A retargeting software is a marketing automation tool that displays personalized ads according to the browsing behavior of each individual user who visits your website. Retargeting is an online marketing instrument which grew in popularity over the last years, and for good reasons.

According to statistics, prospects retargeted with the help of a marketing automation tool are 70% more likely to turn into customers. If you are not familiar with how a retargeting software works, here are 3 tips on how to efficiently use it:

1. Choose a retargeting software suitable for your needs

The first step in achieving success is choosing the retargeting software that is suitable for your needs, business-wise. Despite the fact that the concept is quite young, there are many retargeting softwares to choose from, each with its own strengths and weaknesses.

Here are the two main types of retargeting software:

a) Managed platforms


This type of retargeting software is mostly recommended for those that are beginners and do not have enough experience in running a retargeting campaign on their own. Managed platforms allow you to run your campaign based on the target metrics and settings you specify in advance. This type of retargeting software offers account managers and automated CRO tools that maximize the performance of your campaign.

b) Self-service platforms


Self-service platforms are ideal for online advertisers who want to manage various aspects of the available features, such as audience segmentation, ad spend and reporting capabilities. These platforms require a more detail oriented approach on your part, but in turn, offer more control over the final outcome.


2. Concentrate your efforts on the most relevant settings of your retargeting software


After choosing the retargeting software that suits your business needs, you have to set several parameters. Among other settings, you need to decide the geolocation, time, and frequency of the ads you want to display each audience segment. Here are some of the most important factors you need to take into consideration when creating and setting your ads:

Audience location;
Day and time;
Cookie duration;
Number of impressions per visitor per day;
Offer rotation.

3. Use your visitor's browsing behavior as criteria for audience segmentation

Each consumer is different, with individual needs and interests. Therefore, instead of serving every prospect the same pop-up ad, you should personalize it according to their browsing behavior.

For a proper audience segmentation, you first need to divide your website into areas of interest. One logical segmentation would be to organize your website by industry (vertical market). Another way is to segment your targeted audience based on the products you offer. In either case, you’ll build a profile of each prospect by tracking which pages they accessed.