What targeting options are available?
There are quite a lot of ways to encourage a departed user to make purchases, but in practice they use several types of remarketing:
- The look-alike model. One of the most effective methods of attracting potential buyers and returning users who left without a purchase. The essence of the model is that the ad is shown to the target segment, which has similar characteristics to the main audience of the site. For example, when selecting look-alike, they configure behavioral metrics, geographical and demographic parameters, specify input devices, and other characteristics. This model is used for cross-sales and additional sales in online stores. it helps to increase the conversion rate by an average of 40%.
- Classic remarketing. Google or Yandex Analytics systems track users who were interested in a product or service, placed an item in the shopping cart, but did not place an order. That is, for some reason, users did not complete the action until the end. Such a target audience receives advertising that helps them make a choice in favor of making a purchase.
- Search remarketing. Users are shown ads in the search results for their query, as well as ads that remind them of previously visited sites or viewed products. This technology has two types. The first option is to adjust bids to different target audiences (Bid Only). The second one is limited to the target audience only for the existing remarketing list (Target).
A good source would be: https://mediaonemarketing.com.sg/re-targeting-remarketing-tutorial-singapore-marketers/
You can choose any, all or none of the following targeting methods: • Channel / Category targeting When a publisher signs up to accept ads, they categorize their content. You can target all the blogs in multiple categories (e.g. “health” and / or “Business” and / or “Gadgets”) for the widest reach. • Geographical targeting We can target to country, city and state with very high accuracy – and, in the US, to the zip code with reasonable accuracy. This lets you select readers that match your content well. For example, if you run a local law firm or retail outlet, you might target all the zip codes in your neighborhood or nearby towns. If you are writing in Spanish, you might want to restrict your ads to Spanish-speaking countries and states in the US with large Hispanic populations. If you are selling gifts for a Hindu holiday, you might want to target India alone. • Keyword targeting You can pick keywords to match against. This is both the most restrictive and the highest risk strategy
