Retargeting ads are advertisements that follow your potential customers as they surf the web. Not in a creepy way, of course, but in a way that makes them more likely to come back to your website and make a purchase or perform another action beneficial to your business.
Generally, there are two kinds of retargeting ads: pixel-based and list-based, which experts like Outsmart Labs and AdRoll focus on. Depending upon your situation and your company’s specialties, each one has its pros and cons, but none of this is to say you can’t have a combination of both.
List-based retargeting ads require a lead list that you’ve already generated. In essence, your advertisements will follow their email addresses to other websites they log into, especially on social media. This can be problematic because people often have multiple email addresses, and without a matching address, your ad won’t be able to find the potential customer. A benefit to list-based retargeting is your ability to curate and classify your own lead lists, so you can personalize the experience of customers, and if you already have an extensive lead list, you open up the potential to reap more benefits.