When you decide that you need to design a retargeting campaign, one of the first things you’ll likely decide is whether a dynamic or a static retargeting campaign will work best for your needs and your audience’s.

First, let's look at the difference between these two methods. Dynamic retargeting seeks to deliver an individually-focused advertisement for each of your former site visitors, customers, or email list members. In contrast, static retargeting involves creating one advertisement and then delivering that same one to everyone who downloaded the cookie to their browser.

Secondly, you’ll want to choose between them, but how do you do that? Obviously, trying to be more personalized in nature will be best, but it's not as simple as that. If you only sell one thing or very similar things, delivering a static advertisement will work, but if you have an e-commerce store that has a lot of different products that your audience was looking at, a dynamic advertisement will work best.

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Another factor that will come into play is your budget. You may want to start with one generic advertisement targeted to any former site visitor, and then work on segmenting your audience with other ads. 

Do you know the difference between site and search retargeting? Don’t miss out on the next article where we'll look at this in more detail.