What is retargeting and why is it important to be done on an ongoing basis?

Have you ever visited a business’s website, looked around for a bit and then left, just to find their advertising following you around from site to site for days or even weeks? That’s retargeting.

Let’s take a closer look at retargeting for a moment…

Retargeting is the practice of serving ads based on prior engagement. It is a powerful branding and conversion optimization tool that can help you keep your brand in front of bounced traffic after they leave your website. When you consider that less than 2% of average customers are ready to buy when they visit a site for the first time, you’ll begin to understand just how important retargeting really is.


How it works?

Retargeting is a cookie-based technology that uses simple Javascript code to anonymously ‘follow’ your audience all over the Web. Once someone checks out your site, they’ll start to see your ads while reading an article, listening to music, or browsing other stores online. Facebook, Twitter, and Google all have pixels that can be used in different ways to retarget your customers. 

There are two main types of retargeting: pixel-based and list-based. 

-> Pixel-based retargeting is a way to re-display your material to any anonymous site visitor.

-> List-based retargeting works after you already have someone’s contact information in your database.

Retargeting through AdWords:

If you have an email address, or even a phone number, you can use Facebook and Twitter custom audiences, which are pretty cool to do targeting specifically to people on Facebook or on Twitter whose email address you’ve uploaded. If a lot of people have signed up for your email newsletter, we can get back in front of them using Facebook or Twitter custom audiences using AdWords.

More Reasons to Love Retargeting:

Retargeting is a great way to keep your prospects engaged and interact with people who have already shown interest in your company. There are more great reasons why retargeting is so important.

  • 72% of online shoppers (on average) will abandon their cart before checkout.
  • Without retargeting, only 8% of these customers will return to complete their purchase.
  • Website visitors who are retargeted with display ads are 70% more likely to convert.
  • Nearly 60% of online shoppers say they have noticed ads for products they have viewed after leaving a site.
  • 46% of Search Engine Marketing Pros think that retargeting is the most underused marketing technology.  Source: Wishpond

The more you know your audience, the better you can retarget them. Retargeting may take a few months to see ROI — and you’ll probably need to split-test or A/B test to see what resonates with your audience.

Create optimized retargeting ads and stay connected to them with our omnichannel messaging tool, Redtie.