Performance-based retargeting

What is it?

For most websites, only 2% of web traffic converts on the first visit, which means a lot of prospective customers browsing at any given time. Retargeting, also known as remarketing, is a form of online advertising that helps to keep a brand in front of bounced traffic, and hopes to ultimately bring them back to make a purchase.

Prospects known to have visited a retailer site are targeted with online ads at various points in their subsequent online journey, with either product or brand related messaging. The messaging is usually relevant to the actions performed whilst on the retailer website. For example: Item A was placed in the prospects basket, which was then abandoned. Item A appears in an online ad on another website visited down stream by the prospect with a discount applied, to remind the prospect of Item A, and give an additional incentive to return and purchase.

How does it work?

Technically speaking retargeting service providers usually require javascript to be placed on the retailer website which captures the information used to target prospects. 

Some retargeting service providers are able to incorporate their requirements into the container tags utilised as part of Commission Factory's tracking, and ‘piggy back’ off the information captured in the journey tag, as a more efficient way to integrate with advertisers. Commission Factory can deploy integration for various vetted providers so their activity can be activated via our container tag.

Why is it useful?

There are a number of  benefits to running a well executed retargeting campaign through your affiliate programme including:

  • Increased return traffic to your website 
  • Increased conversion rate
  • Strong ROAS
  • Increase cart size/AOV depending on the messaging of the ads targeting prospects. For example upsell/cross sell messaging
  • The ability to personalise ad messaging or offers to maximise the probability of conversion
  • Performance based commercial model, usually this is a CPM, CPC or CPA

It is however worth noting, that a poorly executed campaign can be irritating for prospective customers and create a poor association with a brand. Therefore ensuring the algorithm for displaying ads is not too early, frequent, or invasive is key. 

Who can provide it

There are many retargeting service providers both inside and outside the network. To review the recommended suppliers that operate on Commission Factory please contact us to review our ‘Technical Partner Deck’.