O que é Retargeting?
Definição Rápida
O retargeting é uma táctica de publicidade online que apresenta anúncios a utilizadores que visitaram anteriormente o seu website ou interagiram com o seu conteúdo.
Retargeting (also called remarketing) is a digital advertising technique that serves ads specifically to people who have already visited your website. When someone visits your site but doesn't convert, a small piece of code (a "pixel") places a cookie in their browser. This allows ad platforms to show your ads to that specific person as they browse other websites, social media, or search engines.
The logic behind retargeting is simple: someone who has already visited your site has demonstrated interest in your product or service. They're a much warmer audience than someone who's never heard of you. Retargeting keeps your brand in front of them and encourages them to return and complete their purchase or inquiry.
Retargeting can be segmented based on behavior. You can show different ads to people who visited your pricing page (they're close to buying) vs. people who only viewed a blog post (they're still learning). You can retarget cart abandoners with the specific products they left behind, or show testimonial-focused ads to people who viewed your services page.
Major retargeting platforms include Google Ads (Display Network and Search), Meta (Facebook and Instagram), LinkedIn, and programmatic platforms. Each offers different targeting options and creative formats, from display banners to video ads to native content.
Por Que é Importante
Only about 2-3% of website visitors convert on their first visit. Retargeting gives you another chance to reach the other 97% who left without taking action. Because these people already know your brand, retargeting ads typically have 10x higher click-through rates and significantly lower cost-per-conversion than regular display ads.
Retargeting is one of the most cost-effective advertising strategies available because you're spending money on people who have already expressed interest, rather than trying to reach cold audiences.
Exemplos Reais
An e-commerce store retargets cart abandoners with ads showing the exact products they left behind, recovering 15% of abandoned carts
A SaaS company shows a case study video ad to people who visited their features page but didn't sign up, resulting in a 22% lower cost-per-trial than cold traffic campaigns
A travel agency retargets people who searched for specific destinations with personalized package deals, achieving a 5x return on ad spend
A B2B company runs sequential retargeting: first showing brand awareness ads, then testimonials, then a limited-time offer, guiding prospects through the funnel over 30 days
Termos Relacionados
PPC (Pay-Per-Click)
O PPC (Pay-Per-Click) é um modelo de publicidade online em que os anunciantes pagam uma taxa sempre que alguém clica no seu anúncio, utilizado frequentemente no Google Ads.
Conversion Rate
A taxa de conversão é a percentagem de visitantes de um website que completam uma acção desejada, como efectuar uma compra, preencher um formulário ou registar-se.
CPC (Cost Per Click)
O CPC (Custo Por Clique) é o valor pago por um anunciante sempre que um utilizador clica no seu anúncio, uma métrica-chave nas campanhas PPC.
ROI (Return on Investment)
O ROI (Retorno sobre o Investimento) mede a rentabilidade de um investimento, calculando o lucro ou perda gerado em relação ao custo do investimento.
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