WHAT
IS RETARGETING AND HOW DOES IT WORK
Retargeting, also known as
remarketing, is a form of online advertising that can help you keep your
brand in front of bounced traffic after they leave your 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.
HOW
DOES RETARGETING WORK?
Retargeting is a cookie-based
technology that uses simple a JavaScript code to anonymously ‘follow’ your
audience all over the Web.
Here’s how it works: you place
a small, unobtrusive piece of code on your website (this code is sometimes
referred to as a pixel). The code, or pixel, is unnoticeable to your site
visitors and won’t affect your site’s performance. Every time a new visitor comes
to your site, the code drops an anonymous browser cookie. Later, when your
cookied visitors browse the Web, the cookie will let your retargeting provider
know when to serve ads, ensuring that your ads are served to only to people who
have previously visited your site.
Retargeting is so effective
because it focuses your advertising spend on people who are already familiar
with your brand and have recently demonstrated interest. That’s why most
marketers who use it see a higher ROI than from most other digital channels.
WHEN
DOES RETARGETING WORK?
Retargeting is a powerful
branding and conversion optimization tool, but it works best if it’s part of a
larger digital strategy.
Retargeting works best in
conjunction with inbound and outbound marketing or demand generation.
Strategies involving content marketing, Ad Words, and targeted display are great
for driving traffic, but they don’t help with conversion optimization.
Conversely, retargeting can help increase conversions, but it can’t drive
people to your site. Your best chance of success is using one or more tools to
drive traffic and retargeting to get the most out of that traffic.
Source:retargeter.com
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