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How Does Retargeting Differ From Buying Display Ads?

  • Retargeting allows an Advertiser to only target users that have visited your site and previously interacted with the brand (engage)
  • You may opt to run campaigns that target users that visited a specific part of your site, or run campaigns targeting users who have visited any part of your site; either way you are guaranteeing that you only spend ad dollars on users who have previously visited your site
  • Standard Display Media buys primarily intend to target users in the first stages of the buying funnel (attract)
  • With those ad buys you are tasked with introducing your brand, establishing trust, communicating value propositions, etc., all while trying to attract the user towards a desired action

Retargeting vs. Display

  • User is prequalified by past interest/search/visit
  • You can close users that visited but did not convert (95% of visits)
  • Retarget users who closed with similar deals/products
  • Offer unique specials and promos specific to a qualified buy
  • Ability to change brand sentiment (post visit – continue showcasing the brand depth)
  • Very effective retention tool – keeping at the ‘front of mind’ of users
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