1. The principes of the retargeting
The retargeting (ou reciblage publicitaire) consiste a montrer publicites targetes to the people that have deja visite your webwebsite or interagi with your brand without convert. It is the a strategys publicitaires the more rentables car you targetz a audience deja qualified that connait your offre.
En average, only 2 a 3 % visitors d'un website convertissent lors of their first visite. The retargeting you permand recuperer a part 97 % restants en their rappelant your offers to the good moment and with the good message. The campagnes of retargeting obtiennent generally a CPA tkings a five fois inferieur to the campagnes d'acquisition classiques.
En 2026, the retargeting a evolue with the restrictions of confidentialite (fin cookies tiers, consentement RGPD). The strategys modernes s'appuient dadvantage on the data first-party (donnees collectees directly on your website) and the API serveur for maintain the precision of the ciblage.
2. Segmenter your audiences of retargeting
The retargeting effective rests on the segmentation. All your visitors n'ont not the same level d'interet nor the sames objections. Adaptez your message a each segment.
Par profondeur of visite
A visitor that a passe 30 secondes on your homepage n'a not the same level d'interet that a visitor that a consulte tkings pages services and passe five minutes on your website. Create segments distincts : visitors superficiels, visitors engages and visitors a high intention (page of price, page contact).
Par page visitee
Segmentez par page for adaptsr the message. A visitor of your page "creation of website" recevra a annonce differente d'un visitor of your page "SEO". This personnalisation augmente the relevance and the conversion rate of your annonces of retargeting.
Par anciennete of the visite
The timing is crucial en retargeting. A visitor that etait on your website hier is more susceptible of convert that a visitor d'there are 30 jours. Create segments temporels (1 a 3 jours, 4 a 7 jours, 8 a 14 jours, 15 a 30 jours) and adaptsz the intensite and the message of your annonces en consequence.
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The sequences of retargeting are series d'annonces that itself succedent in the time for accompagner gradually the prospect toward the conversion.
Phase 1 (Jours 1-3) : rappel of value
Reprenez the benefits keys of your offers with a angle different of this that the visitor a deja vu. Montrez temoignages clients, concreteeeee results or advantages distinctifs. The objective is of raviver the interet initial.
Phase 2 (Jours 4-7) : lever the objections
A this stade, the prospect hesite probably for reasons precisees. Adressez the objections the more courantes : price, complexite, risque. Proposez a FAQ, a garantie, a demonstration freee or a etude of cas that montre a client similaire ayant obtenu results.
Phase 3 (Jours 8-14) : incitation a the action
Add a dimension d'urgence or d'incitation : offers limitee in the time, bonus exclusif, consultation freee. The objective is of declencher the passage a the action at the prospects still hesitants.
4. The retargeting multicanal
Ne limitez not your retargeting a a only canal. A approche multicanale renforce the rappel of brand and multiplie the points of contact.
Google Display + Meta
Combinez the retargeting on the network Display of Google (bannieres on millions of sites) with the retargeting on Facebook and Instagram. Your visitors you see on differentes plateforms, this that renforce the memorisation and the credibilite of your brand.
Email retargeting
Si you disposez of the adresse email of your visitors (newsletter, compte client), the sequences d'emails of retargeting are extremement effectives. Combinez-les with your advertising campaigns for create a experience consistent and multicanale.
5. Bonnes pratiques and gestion of the frequency
The retargeting mal gere can devenir intrusif and nuire to your brand image. Respectez these good pratiques.
Limitez the frequency : Ne montrez not your annonces more of tkings a five fois par week a a same person. Au-dela, you create of the agacement plutot that of the interet. Configurez a frequency cap on all your campagnes of retargeting.
Excluez the convertis : Excluez systematiquement the people that have deja converti of your audiences of retargeting. Rien of more irritant that of voir annonces for a service that on a deja achete.
Variez the creatives : Ne montrez not the same annonce en boucle. Preparez tkings a five variantes differentes that tournent in your campagnes. Renouvelez-les all the two a tkings weeks for eviter the fatigue publicitaire.
Respectez the vie privee : Soyez transparent on your utilisation of the retargeting. Make sure that your bandeau of consentement is conform to the RGPD and that you respectez the choix of your visitors.
The retargeting is the art of the twoieme chance. Use-le with finesse and respect for transform the hesitants en satisfied clients.