Retargeting

What retargeting means

Retargeting shows advertising again to visitors who already know the shop. The mechanism behind it is an identifier that allows recognition, meaning a cookie or a device identifier. It is set during the visit and allows the same browser to be recognised later on another site and shown an ad.

The difference from ordinary advertising lies in the audience. Instead of a broad, cold group, a narrow group with prior contact is addressed. That is why click rates here sit considerably higher than in cold acquisition.

When it pays off

Retargeting pays when a buying decision takes longer and needs several visits. That is the case with higher priced products, goods that need explaining and services. With a purchase that happens in one go, such as a refill item, the reminder achieves little because the decision has already been made.

The audience within the audience matters just as much. Addressing all visitors together, including those who only looked up a location, waters down the effect. Groups such as those with a full basket, those who dropped out on the product page, or those who left a price comparison are more sensible.

Why it cannot run without consent

Recognition requires identifiers to be set and read, and that is not permitted without consent. It also involves passing usage data to the advertising platform. Anyone running retargeting therefore needs consent in the banner, an entry in the privacy policy stating purpose and recipient, and a rule for how long the identifier applies. Without that basis the effort doubles: the revenue arrives, and so does the risk.

The mistakes that cost most

• Showing too often: anyone displaying the same ad ten times creates rejection. Frequency caps are mandatory, not optional.
• Advertising what was bought: someone who just ordered sees the ad for the same product. That looks inattentive and is the most common complaint.
• Discount as reminder: anyone showing a price cut after every visit trains customers to wait.
• No exclusion list: existing customers and open orders belong on an exclusion list, otherwise the wrong people are addressed.

Frequent questions

• Is retargeting the same as remarketing? Largely yes. The second term is also used for re-approaching people by email.
• How long may the identifier apply? The retention period stated in the privacy policy applies. Short periods are easier to justify.
• Does it work without cookies? Only to a limited degree, through provider identifiers or signed in users. Reach falls as a result.