This article was written by Ted Dhanik

Retargeting is an exciting new method for capturing new conversions from an audience that has already viewed your ad. Advertisers know that the most powerful tool they have for branding and conversions is repetition. If the viewer sees the ad multiple times, he is more likely to come around to the messaging of it and buy a product. Using retargeting, you can reach the users who have already seen your display advertising with new messaging or special offers.


Retargeting uses tracking cookies to identify users that have already seen your ad or your landing page. When the ad appears, cookies track if a user visited the page and then serve new ads to that user. Retargeting sometimes takes time to launch, unlike display advertising, which you can launch immediately. You need to first build an audience to retarget, then you can publish new ads to entice them.

How Retargeting Works

On the user side, your first ad appears. If the user clicks this ad, the cookie tracks the record. That user is then served banner advertising from you based on a frequency you adjust. For instance, you might choose to show a user the same ad four times per day.

On the publisher side, you start by setting your usual interests and demographics. The difference is that you create an ad group or campaign that is dedicated entirely to retargeting campaigns. This allows you to build an audience and test your work, without clouding your other campaigns and muddling your results. Retargeting has the potential to save money, but banner advertising is still an important part of any campaign. You should not expect to completely stop regular banner advertising in favor of retargeting. Instead, look to retargeting as an upsell for your current campaigns or a method of getting one more chance at your most motivated potential buyers.

Bio: Ted Dhanik is an expert in business development, with experience building recognizable brands online. Ted Dhanik is the co-founder and president of engage:BDR. Find tips for retargeting and direct marketing from Ted Dhanik.

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