Retargeting

The more specific an ad, the better the conversion rate. Consequently, branding banners show a lower conversion rate than promotional and product specifc ads. You can further increase the results of these specific ads by integrating them with customer behavior. A primary example of this is Retargeting. 

Retargeting ads are product specific ads that are shown in display networks based on previous behavior (i.e. abandoned shopping basket). Since the image of the product is shown, the ad triggers a high response. The click-through-rate (CTR) and conversion rate of Retargeting campaigns are significantly higher than those of traditional display campaigns.

There are additional methods that serve ads based on customer behavior, such as: 

• Ads based on buying behavior (related products) 
• Ads based on predictive behavior (promotional campaigns or top 10 products in stock)