1. The principes of the retargeting
The retargeting (ou reciblage publicitaire) consists of montrer publicites targetes to the people that have already visite your webwebsite or interagi with your brand without convert. It is the a strategys publicitaires the most profitables car you targetz a audience already qualified that connait your offre.
En average, only 2 a 3 % visitors of a 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 campaigns of retargeting obtiennent generally a CPA three a five fois inferieur to the campaigns 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 relies on the segmentation. All your visitors don't havet the same level of interest nor the sames objections. Adaptez your message to each segment.
Par profondeur of visite
A visitor that a passe 30 seconds on your homepage does not have not the same level of interest that a visitor that a consulte three service pages and passe five minutes on your website. Create segments distincts : visitors superficiels, visitors engages and visitors a high intention (page by price, contact page).
Par page visitee
Segmentez par page for adaptsr the message. A visitor of your page "creation of website" recevra a ad differente of a visitor of your page "SEO". This customisation augmente relevance and the conversion rate of your ads 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 days. Create segments temporels (1 a 3 days, 4 a 7 days, 8 a 14 days, 15 a 30 days) and adaptsz the intensite and the message of your ads en consequence.
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The sequences of retargeting are series d'ads that itself succedent in the time for accompagner gradually the prospect toward the conversion.
Phase 1 (Days 1-3) : rappel of value
Retake the benefits keys of your offers with a angle different of this that the visitor a already vu. Show testimonials clients, concreteeeee results or advantages distinctifs. The objective is of raviver the interet initial.
Phase 2 (Days 4-7) : lever the objections
A this stade, the prospect hesite probably for reasons precisees. Addressz the objections the most commons : price, complexity, risky. Propose a FAQ, a garantie, a demonstration freee or a study of cas that montre a similar client ayant obtenu results.
Phase 3 (Days 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 declenexpensive the passage a the action at the prospects still hesitants.
4. The retargeting multicanal
Don't limit your retargeting a a only canal. A approche multicanale renforce the rappel of brand and multiplies 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 platforms, this that renforce the memorisation and the credibilite of your brand.
Email retargeting
Si you hasz of the address email of your visitors (newsletter, compte client), the sequences d'emails of retargeting are extremement effectives. Combinez-les with your advertising campaigns for create an experience consistent and multicanale.
5. Bonnes pratiques and management of the frequency
The retargeting mal gere can devenir intrusif and nuire to your brand image. Respectez these good pratiques.
Limitez the frequency : Don't show your ads more than three a five fois per week a a same person. Au-dela, you create of the agacement plutot that of the interet. Configure a frequency cap on all your campaigns of retargeting.
Excluez the convertis : Excluez systematiquement the people that have already converti of your audiences of retargeting. Rien of more irritant that of voir ads for a serviwhat on a already achete.
Variez the creatives : Don't show the same ad en boucle. Preparez three a five variantes differentes that tournent in your campaigns. Renouvelez-les all the two a three weeks for eviter the fatigue publicitaire.
Respectez the vie privee : be transparent on your utilisation of the retargeting. Make sure that your bandeau of consentement is conform to the RGPD and that you respectez the choice 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.