Retargeting converts window-shoppers into buyers. Generally 2% of shoppers convert on the first visit to an online store. Retargeting brings back the other 98%. Retargeting works by keeping track of people who visit your site and displaying your retargeting ads to them as they visit other sites online. With retargeting you only target users that have visited your site and already had an experience with your brand. You can choose to target users that went to a specific part of your site, or open it up to your whole site, but either way you are guaranteeing that you only spend ad dollars on people who have previously visited your site.
Normal display media buys tend to target users in the first stages of the buying funnel. With those ad buys you are tasked with introducing yourself, establishing trust, branding effectively, etc. all while going after an action. Retargeting has been a breakout tactic since marketers first made the shift from traditional trialand- error programs to real-time programmatic campaigns. With retargeting, marketers can directly target the most promising individual consumers with personalized ads and messaging— focusing investment on audiences that are most likely to convert.
Retargeting introduced a simple, practical way to put programmatic ambitions and valuable customer intent data into action. With clearly measurable ROI and consistently strong performance, retargeting has undoubtedly become a must-have tool in the performance marketer’s belt. For many marketers, retargeting has introduced a new form of data-driven personalization to convert casual browsers into loyal buyers. By simply placing a short snippet of code, marketers can turn valuable customer data into actionable advertising strategies —in real time.
By collecting anonymous information on user behavior and intent, brands are poised to convert prospects by engaging them with the right creative and messaging. Retargeting has become an integrated part of the customer journey. With cross-platform, cross-device campaigns, marketers can reach the same user as they move across the web, social networks, and mobile devices, creating a new level of engagement and interaction. We hope this guide provided insight on how to develop a retargeting strategy that works for your brand, and how you can get the most out of your digital marketing efforts. Today, retargeting isn’t just about driving conversions—it’s paving the way way for a deeper understanding of your customers and their journey.