Retargeting is a digital marketing technique whose objective is to impact users who have previously interacted with a certain brand.
This video will help explain the concept:
For example: A user enters an ecommerce willing to make a purchase, but at the last moment regrets and does not do it. He closes the session and continues browsing other websites. Suddenly, in the ads of the website where he is browsing, there is an advertisement for the product he was going to buy. Well, that is retargeting.
The objective of retargeting is to remind users interested in our products that we are there and that we have an interesting offer to offer them. We encourage recall to achieve the final conversion.
Retargeting works thanks to cookies that are installed in the user's browser once he visits a specific website. Then, when he enters other websites that accept ads from third party campaigns, the ads of the products we have previously visited are shown.
With it, we manage to increase the CTR, increase conversion, and recover those users who have been undecided when it comes to making a conversion or a purchase.
This technique is more useful the more traffic you have. Therefore, retargeting is a technique that should be complemented with a Content Marketing strategy.