Retargeting is effective because it is aimed at a specific target group. an audience that already knows you and has shown an interest in what you have to offer. These prospects are therefore much more likely to convert than a "cold" audience. Retargeting enables us to support them in their decision and to stay top of mind. It is a key lever forconversion optimisation.

The terms are often used interchangeably. Historically, "remarketing" was more associated with Google (emails, then ads) and "retargeting" with third-party companies specialising in display banners. Today, the two terms broadly refer to the same advertising retargeting strategy. We have mastered both approaches at Lausanne.

It is crucial to manage the frequency of ad exposure (capping), the duration of retargeting lists, and to offer relevant and varied messages. You can also exclude users who have already converted. The aim is to be useful and relevant, not intrusive.

Messages may vary: recall of the product consulted, special limited-time offer, customer testimonials, highlighting a key benefit, response to a frequent objection. The important thing is that the message is linked to the user's previous interaction.

The budget for retargeting depends on the size of your audience (site traffic, etc.). Often, a part of the overall advertising budget is allocated to retargeting because its ROI is generally higher. Our experts in Lausanne can help you define the right allocation. Contact us for a personalised quote.