The retargeting tool allows ads to be targeted to users who visit the advertiser’s own website. These can be broken out by subpage—for example, if a non-profit organization wants to send donation ads to people who have visited its donor page, and then separate client service ads to people who have visited the client service pages. Any retargeting tactic requires the placement of a pixel or line of code on the advertiser’s website.

If visitors to your website are valuable to you, retargeting is essential. People who visit your website are much more likely to engage with your brand a second time, so this audience is very important. You probably spend plenty of money already promoting your website and getting people to come and visit, so it’s very important to capture the people who follow through and view your site, and deliver follow-up messaging to them to solidify your brand.

If your website has multiple product or services pages, or different areas which would attract different audiences, we recommend separate retargeting tactics for each appropriate page. For example, a non-profit that has community-focused services may want to retarget visitors to its services page with one message, but retarget visitors to its donation page with different creative with a different call-to-action (CTA). 

Also, retargeting your website visitors with multiple creative tactics like display, pre-roll/internet video, and streaming video on TVs is a great strategy. With our strong cross-device mapping technology, it’s easy to retarget people who visit your website on their phones or computers with an ad on their Internet-connected streaming TV device like Roku, AppleTV, FireStick, or native smart TV app.  This allows you to be on as many channels as your website visitors are on, and meeting them where they are online.