Hello Tanxia,
What is retargeting? How does it work and what are its different channels?
This is a technique that consists of offering ads to people who have already visited a website, to remind them to come back! It’s a great way to keep your brand in the spotlight and convert visitors into customers!
We have identified 3 retargeting channels:
1 – Retargeting advertising on third-party sites
2 – Retargeting advertising on social networks
3 – Retargeting via triggered email on third-party sites
What are the best practices for running an effective retargeting campaign?
Prefer the classic IAB formats (megaban / pavé) used on all sites for display retargeting.
You also need to pay close attention to segmentation and refine your targeting. It’s a good idea to carry out AB testing on visuals, and to change them regularly to keep them surprising and appealing.
In Agence Profession Santé’s experience, what are the examples of campaigns that work best?
We have found that online surveys and self-tests are ideal for retargeting. But also, for example, operations to mark World Health Days.
Can you bank on retargeting?
No, you can’t bet everything on retargeting, because it’s only one part of a remarketing campaign.
We mustn’t neglect upstream organic media coverage: displays on high-audience sites, e-mailings to specific targets, etc. Retargeting completes the picture, raising awareness and converting users beyond our own channels.