When setting up tactics, you can either target or exclude specific audiences. The first step is to build an audience by placing an audience pixel on your landing page. As users visit your page, they will be added to your audience group.
How It Works
An audience pixel is a short line of code that advertisers place on pages in their website. As users visit your page, they will be added to your audience list. By building an audience (or "retargeting list") of users who have visited a certain website, you can create powerful customized tactics, tailored to those specific users, and which will only be seen by those users.
Primary Advantages of Retargeting
Brand Recognition — Users who recognize your brand will now see your advertisements displayed across thousands of websites, creating the impression of a large-scale advertising campaign, but for a fraction of the budget.
Cost Effectiveness — The highly targeted nature of retargeting requires you to pay higher-than-normal CPM prices compared to broadly targeted tactics. However, due to the relatively limited size of audiences, overall costs are generally lower, while tactic performance is typically higher.
Behavioral Targeting — It’s possible to create tactics that only target users who fall into certain behavioral groups. For example, users who are:
known to click on banners
known to enter their e-mail address into forms
known to make online purchases with a credit card
known to purchase specific types of products