how to get started with retargeting ads

Getting Started with Retargeting Ads

As a digital marketer, do you ever find yourself so far bogged down with the technical minutiae of your product offerings that you forget what you were trying to achieve in the first place? We’re right there with you. Everyone can benefit with a refresher on the basics, and in this industry things change so quickly that there’s always something new to learn.

Let’s start with a refresher on Retargeting Ads.

What are Retargeting Ads?

Retargeting ads are a type of display  advertisement. Unlike their prospecting counterparts, retargeting ads are served to an individual after they have visited a website, shown purchase intent, and then abandon their order.

How Does Retargeting Work?

Cookies capture a user’s behavior on a website and create targeted advertisements to re-engage users after they leave the site. With the data collected, businesses can:

  • Create strategies based on a customer’s journey, interests, and strength of their intent to buy
  • Use segmentation strategies to show the most relevant and personalized display ads
  • Show dynamic ads of specific products or offers of interest to a customer
  • Serve dynamic ads of recommended products based on customer browsing history

Here’s an example of what this process looks like from the customer’s perspective:

 You’re in the market for new sneakers. You first visit adidas’ website and find a pair of fresh kicks that you simply cannot live without. You add them to your shopping cart and just before you checkout, you remember that you have a coupon code for Footlocker. You close out the tab with your adidas shopping cart and begin a new search on Footlocker’s site.

By the time you find the same pair of sneakers, add it to your cart, try to add your coupon code (what do you mean, ‘restrictions apply’?!), and PRAY for free shipping, it’s time for dinner, and your patience for shopping is worn thin. You decide to table your sneaker quest for a future date.

In the days following your sneaker hunting debacle, you notice an ad for those exact adidas sneakers on the right side of your New York Times homepage, and then again at the very top of your favorite cooking blog. With renewed fervor, you return to the adidas website- the kicks are still in the shopping cart!- and complete the order for the sneakers you deserve!

Improve Branding Through Retargeting Ads

In the alarmingly common example above, your actions make you the ideal candidate for a retargeting ad from adidas because you demonstrated strong purchase intent: you added an item to your shopping cart. The retargeting ad kept the adidas brand and those sneakers top of mind and nudged you to complete the final steps in the purchase process- with adidas- when you were ready to do so. 

Retargeting is a great tactic for enhancing brand awareness and recall because retargeting ads are served in locations where users actually spend their time online and the content is highly personalized. When a customer reaches the point in the customer journey when they are ready to make a purchase, they will be motivated by retargeting ads to return to the website they were first exploring and are most familiar with.

If you want to get into the nitty gritty of Cybba’s display retargeting approach, check out our Display Retargeting datasheet. 

If you’re sold on the value of display retargeting but looking for best practices on campaign optimization, read our blog post on how to Supercharge Your Paid Ads.

Increase Conversions 

Retargeting ads are just one tool in a suite of solutions Cybba uses to re-engage with today’s highly distractible online shoppers. In 2019, the average shopping cart abandonment rate was 69.75%, representing millions of dollars of lost revenue for ecommerce businesses. Retargeting ads are a non-invasive and customized way of ensuring that when a consumer is ready to make a purchase, your website is the first stop on their trip.

To learn more about Cybba’s re-engagement strategies and how to implement retargeting on your site, reach out to our specialists at

Victoria Cohen
Victoria Cohen
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