What is Retargeting, and what are its Benefits?

 In Advertising, Business

Any good sales professional will tell you that persistence is pivotal to closing new business. However, many businesses neglect to apply this principle to their online advertising strategy. In fact, just two percent of online shoppers convert on their first visit. A retargeting campaign works to reestablish contact with the other 98 percent. But, what is retargeting, and how does it increase sales?

What is Retargeting?

If you are still wondering what is retargeting, here’s an example anybody can relate to.

Have you ever noticed an advertisement on a website for a different site you just left? That type of ad, which is called retargeting or remarketing, aims to lure potential customers back to a website by reminding them of what they were originally interested in. Retargeting is effective at reeling in busy customers who may visit your website, but then get caught up in doing something else.

How does it Work?

If you place a JavaScript tag in the footer of your website, a list of people who visit your site is created by placing anonymous retargeting “cookies” in their browsers. By buying real-time ad space on other websites, you can display targeted ads on the exact website a former visitor is viewing at the moment. With services like AdRoll, it’s possible to retarget your potential customers almost anywhere they may visit on the Internet.

Where can Retargeting be used?

  • Display ads
  • Social ads
  • Paid search ads

What are its Benefits?

1.      Reach Missed Opportunities

What is remarketing best at doing? It’s best at reaching the ones that got away.

By placing your ad where a prospect goes next, it capitalizes on missed opportunities much more easily.

2.      Targeted Audience

If someone has previously spent time on your website, they are likely to be already interested in your products or services. By targeting potential customers with ads on sites they are currently viewing, you can increase conversions.

3.      Low Cost-Per-Clicks

Retargeting can be more cost-effective for businesses than pay-per-click, because it is more focused. Instead of displaying ads to a broader audience who searched for a keyword, you can target those who are already familiar with your website.

4.      High Impressions

By displaying your ads on a larger network of websites, sales opportunities increase through an overall increase in impressions.

5.      Brand recognition

Retargeting also keeps your company in the mind of the consumer. The more customers see your company name, logo, product or service, the better your chances of converting on a sale.

Businesses everywhere are now choosing retargeting, because it is a highly-effective online advertising option which can put your brand in front of potential customers all across the web.


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