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Can anyne tell me more about re-targeting? Was the cTR higher or lower? Would you do it again?

Thanks

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  • Latest Post Latest Post by jbreinlinger

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Asking about retargeting and cookies kicked off useful clarifications from and . Below are modern, practical points that add to that early discussion without repeating the basics you already read.

Start with audience design and creative. Split visitors into tight, action-oriented lists (example: cart abandoners), mid-funnel viewers (product or category pages), and broad site visitors. Tailor messaging and offers to each group and use dynamic creative fed by your product catalog so ads show the exact SKU or category a visitor saw. Rotate creative frequently and exclude recent converters to avoid wasted spend and message fatigue.

Measure and troubleshoot properly. Run a randomized holdout (5–20%) to prove incremental lift rather than relying solely on last-click math. Use consistent attribution windows when comparing channels and treat view-through conversions with caution. If an audience or feed underperforms, check tag firing with browser devtools or the ad platform’s debug tools, validate product-feed formatting and IDs, and monitor match/mismatch rates reported by platforms. Given regulatory changes, add a consent-management layer and keep privacy notices current; review local rules like GDPR and CCPA before scaling.

Further reading: Google Ads remarketing overview () and an industry opt-out resource (https://optout.aboutads.info/).

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Member Avatar for InsightsDigital

If you are familiar with re-targeting and cookies, let me know. I wonder if it helps increase click through rate.

Member Avatar for jay 11

If you are familiar with re-targeting and cookies, let me know. I wonder if it helps increase click through rate.

re-targeting your audience? Re-targeting the ads on the site? i don't follow

Member Avatar for jbreinlinger

I have a good amount of experience with retargeting both as an advertiser and now as an employee at a retargeting company, {snip}.

I can tell you from an advertiser perspective, especially for ecommerce type sites, it works extremely well compared to other channels for display ads. The CTRs are frequently double what you might get for other display advertising.

I've found that the cost per conversion (although difficult to measure accurately) is usually on par with search marketing through google adwords.

The process is simple, you place a pixel on your site that carries a payload of additional pixels for some of the major ad networks, yahoo, google, adbrite, etc. Then a retargeting company will typically manage and optimize campaigns for you across these networks to re-target your previous website visitors with display ads. You have control over how often you advertise to them (frequency capping) and how much you bid (CPM). There are a lot of other advanced tactics too that can make things more effective.

Hope this helps,
Josh

Edited by jay 11 because: removed self-promotional links
Member Avatar for jay 11

So basically you cookie the visitor. The visitor leaves your site but gets ads displayed to them by other networks - based on the previous sites they visited? Am i following correctly?

Member Avatar for jbreinlinger

Yes, that's correct. One clarification though:

An advertiser can only serve ads to people that have been to THEIR site. They can then serve ads to their previous visitors when they are on other sites in various ad networks or exchanges.

People can also opt-out of these campaigns anytime and/or clear their cookies.

Let me know if you have any other questions.

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