Ever Wondered How Ads Follow You on the Internet? Retargeting and remarketing

Ever Wondered How Ads Follow You on the Internet? Retargeting and remarketing

Every time I visit Jumia’s website, Jumia just follows me around everywhere. I get their ads on Facebook, Google, on other websites I visit! sigh! If this has happened to you I bet you have wondered how this happens. Well, I promise its not witchcraft, Jumia doesn’t have a voodoo doll of you. They are using Digital Marketing techniques called Remarketing and Retargeting.

If you have a website you will notice that almost less than 2% of your traffic converts to customers. Most people require more convincing before they decide to purchase your service or product. Chances are the easiest people to convert are probably those who have already visited your website before and shown interest in your services. This is why Remarketing and Retargeting are very important concepts in Digital marketing.

Remarketing and Retargeting may have similar end goals but they are different in how they work.


Retargeting refers mostly to online ad placements, display ads facebook ads etc based on the specific interactions of your targeted users. Once a visitor clicks on a product on your website, a cookie stores their information that can be used to target them after they leave your website.


Remarketing on the other hand, though similar to Retargeting is closely related to email marketing. Once a visitor clicks on a product and doesn’t purchase this information is used to create and send an email to the visitor. This helps in improving conversions on shopping cart abandonment.

Some tools For Retargeting

  1. Facebook Pixel: This is one of the popular tools and is named after a traditional way of tracking people online using a pixel image that would be saved every time you visited a website. To access the Facebook Pixel, go to your Facebook’s Business Manager and under the hamburger menu you will see Tools >> Pixels. Once there you will find a code that you can copy and paste in your websites header section. To learn more on how to exactly do it sign up for our upcoming digital marketing class
  1. Google Tag Manager: Works similarly to the Facebook Pixel but the ads will be propagated in Googles display and search networks.

So the next time you see ads following you don’t freak out, it’s just us marketers trying to streamline your ad experience.

If you are interested in learning more, register for our upcoming September beginner digital marketing workshop http://www.theportfolio.co.ke/digital-marketing-training-courses-in-nairobi/

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