Though it's a little less common than pixel-based retargeting, list-based retargeting allows you to have highly customizable criteria for your ads because it's based on more than behavior - you're choosing who goes in which list. To do this, upload a list of the email addresses to a retargeting campaign (usually on a social network like Facebook or Twitter), and the platform will identify users on that network who have those addresses and serve retargeting ads just to them.

You can also use lists of your existing contacts for certain types of retargeting ads. List-based retargeting works after you already have someone's contact information in your database. It also can be complicated or time-intensive to implement JavaScript on many website pages. Downsides to this method are that there is a lower volume of people in the campaign at any given moment in time since it's all based on how often people are coming to your website, viewing certain pages, and leaving. The advantage of pixel-based retargeting is that it is timely (they can be retargeted pretty immediately after leaving your site), specific to a particular page on your site, and behavior-based. When someone comes to your website, an unobtrusive piece of JavaScript (often referred to as a pixel) is placed on their browser - making their browser ' cookie-d.' When they leave your site to surf the web, that cookie notifies retargeting platforms to serve specific ads based on the specific pages they visited on your website. This is probably the most common type of retargeting. Pixel-based retargeting is a way to re-display your material to any anonymous site visitor. The way each works is slightly different, and each has different advantages based on your campaign goals. There are two main types of retargeting: pixel-based and list-based. If you've never used retargeting before, don't worry - in the following post, we'll go through the basics of how retargeting works, explain how you can use it to support your larger marketing goals, and outline an example of a Facebook Ad retargeting campaign. Unlike typical banner ads, retargeting ads are a form of online targeting advertising and are served to people who have already visited your website or are a contact in your database (like a lead or customer).

Direct mail retargeting