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Re-Targeting on Mobile Websites: Extending Reach and User Engagement

In the era of mobile browsing, re-targeting has become a powerful tool for marketers to extend their reach and engage with users beyond mobile apps. By leveraging re-targeting techniques on mobile websites, businesses can effectively reconnect with users who have previously interacted with their brand or shown interest in their products or services. In this article, we will explore the benefits of re-targeting on mobile websites and discuss strategies to maximize reach and user engagement.

  • Re-Targeting Basics:

Re-targeting involves serving targeted ads to users who have previously visited your website or engaged with your brand. By placing a re-targeting pixel or code snippet on your mobile website, you can track user behavior and serve customized ads to them as they browse other websites or apps. Re-targeting on mobile websites allows you to engage with users across a wider online ecosystem, reaching them even when they are not actively using your app.

  • Audience Segmentation:

Segmenting your audience is a crucial step in re-targeting on mobile websites. By categorizing users based on their browsing behavior, interests, demographics, or previous interactions with your brand, you can create tailored re-targeting campaigns that resonate with each segment. For example, you can re-target users who have abandoned their shopping carts with personalized offers or show targeted ads to users who have shown interest in specific product categories. Audience segmentation helps ensure that your re-targeting efforts are relevant and effective.

  • Dynamic Ad Creative:

Dynamic ad creative allows you to deliver highly personalized and relevant ads to re-targeted users. By dynamically generating ad content based on user data, such as their browsing history, product preferences, or geographic location, you can create ads that speak directly to their interests and needs. For example, an e-commerce retailer can display ads showcasing products that users have previously viewed or added to their wishlist. Dynamic ad creative enhances user engagement by delivering more personalized and compelling ad experiences.

  • Cross-Device Re-Targeting:

With the prevalence of multi-device usage, cross-device re-targeting has become essential for reaching users on their preferred devices. By employing cross-device tracking technologies, you can identify users across their various devices, such as smartphones, tablets, and desktop computers. This allows you to deliver consistent and coordinated re-targeting messages across different devices, ensuring a seamless user experience and maximizing the chances of user engagement and conversion.

  • Ad Frequency and Timing:

Maintaining an optimal ad frequency and timing is crucial to prevent ad fatigue and user annoyance. Overexposing users to re-targeted ads can lead to diminishing returns and a negative user experience. Set frequency caps to limit the number of times a user sees your ads within a specific time frame. Additionally, consider the timing of your re-targeting ads to coincide with relevant touchpoints in the user's journey. For example, displaying a re-targeted ad with a limited-time discount just before the user's planned purchase decision can significantly increase conversion rates.

  • A/B Testing and Optimization:

Continuous testing and optimization are key to maximizing the effectiveness of your re-targeting campaigns on mobile websites. Experiment with different ad formats, messaging, visuals, and calls-to-action to identify the most engaging and compelling combinations. Monitor campaign performance metrics, such as click-through rates, conversion rates, and return on ad spend, and make data-driven adjustments to optimize your re-targeting efforts over time.

Re-targeting on mobile websites offers a valuable opportunity to extend your reach and engage with users beyond your mobile app. By leveraging audience segmentation, dynamic ad creative, cross-device re-targeting, optimized ad frequency and timing, and ongoing A/B testing, you can create effective re-targeting campaigns that resonate with users and drive engagement and conversions. Incorporate re-targeting on mobile websites into your overall marketing strategy to reach a broader audience, nurture user relationships, and achieve your business objectives.

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