Retargeting with AI
Retargeting is a proven method of retargeting users who have visited a website but not converted. Retargeting is based on tracking technologies such as cookies, pixel tags or first-party data. As soon as a user visits a website, a retargeting pixel is saved. This information makes it possible to display targeted adverts on other websites or platforms such as Google, Facebook or Instagram.
Classic strategies such as dynamic retargeting, cross-channel retargeting and time-optimised retargeting rely on tracking technologies and algorithms to reach users with targeted ads. These methods remain effective, but the further development of artificial intelligence is opening up even more precise and flexible possibilities.
The right tool
Various tools are available to successfully implement retargeting with artificial intelligence. Google Ads uses machine learning with Smart Bidding and Responsive Display Ads to optimise bids and ad content, while Facebook and Instagram Ads use AI for user behaviour analysis and dynamic ad placement via Meta Advantage+. Criteo offers powerful dynamic retargeting with AI-powered personalisation, while Adobe Sensei supports predictive analytics and ad strategy optimisation. The Trade Desk enables AI-driven programmatic advertising for targeted retargeting, while BlueConic specialises in first-party data and AI-powered customer segmentation. Albert AI automates and optimises digital marketing campaigns with AI-driven decisions. Through the targeted use of these tools, companies can make their retargeting even more efficient, reduce costs and maximise the relevance of their ads at the same time.
With the right combination of these strategies, you can turn lost customers into loyal buyers - and do so sustainably. Retargeting is not just a short-term measure to increase sales, but creates long-term customer relationships. This is because a personalised and relevant approach makes your potential customers feel valued. At the same time, you increase the recognition value of your brand by maintaining a targeted presence across various channels. Every successful win-back also increases the chance that these customers will return to your website for future purchases. This creates a win-win situation: your customers find exactly what they are looking for and your company increases both sales and customer loyalty.
Frequently Asked Questions
FAQ
Traditional retargeting uses predefined rules and tracking technologies to retarget users. AI-based retargeting, on the other hand, analyses user behaviour in real time, personalises ads individually and optimises campaigns using self-learning algorithms.
AI improves personalisation, predicts user behaviour (predictive analytics), optimises ad placement, automatically adjusts bidding strategies and creates dynamic ads in real time. This increases the conversion rate while optimising advertising costs.
The leading tools include Google Ads (smart bidding, responsive display ads), Meta Advantage+ (Facebook & Instagram ads), Criteo (dynamic retargeting), Adobe Sensei (predictive analytics), The Trade Desk (programmatic advertising) and BlueConic (AI-supported customer segmentation).
AI optimises the frequency and timing of ad placement to avoid advertising fatigue. It analyses interactions and adjusts the frequency so that users are not addressed too often, but also not too rarely.
Yes, AI can also work with privacy-friendly methods such as first-party data and cohort-based analyses. Companies should adhere to data protection guidelines such as the GDPR and offer transparent opt-in mechanisms for users.
