Re-marketing or re-targeting is extreme targeting. An extremely effective web-marketing tool that is increasingly popular in the United States but still little used in Europe. With it, today, you can target a multitude of websites people who have already visited your site – or even on certain specific pages, for example, a product page.
How does it work?
The service providers in charge of your campaign set up a system on your site to tag (or “tagger”) visitors using “cookies”.
These cookies are completely legal. Indeed, they can easily be deleted in the temporary files of your computer but are only very rarely since some cookies have become very useful (stored in passwords for example, etc.).
Service providers who manage advertising space on a multitude of sites then ensure that the ad is displayed based on the presence of this cookie on the visitor's computer.
The 3 advantages of re-marketing
Optimize its useful target: visitors to its site are often hot prospects.
Increase the performance of its actions: We put forward an estimate of click rates multiplied by 2 or 3.
Control your costs: indeed, as often in web marketing, you can opt for performance-based remuneration per click and define a maximum budget.
The 3 keys to successful re-marketing
Clearly define your objectives: re-marketing is most often used to transform sales, but you can also imagine including this technique in loyalty or even image approach.
Respect the Internet user: To date, the few European experiences of re-marketing have often been badly experienced by Internet users who feel "pursued" by sites across the Web. Do not hesitate to “Capper” your campaigns by setting a maximum number of times your ad will be displayed to the same person.
Test: To optimize the performance of your ads, you can easily test different creatives in real-time.