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These days, whether you’re the owner of a small or medium-sized business, a freelancer in any sector, a professional or even an artisan, it’s almost a given that you have an internet presence, whether through a professional website, an online shop, a YouTube channel, a blog, an app or the various social media (LinkedIn, Facebook, Instagram, etc.).

You’ve surely established an internet marketing strategy employing including:

  • Paid advertising on various platforms
  • Search engine optimization (SEO) to ensure that you appear at the top of the results in search engines such as Google.
  • Other numerous techniques to grow your audience and your sales.

Have you heard about retargeting or remarketing? Are you interested in utilizing this technique, but you’re not exactly sure what it is or how it works 🤔 Here’s some information to help you understand and implement a retargeting campaign.

What’s involved in a retargeting campaign using your own data?

Did you know that only two percent of internet users are “converted” during their initial visit to a website? 😮

Retargeting is a digital marketing technique that consists of presenting ads to people who’ve visited your website without completing a desired action, such as making a purchase, subscribing to a newsletter, filling out a form, etc. This technique enables you to engage users who’ve already interacted with your online platform (website, mobile app, eCommerce store, etc.). It’s a strategic, efficient and personalized way to direct your advertising to a predetermined audience in order to incite them to make a purchase or sign up for a subscription.

This system functions by means of cookies, pixels and other conversion tracking tools installed on your website to tag everyone who visits it. Web publishers subsequently recognize these trackers, which allow them to distribute your advertisements to these same users. The Facebook pixel and Google Ads tracking are the most frequently used tracking tools in online commerce.

🎯 Retargeting aims to achieve the following objectives:

  • Augment recognition and awareness of your brand
  • Boost your sales by increasing your conversion rates
  • Increase the number of subscriptions (e.g. to a newsletter or a YouTube channel)

According to an eMarketer study, 58 percent of visitors to a website report noticing advertisements for products they have looked at on other websites.

You have several techniques available for implementing a retargeting campaign using specialized tools, such as Google Display remarketing or retargeting on Facebook, LinkedIn and YouTube. Below are some of the techniques at your disposal.

  • Standard retargeting: this method displays advertisements for specific content to previous visitors to your website while they’re on other websites or using apps.
  • Dynamic remarketing: this technique is more complex, as it allows advanced targeting, displaying an advertisement for a specific product or service a user has viewed on your website and precisely timing that ad to appear at the most propitious moment for making a purchase.
  • Remarketing lists: these lists enable you to display advertisements for products or services to previous visitors to your website while they’re performing Google searches.
  • Customer list targeting: this option allows you to import a list of contact information provided by your clients so that you can re-engage them. As a result, you can display advertisements to these users on different media. In fact, as of the moment a contact agrees to receive news from you, you will be able to expose the person to your Facebook ads, as the user has given you permission to contact him or her. Learn more about customer list targeting on Facebook.
  • Lookalike audience targeting: this strategy employs lists of data (most often remarketing data). It enables you to broaden the reach of your advertisements by targeting new users with characteristics that are identical to those of your website visitors. Learn more about lookalike audiences on Facebook.
  • Video retargeting: when internet users who’ve previously watched your videos or your YouTube channel are interacting on other websites or Display network apps, you can show your advertisements to them.

Since all of these remarketing methods involve the use of cookies, you should be aware that you’re legally obligated to inform your website visitors of this fact. Make sure that your website’s general conditions stipulate the use of these technologies and don’t forget to ask your users to accept them.

The advantages of retargeting

Remarketing is a powerful, highly effective tool. According to an eMarketer study: 

  • Retargeting can increase responses to an advertisement by up to 400 percent.
  • Internet users who are retargeted with graphic ads are 70 percent more likely to be converted 😯


It is becoming increasingly commonplace for internet users to comparison shop before making a purchase. So the more they see your products or services, the better odds you’ll have of making a conversion. Additionally, the more you use complex, specialized remarketing tools combined with abundant data, the more relevant and efficient your retargeting will be.

Of the numerous advantages to retargeting, the primary ones are as follows:

  • Enticing your audience by displaying advertisements for your products or services to help internet users find you while they’re performing searches
  • Reaching a wider audience by means of your remarketing lists
  • Displaying targeted advertisements for very specific situations in order to increase conversions
  • Ensuring cost-effectiveness by taking advantage of automatic real-time auctions, such as Google Ad auctions, with no surcharges
  • Creating high-quality advertisements for all of your products and services with ease, using the wide variety of available tools
  • Compiling numerous statistics, thanks to detailed reports (performance, cost, placement, etc.) 

A concrete (and effective!) example

We know that with frequent exposure comes action (a purchase!). So why not combine two channels to increase your chances of being seen?

For example, you could send a newsletter containing a promotional offer on a given date. You could subsequently launch a customer list retargeting campaign using the same email list you used to send out the newsletter. As a result, you can potentially expose your contacts to the same promotional offer on two different platforms if they opened the newsletter and their profile is present on Facebook! Not bad, huh?


Are you eager to embark on a retargeting campaign using your own data? Does all of this seem so complicated that you’d rather seek the advice of experts? Call on the professionals at BJMédia! Their team of marketing strategy specialists will be happy to answer all your questions and help you find the best solution, in keeping with your needs, your products or services and your budget.