With so many different retargeting software solutions available, figuring out which is right for you is tough. You know you want tools to re-engage potential customers who have previously interacted with your brand but did not complete a desired action, like a purchase—but now need to figure out which platform is best. I've got you! In this post, I'll help make your choice easy, sharing my personal experiences using dozens of different retargeting tools with companies of all sizes, with my picks of the best retargeting software overall.
What Is Retargeting Software?
Retargeting software is a digital tool used by businesses to re-engage visitors who have left their website without making a purchase or taking a desired action. The purpose is to track these users as they browse the internet and displays targeted advertisements to them, effectively reminding and enticing them to return to the original site.
Retargeting software typically offers features for ad customization, audience segmentation, and performance tracking, making it a strategic component in digital marketing campaigns to boost conversion rates.
MadgicX is a multi-capability advertising platform that brings together a mix of crucial features: automation, ad strategy, audience creation, and bid testing.
Why I Picked MadgicX: I chose MadgicX, particularly for its AI-powered software machine learning interface that maximizes the effectiveness of your retargeting campaigns.
MadgicX Features and Integrations
Standout features include not only content management, but also customer targeting, social media monitoring, and campaign management. I prefer MadgicX for combining the functionalities of several different tools into one platform.
Integrations include the main platforms: Facebook Meta for Business, Google Analytics, Google Ads, and Shopify, all of which support comparison between your ad platforms, accounts, campaigns, channels, and businesses.
- Metric-driven campaign direction
- 24/7 ad auditing
- AI-automated ad optimization
- Not specialized for retargeting
- Limited integrations
Instapage is a retargeting software specializing in landing page optimization, as well as retargeting ads for those landing pages.
Why I Picked Instapage: I found Instapage valuable because it enables you to improve your landing page performance by improving the personalization of your retargeting ads.
Instapage Features and Integrations
Standout features include A/B testing to experiment with the best landing page and retargeting practices. To build campaigns, you can use Admap visualization to see the finished result of the ads on landing pages before publishing. Instapage also allows you to personalize messaging based on your target audience segments, all on a secure, collaborative cloud-based platform.
Integrations include over 120 marketing tools such as Hubspot, Marketo, Zapier apps, email marketing apps (Mailchimp, GetResponse, Mailerlite), CRMs (Salesforce, ActiveCampaign), ecommerce (Shopify, Stripe), and more. It’s important to note that some apps are simply compatible, while others have in-app integrations, and others still connect via Zapier.
- Seamless multichannel ad syncing
- Audience personalization
- Many integrations overall
- Limited ecommerce integrations
- Pricier than other options
MailChimp is a tool meant to nurture leads with email campaigns. However, its numerous integrations empower you to meet leads where they are with multi-channel retargeting.
Why I Picked MailChimp: While MailChimp is primarily an email marketing software, it also includes retargeting features across channels. From my time in the retargeting sphere, I’ve found that your email list is one of the best way to reach leads. When visitors click on your ads on any social media site, you can retarget them with an email.
MailChimp Features and Integrations
Standout features include automation tools for quicker ad campaigns to catch visitors instantly. For instance, you can build automated drip campaigns depending on a visitor's action. Did someone add a product to their cart and then leave? Set up automated email reminders for abandoned carts.
Integrations include over 250 tools, including ecommerce platforms (i.e. Shopify), but also financial apps like Quickbooks and Stripe allow you to use invoice data to better inform your marketing campaign. Its connection to social media like LinkendIn and Facebook helps you better nurture leads. MailChimp also connects with any other of your preferred tools via webhooks.
- Automation tools
- Wide range of email campaign templates
- Targeting options are limited
- Few customization options
AdRoll is a multi-functional system that centralizes advertising campaigns for ecommerce businesses. Not only does it cover data-driven multichannel ads, the tool offers multiple dynamic retargeting ad templates.
Why I Picked AdRoll: I find AdRoll to be the most comprehensive offering of retargeting templates. It simplifies the ad generation process, especially for data-driven retargeting campaigns. What I like most is that AdRoll uses those audience insights to create informed retargeting ads.
AdRoll Features and Integrations
Standout features include ready-made templates and machine learning software, which allows for quick, accurate ads. Another feature that was helpful to me personally is AdRoll's Cross-Channel Performance Dashboard, where you can manage ads and optimize all your channels from one place.
Integrations AdRoll offers several native integrations to platforms like Shopify, WooCommerce, Wix, and BigCommerce. Integrating with your e-commerce storefront imports your products into the system to create dynamic ads for those products. You can also distribute retargeting ads across Google, Yahoo!, and other search engines, alongside social media sides like Instagram and Facebook, and over 500 other platforms.
- Comprehensive analytics and KPI measures
- Offers diverse ad formats
- Straightforward setup
- The system takes a long time to upload the leads list from CRM
- The user interface can be slightly confusing
Froged is a customer experience optimization software aimed to boost engagement. It focuses on keeping your in-app visitors’ attention on you.
Why I Picked Froged: From my experience, I realized the importance of customer retention, which is Froged’s main goal. It keeps tabs on all visitors to your site. The software gathers these analytics and helps you optimize your site for specific audience segments.
Froged Features and Integrations
Standout features include audience segmentation, conversion tracking, and behavioral targeting, which create a more accurate campaign for audiences across mobile apps. Froged also targets audiences by geographical location, so it can retarget audiences in-app on the go.
Integrations include API integration with Whatsapp, Zapier, Segment, Slack, Jira, Twilio, Google Meet, and Facebook Messenger. Most of these apps allow for quick, synchronous communication, for app-based audience retargeting.
- Chat with live users
- Dynamic tagging
- Neat user interface
- Limited integration offerings
- Mobile application is lacking
Criteo is focused on growing ecommerce businesses with automated display ad software. It helps re-engage visitors and shoppers by tracking their movement with AI, especially with targeted video ads.
Why I Picked Criteo: From my experience, the more automated a software is, the better. That’s why I think Criteo is a good choice for making on-demand, personalized video ads.
Criteo Features and Integrations
Standout features include machine-learning optimization, which in my opinion, is one of the best ways to inform video retargeting campaigns. It uses historical data to predict audience engagement for better ad bids. Criteo's relationships with thousands of online publishers help you display video ads on a wide scale.
Integrations that Criteo offers are limited compared to other tools. It does connect with apps like Salesforce and Oracle, to track account activity, but otherwise, its integrations are not the highlight of this software.
- Predictive analytics
- Detailed performance reporting
- Easy user implementation
- Limited mobile friendliness
- Too general and lacking customizability
Marketing 360 is a full-circle marketing automation company that provides you with the ability to build websites, accept payments, manage leads and customers, check social media and reviews, and run ad campaigns.
Why I Picked Marketing 360: While most retargeting software’s main aim is automation, Marketing 360 has the additional benefit of a personal ad specialist, which is why I found it valuable. With it, you can get expert help in creating custom advertising retargeting campaigns.
Marketing 360 Features and Integrations
Standout features include its ability to drive super-targeted retargeting ads across multiple channels at once, like Instagram, Youtube, and Facebook. I appreciate Marketing 360’s ability to help you compare results from all your channels in a single place. If you like, you can even get the help of a personal Ad Specialist to do all the brunt work.
Integrations include several apps and tools they have partnered with, from the top ecommence platforms like WooCommerce, Magento, and Shopify, to ad services like Google, Bing, and Facebook. You can also integrate with Yext Listing and Top Rated Local to keep your brand information in one place, and propel your marketing efforts on Marketing 360.
- User-friendly interface
- Segmentation of email list
- Visually appealing ads
- Steep learning curve
- Lack of transparency with pricing
ReTargeter is a remarketing software that has the unique ability to provide contextual targeting, which differentiates it from the rest of the software on this list.
Why I Picked ReTargeter: I’ve found ReTargeter to be unique because it prioritizes context. It hones in on search intent and uses relevant keywords to catch leads at the right time.
ReTargeter Features and Integrations
Standout features that I found useful were its ability to pull real-time lead data, and its audience segmentation feature. You can personalize your ads to your audience while remaining relevant to whatever website your audience is visiting.
Integrations aren’t quite as comprehensive as other software, but ReTargeter is unique in that if offers direct integrations with Native, Video, Mobile, and Audio supply partners for diverse ad creation.
- Specialized for retargeting ads
- Omnichannel ad campaigns
- Audience segmentation
- Lacks integrations with other marketing tools
- Limited ad customization
Retargeting is a marketing software aimed at combating cart abandonment. It can do everything from on-site popups to email and SMS campaigns, but it’s specialized in creating dynamic Google Ads.
Why I Picked Retargeting: Retargeting promises more accurate Google display and search ads for less than you would spend otherwise. Its software’s machine learning backend drives highly specific campaigns attuned to audience segments. What stood out to me most was that it generates automatic headlines and targets prospective customers by their keyword search history.
Retargeting Features and Integrations
Standout features include a dizzying variety of display Google ad offerings, from shopping ads automatically generated from your product feed to smart display ads. If you prefer to let machine learning automation create ads in a snap based on your inputted goals, that’s completely fine. Otherwise, you can also build campaigns from the ground up by customizing your own Google keyword strategy.
- Automates ad creation and keyword optimization
- Caters to ecommerce sites
- Specialized for Google ad retargeting
- Does not support mobile
- Limited direct integrations with other apps
Justuno is an onsite conversion optimization platform for personalized messaging aimed at converting. I personally like it for its ability to hone in on lookalike audiences, or visitors who have shown clear intent via other platforms.
Why I Picked Justuno: Because of its ability to use omnichannel data to retarget potential customers who have engaged with your brand elsewhere. That information can then inform your website endeavors to nurture leads and drive targeted messaging.
Justuno Features and Integrations
Standout features include a variety of creative ad customization options such as popups, SMS captures, product recommendations, banners, and more.
- Built for ecommerce and SaaS brands
- Analytic driven
- Personalized experience
- Difficult to transfer leads to email marketing platforms
- Lacks website visitor tracking
Best for Amazon retargeting
Best for on-site retargeting
Best for recommendation-based retargeting
Best for ready-to-use retargeting audience templates
Best for Shopify retargeting
Best for programmatic ad retargeting
Best for location-based retargeting
Best for intent-driven ad retargeting
Best for B2B retargeting
Best for cross-device retargeting
Selection Criteria for Retargeting Software
When I developed my list of the best retargeting software for this article, I thought back to my time manually creating retargeting campaigns. I had to parse through our many reporting tools and create personalized ad messaging through trial and error. From that experience, I've learned what features to look for when choosing robust retargeting software.
Here's a summary of the primary selection and evaluation criteria I used:
After looking through various well-known retargeting software, I narrowed down some core requirements for them to make my list:
- Allow you to build data-driven retargeting campaigns
- Keep track of your audience data and leads to increase conversions
- Showcase reporting so you can test the efficiency of your campaigns and improve as needed
The following features are given to provide the basic functionality of retargeting software:
- Ad creation: The right retargeting software should have a variety of ad templates and editing features. Moreover, it must also include the ability to publish ads on multiple channels.
- Personalization: Since the whole point of retargeting is to speak to specific audiences in the right way at the right time, personalization functionality is key. Most software may include integration with other marketing tools to feed key data from your lead lists to inform your retargeting campaign.
- Analytics: Most retargeting software will also showcase an analytics dashboard with a set of KPIs. This is a necessary addition, since it empowers you to track the impact of your retargeting campaign and continually improve.
- Automation: Creating successful retargeting campaigns can take a lot of manual labor and effort. That's why I think automation is a crucial feature. A tool should be able to automate specific tasks like tracking users’ website information based on cookies, then generating and displaying personalized ads on users’ frequented sites or channels.
The most valuable retargeting software is easy-to-use and quick to implement. I made sure to choose tools that had a smooth user experience, were navigable and intuitive. Many of the tools on this list allow users to acclimate to them in a matter of days to a couple of weeks max.
Like any other software, ad retargeting tools need to have a polished, clear interface. If it isn’t, it could make understanding and using metrics harder than necessary. I considered the software layout, dashboard features, and navigation of the apps on this list.
Many of these retargeting software are affordable, with tiered pricing systems that offer more features and benefits. Prices range from as low as $20 a month for small business marketing, going up to $500 monthly for enterprise needs. Not all have free plans, but those that do can give you a taste of the tool before trying an advanced plan.
I prioritized retargeting software with API connections with at least the most crucial apps, like CRMs, ecommerce platforms, and other comprehensive marketing and analytics tools.
What is an example of retargeting?
What is the difference between retargeting and remarketing?
Is retargeting going away?
Other Marketing Advertising & Analytics Software
Here are other top marketing tools that can help boost your campaigns. I've divided them into categories to make them easier to scan.
Marketing advertising software empowers businesses to optimize promotional efforts across channels, boosting reach and effectiveness.
Marketing analytics software offers businesses data-driven insights to measure and optimize marketing campaigns for improved results.
Marketing social software simplifies social media management, enabling businesses to engage with their audience, build brand presence, and drive meaningful interactions.
Familiarity gets potential customers closer to becoming loyal customers when it comes to marketing strategy. The more your target audience sees your brand, the warmer they feel toward it.
That's what retargeting aims to do: keep leads in the loop and remind them across various channels that your solution is still available for them.
A quality retargeting campaign is the key to instilling trust. As long as you use best practices, like personalizing to audience segments and running ads everywhere, you are on your way to increasing your conversion rate.
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