically within the remarketing Ad Space. Similar to Google Ads, to create a Facebook retargeting list requires adding a snippet of tracking code to your website, or uploading customers email address' of the customers that you would like to retarget.