What Is Retargeting?
(And Is It Right For Your Brand?)
What a wonderful world it would be if every time someone visited your website, they straight away made a purchase. That’s what’s called a linear buyer’s journey. And, let’s face it, it’s pretty rare.
The reality looks more like someone visiting your site, then leaving it. A few months later, they come upon one of your blog posts, read it, and leave your site again. Weeks later, they reach out to your sales team. Then, after several more discussions with sales, they decide to buy. While it’s the same result, the buyer’s journey was certainly more complicated, circuitous, and long-winded.
What if you could shorten the buyer’s journey, reconnect with people who have visited your site, remind them why your product is amazing, and compel them to purchase right now. You can. It’s called Retargeting.
So, What Is Retargeting?
Retargeting is a digital advertising strategy that targets those people who have already visited your website or are a lead in your database but have not made a purchase. Retargeting gets ads for your brand in front of your customers when they’re browsing the internet, on social media, or researching your competitors. That’s what’s called creating a relevant advertising experience that drives more purchases. And it’s really effective.
How Does Retargeting Actually Work?
It’s all about tiny pieces of data that remember visitors to your website, called cookies. Every time a visitor comes to your site, it creates a cookie chock-full of data. This data ensures that your ad is only shown to people who have previously visited your website.
What Makes Retargeting So Effective?
Build Exposure, Awareness, and Re-Engagement
Wherever your customer spends time online, your ads will follow. With every retargeted ad, your brand stays front and center, getting viewed by exactly the right customer at the right time. That’s giving your customer multiple opportunities to re-engage with your brand, capturing lost opportunities, and shortening conversion time.
Target Your Message
Retargeting collects specific buyer intent data based on how your customer has interacted with your website. By leveraging this data, you’re able to segment your audience, targeting them with a more personalized experience. The result? Your customer sees ads specifically tailored for their interests, even if they navigate away to their social media, blog, or news site.
The whole point is to get people to click on your ad, right? According to Adroll, retargeted ads achieve a 2x higher click-through rate compared to display ads. With every click, your customer is one step closer to converting to a sale.
When Does Retargeting Work Best?
Retargeting is powerful stuff, especially when used as part of a comprehensive marketing strategy that involves proven lead generating tactics. You’ll get the biggest bang for your buck by combining your retargeting efforts with proven tools that drive qualified traffic to your website. And you’re in luck. That’s precisely what we can help you do.
Get Your Brand In Front Of Your Customer.
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VP of Client Solutions
Senior Creative Lead