What Is Retargeting and How Does It Work?

Today retargeting and remarketing are very popular terms, and lots of users say that site performance will definitely benefit from it. But what does this term mean?

Retargeting (also known as behavioral retargeting or remarketing) is an online advertisement mechanism that delivers ads to users that have already visited an advertiser’s site. Or, in other words, it is a repeated advertisement of the site that a consumer visited earlier (especially if this visit did not result in a sale).

Retargeting is subdivided into two basic types:

  • Personalized (it is used to analyze actions and online behavior of a specific visitor of the site);
  • Search (it allows to analyze search queries of a specific consumer).

All you have to do is to place a special code on the site. When users visit pages marked with this code, they are added to target groups. All the users from the target group will see your ad on other sites based on the data about their actions. Information about user online behavior is collected by cookies and stored in a database.

Retargeting helps to improve the public image of your site, increase sales, and analyze the traffic.