What is dynamic and static retargeting
Posted: Wed Jan 29, 2025 6:51 am
Have you ever noticed that once you search for a product on the Internet, its ads start following you around on different websites? That's how retargeting works. In this article, we'll tell you how this popular marketing technology works.
What is retargeting
Retargeting is an online promotion strategy that involves showing ads to users who have visited a website or mobile app but have not completed the target action - purchase, registration or form filling. In simple terms, retargeting allows you to "catch up" with a user who is interested in a product or service on a website, social network, via email or mobile app and persuade them to make a purchase.
Retargeting can be set up using one of the models: cost per click (CPC) or cost per 1000 impressions (CPM). The platforms for setting it up, such as the Yandex advertising network, use a bidding and auction system. Setting up retargeting is similar to setting up standard targeted advertising, in particular, you can limit the daily campaign student data budget, display regions, and determine the characteristics of the audience that will see your message. The tool is available even to small businesses and companies with a small marketing budget, and the process of launching campaigns does not require specialized skills.
There are different types of retargeting depending on the advertising goal and the type of site, for example:
behavioral, which uses data about user behavior on the site;
socio-demographic, which displays advertising based on characteristics of gender, age, geographic location and others;
affiliate, which uses data from companies whose products, although different, are of interest to the same audience.
Retargeting works on the basis of cookies - text files that are saved on the user's computer when visiting a website. Cookies are transmitted to the retargeting system servers. It analyzes which websites the user has visited and determines which ads should be shown to him.
Classic retargeting allows you to "catch up" with the user on websites, but it can be long and expensive, your CPO rate will skyrocket and the economy will not add up. To avoid such a scenario, you can use partner retargeting, the channel for which is email. As a rule, a letter attracts attention faster than an advertising banner. The Flocktory xMail tool allows you to set up retargeting by email and continue communicating with those customers who viewed the product, but did not buy it and did not leave their contacts. You can contact them through mailings from other Flocktory partners who have data on these customers.
How retargeting works using the Flocktory xMail tool as an example:
xMail_Flocktory
Retargeting can be dynamic and static. Let's figure out the difference.
Dynamic retargeting is a type of personalized advertising that is automatically created based on the products or services that the visitor was interested in on the site. Unlike static retargeting, in which the ad contains specific information about a specific product or service, dynamic advertising adapts to the interests of a specific user.
How does it work? When a user visits a website and views products or services, the web analytics system collects information. Then, when the user visits another website, the retargeting system determines that he was on the previous site and shows him ads for the products or services that he viewed.
Thus, dynamic retargeting allows you to show personalized advertising to the user and increases the likelihood of him returning to the site to make a purchase.
What is retargeting
Retargeting is an online promotion strategy that involves showing ads to users who have visited a website or mobile app but have not completed the target action - purchase, registration or form filling. In simple terms, retargeting allows you to "catch up" with a user who is interested in a product or service on a website, social network, via email or mobile app and persuade them to make a purchase.
Retargeting can be set up using one of the models: cost per click (CPC) or cost per 1000 impressions (CPM). The platforms for setting it up, such as the Yandex advertising network, use a bidding and auction system. Setting up retargeting is similar to setting up standard targeted advertising, in particular, you can limit the daily campaign student data budget, display regions, and determine the characteristics of the audience that will see your message. The tool is available even to small businesses and companies with a small marketing budget, and the process of launching campaigns does not require specialized skills.
There are different types of retargeting depending on the advertising goal and the type of site, for example:
behavioral, which uses data about user behavior on the site;
socio-demographic, which displays advertising based on characteristics of gender, age, geographic location and others;
affiliate, which uses data from companies whose products, although different, are of interest to the same audience.
Retargeting works on the basis of cookies - text files that are saved on the user's computer when visiting a website. Cookies are transmitted to the retargeting system servers. It analyzes which websites the user has visited and determines which ads should be shown to him.
Classic retargeting allows you to "catch up" with the user on websites, but it can be long and expensive, your CPO rate will skyrocket and the economy will not add up. To avoid such a scenario, you can use partner retargeting, the channel for which is email. As a rule, a letter attracts attention faster than an advertising banner. The Flocktory xMail tool allows you to set up retargeting by email and continue communicating with those customers who viewed the product, but did not buy it and did not leave their contacts. You can contact them through mailings from other Flocktory partners who have data on these customers.
How retargeting works using the Flocktory xMail tool as an example:
xMail_Flocktory
Retargeting can be dynamic and static. Let's figure out the difference.
Dynamic retargeting is a type of personalized advertising that is automatically created based on the products or services that the visitor was interested in on the site. Unlike static retargeting, in which the ad contains specific information about a specific product or service, dynamic advertising adapts to the interests of a specific user.
How does it work? When a user visits a website and views products or services, the web analytics system collects information. Then, when the user visits another website, the retargeting system determines that he was on the previous site and shows him ads for the products or services that he viewed.
Thus, dynamic retargeting allows you to show personalized advertising to the user and increases the likelihood of him returning to the site to make a purchase.