Retargeting

What is Retargeting?

Retargeting is the ability to serve up relevant display advertising to people who have already visited your website or landing pages.

How Retargeting works?

Placing a small piece of HTML code on the web page(s) from which you are looking to capture your retargeting audience. Whenever searchers visit one of these pages, an ad server then loads a retargeting pixel, drops a cookie onto that person’s machine and enables marketers to serve them specific display advertising wherever they may travel on the web.

Benefits of Retargeting

Online conversions are hard to achieve. Whether you want prospects to download a white pager or leave their contact information for a free trial, they may be not interested yet or may not have the time. By incorporating retargeting across your marketing activities, you can rest assured that people who don’t convert the first time aren’t lost forever – you can continue to keep your message in front of them until they are ready to engage with you.

Retargeting is also an effective lead nurturing approach. The essence of lead nurturing is to build strong, trusting and long term relationship with prospects, regardless of their readiness to buy. This includes staying top of mind with your brand, addressing the right questions or concerns at all stage of the buying cycle with relevant content and influencing all of the individual involved in the buying decision.

Another great thing about retargeting is that you can tailor your ads to address wherever your prospects are in the buying cycle. i.e. if a searcher has visited your home page and done nothing else, retarget them with ad creative that focuses on increasing your brand awareness and overall value proposition. However, if a searcher has visited specific product pages, it would be more effective to retarget them with ad creative that addresses the particular features and competitive advantages of your products.

Retargeting also gives you a second, third and fourth… chance to make a first impression. It’s not easy to convince prospects when they first hit one of your web pages that you’re the solution for them.