Retargeting, also known as remarketing, is a form of online advertising that can help keep the brand in front of bounced traffic after they leave the website. For most websites, only 2% of web traffic converts on the first visit. Retargeting is a tool designed to help companies reach the 98% of users who don’t convert right away.
Using remarketing or retargeting to reach targeted audience with ads when they’re online can help improve the results of all lead generation efforts. When target prospects see the retargeted advert, they’re more likely to engage with the ad and take action, like visiting websites, which can result in a latent conversion from marketing.
How does Retargeting work?
Here’s how it works, place a small inconspicuous piece of code on its own website. This code is suspected and referred to as a pixel is unnoticeable to the site, thus visitors won’t affect the site’s performance. Every time a visitor comes to the site, the code drops anonymous browser cookie.
Later when some cookied visitors browse the web, the cookie will let the retargeting provider know when to serve ads, ensuring that the ads are served to people who have previously visited the site.
Retargeting is so affected as it focuses its advertising spend on people who are already familiar with the brand and have recently demonstrated interest. That why most marketers who use it see a higher ROI than from most other digital channels.
Retargeting is a powerful branding optimization tool, but it works best if it’s part of a larger digital strategy.
It works best in conjunction with inbound and outbound marketing. Strategies involving content marketing, AdWords, and targeted display are great for driving traffic. The best chance of success is using one or more tools to drive traffic and retargeting to get the most out of that traffic.
You can read the full guide here.