What is behavioural retargeting? How can we achieve it through digital marketing?

HomeDigital MarketingWhat is behavioural retargeting? How can we achieve it through digital marketing?


Conventional marketing may feel like a “give or take” approach for many businesses. Even the most well-crafted communications can fall short for no apparent reason. Prospective buyers don’t have a strong connection to the product, making it difficult to interact and buy it. These less-desired outcomes are frequently consequences of marketers’ failure to craft advertisements that meet the viewer’s specific interests and aspirations. They might also be the result of contacting the wrong people. Behavioural retargeting is all about contacting your website visitors who may have had a strong interest in your product or services but didn’t make a purchase.

Spontaneous advertising should be a relic of the past in this age of data and smart monitoring technology, particularly on the internet. Previous approaches were ineffective, but they also resulted in a massive waste of critical resources over time. As a digital marketer, you may use data analysis technologies to target consumers with increased conversion percentages.

What is Behavioural Retargeting?

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Behavioural retargeting is all about contacting your website visitors who may have had a strong interest in your product or services but didn’t make a purchase. This means you can continually reach out to potential customers to try and convince them to revisit your website and make a purchase. This is particularly useful if someone leaves a shopping cart on your website.

How does behavioural retargeting work?

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Have you ever come across “cookies” while browsing a website, especially for the first time? Well, cookies were initially intended to help web users locate a previously visited website. However, they now serve a different purpose. 

When you “accept cookies” on a website, you have given that site the ability to track data about other websites you are visiting, the products you buy, and sometimes even the password you use. This allows businesses to target their potential customers more effectively.

If a person visits an online store but does not make a purchase, the website can monitor that visitor and send newsletters and special offers to them later. Of course, the business must have the user’s email address and additional data about the preferences of the customer. This will improve the likelihood of a conversion.

In a word, the goal of behavioural retargeting is to get a user back to your site so they may convert into someone who purchases your products or services.

Let’s bring the processes into perspective with the below:

1. Tag-based retargeting

Visitors to your website will see Google retargeting advertising as they explore the web. Retargeting uses cookie-based technologies and JavaScript code to follow users around the Internet. When you divide your viewers depending on their preferences, you will use this program to personalise separate pages. 

Originally, Google advises that you aim at everyone that has visited your page. However, this will raise prices, and your advertisements will not be focused.

2. List-based retargeting

A list-based retargeting strategy allows you to create highly targeted advertisements. These initiatives need some human labour because the list must be maintained and updated. The system will identify users with such email addresses, and appropriate adverts will be served.

So, when it is all said and done, how do you get a potential customer to revisit your website again?

What are the various retargeting options?

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1. Site Retargeting

Site retargeting allows you to target visitors to your website based on their browsing habits. This includes pages visited, product viewed, and items added to a shopping cart. Site retargeting is a way for advertisers to reach potential customers that have expressed an interest in their products and services. It can be a powerful tool to encourage them to convert.

2. Search Retargeting

Search retargeting targets users that have searched for a particular keyword on a search engine. This type of retargeting can be used to target users in the research phase of a buyer’s journey. Advertisers may use search retargeting for users who have expressed interest in their products and services. This is even though they haven’t visited their website.

3. Email Retargeting

Email retargeting targets users that have previously engaged in an email campaign, but didn’t convert. This strategy involves sending follow-up emails personalised to encourage users to take action such as purchasing or signing up for a product. Email retargeting can be a powerful way to re-engage potential customers and to encourage them to take the next steps.

4. Retargeting Social Media

Social media retargeting targets people who have interacted on a brand’s social networks profile. This includes liking a post, following the brand and even liking it. This type of retargeting can be used to reach potential customers who already know a brand and are interested in their products or services.

5. Contextual Retargeting

Contextual Retargeting targets users based upon the content they have read or watched a video. Advertisers can show ads to users who are interested in a topic even if they haven’t specifically searched for it.

6. CRM Retargeting

CRM retargeting targets customers who are already part of a brand’s customer base. This type of retargeting can be used to encourage repeat sales or cross-selling. To show ads to customers who have made previous purchases, advertisers can use CRM Retargeting to encourage them to purchase another product or to try a similar one.

7. Dynamic Retargeting

Dynamic retargeting shows personalised ads to users based upon their browsing habits and buying behaviour. E-commerce companies often use dynamic retargeting to show customers products that they have viewed previously or added to their cart. Dynamic retargeting lets advertisers show personalised ads to users based on their interests. This is a great way to motivate them to buy.

How Can Behavioural Retargeting be Achieved through Digital Marketing?

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1. Use cookies:

Cookies are small pieces of data that are stored on a user’s computer when they visit a website. By using cookies, you can track user behaviour on your website and show them targeted ads based on their browsing history. For example, if a user visits your website and looks at a specific product, you can use cookies to show them ads for that product or similar products on other websites they visit.

2. Retargeting ads:

Retargeting ads are a popular way to reach potential customers who have already interacted with your brand or product. These ads are displayed to users who have visited your website but have not yet made a purchase. By displaying relevant ads to these users, you can keep your brand top-of-mind and encourage them to make a purchase. Retargeting ads can be displayed on a variety of platforms, including Google, Facebook, and other social media platforms.

3. Email marketing:

Email marketing is another effective way to retarget customers. By sending targeted emails to customers who have abandoned their shopping carts or shown interest in a particular product, you can encourage them to complete the purchase. For example, you can send a personalised email that includes a discount code or a reminder of the items left in their cart.

4. Dynamic product ads:

Dynamic product ads are personalised ads that showcase products that the customer has previously shown an interest in. These ads are created dynamically based on the customer’s browsing history and can be displayed on social media platforms like Facebook and Instagram. For example, if a user has visited your website and viewed a particular product, you can use dynamic product ads to show them ads for that product or similar products on their social media feeds.

5. Personalisation:

Personalization is key to effective retargeting. By using data on a customer’s browsing and purchasing behaviour, you can create personalised ads that are more likely to resonate with them. For example, you can use data on a customer’s previous purchases to recommend similar products or offer them personalised discounts. You can also use personalization in email marketing by including the customer’s name and other relevant details in the email.

Why is behavioural retargeting important?

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  • Behavioural retargeting is ideal for companies with a steady stream of visitors to their official site. If a company has at least 100-150 unique visitors every month, Google retargeting advertisement is a viable choice.
  • Retargeting advertising may also assist businesses in marketing their finest or latest goods. Promoting what your previous customers enjoyed most can help attract new customers and persuade them to buy your products.
  • You may categorise your users by their interests and activities and then target them correspondingly using retargeting. This allows you to produce appropriate advertisements for your target market, resulting in increased sales.
  • Behavioural retargeting advertising might assist in updating people concerning your business. These individuals have expressed interest in your goods and services and will likely make a purchase.


Now that you’re acquainted with behavioural retargeting, you’re aware of how you may use this tactic. You may utilise email messages to retarget your clients or targets, watch your site activity, and employ Google or social networking sites’ tailored advertising strategies. Your company’s needs determine the behavioural retargeting and network you use. You can combine all of these tactics or focus on one at a time. Examine your company’s objectives and resources to determine what will work better for you.

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