What is Retargeting and how does it work?

Retargeting, also known as remarketing, is a type of online advertising that can help you keep your brand in front of traffic after you leave your website. For most websites, only 2% of web traffic is converted on the first visit. Retargeting is a method designed to help businesses hit 98 percent of users who do not move instantly.

Retargeting is a cookie-based technology that uses simple JavaScript code to secretly ‘follow’ the audience around the Internet.

Here’s how it works: you put a small, discreet piece of code on your website (this code is often referred to as a pixel). The code, or pixel, is not visible to your site visitors and does not impact the output of your site. Every time a new visitor comes to your site, an anonymous browser cookie drops the code.

Later, when your cooked visitors browse the web, the cookie will let your retargeting provider know when to serve ads, ensuring that your ads are only made available to people who have previously visited your site.

Retargeting is so effective because it focuses your advertising spending on people who are already familiar with your brand and have recently shown interest. That’s why most advertisers who use it see a higher ROI than most other digital platforms.

How does retargeting work?

Retargeting is a powerful branding and conversion optimisation tool, but it works best if it is part of a larger digital strategy.

Retargeting works best in tandem with inbound and outbound marketing or generation of demand. Strategies involving content marketing, AdWords, and targeted display are great for driving traffic, but they do not help with conversion optimisation. Conversely, retargeting can help to maximise conversions, but it can’t push people to your web. Your best chance of success is to use one or more traffic control and re-targeting tools to get the most out of that traffic.

As retargeting is more commonly used and better understood, its credibility is improving. Marketers are learning how to avoid creeping people out by improved targeting and less invasive messaging. Early adopters have a year or two (or more) of experience to share, which is exactly what I plan to do today.

First of all, what’s retargeting? In short, this is the process of tagging website visitors so that you can target them specifically, with ads tailored to their level of interest in your company, across the advertising network.

This means that you might be back in front of them while watching YouTube videos, shopping online, using social media, or searching for information. You can segment visitors into groups and use ad copy and images to appeal to them on the basis of what they did on your site.

Retargeting can increase repeat visitors by 50 per cent, boost conversions by up to 51 per cent and lead to 300 per cent more on-site time! Retargeting helps us to get back in front of people who have already expressed an interest in our website and do so in a very personal way.

Promote branding

Retargeting easily enhances brand awareness by repeatedly showing the same content, logo and slogan to previous website visitors. These kinds of ads promote branding and visibility. Make people remember your brand, make it memorable, and make it powerful.

Maximises the interest of the customer’s lifetime

Online ads help keep your products or services in the minds of visitors and increase the value of the customer’s lifetime by greatly extending the amount of time the prospect will remember your business.

Increases the rate of conversion

Because the vast majority of people who first visit a website are not ready to buy, retargeting increases the probability of reaching people who are actually ready to purchase because they have already taken the first step: to visit your website. As a result, prospects who click on a retargeting ad are much more likely to have an Internet of Purchase.

Need assistance with implementing retargeting on your advertising campaigns and in your marketing strategy? Get in touch with us today!