Retargeting is a relatively new online marketing strategy, which involves targeting advertising specifically at people who have previously visited your website. Essentially, the aim of the strategy is to convert online 'window shoppers' into customers by appearing in front of them again and improving brand recall.
The vast majority of businesses do not currently have a retargeting budget, instead prioritising SEO outsourcing and other forms of search marketing. Indeed, many experts in the field believe that retargeting is the single most under-utilised online marketing technique today.
Of course, this presents early adopters with the chance to gain a significant jump on the competition.
The most common method of retargeting involves placing an invisible Javascript code on your website. Each time somebody visits your website, the code drops an anonymous browser cookie to that visitor, marking them as someone who has shown an interest. This particular process is sometimes known as 'tagging'.
As the visitor moves away from your website and browses the web, the cookie alerts your retargeting provider to the fact that they have previously visited your website and are a candidate for retargeting adverts. These adverts may then appear to them when they are using social media, watching a video on Youtube, or using a search engine.
Retargeting strategies can also become more in-depth, allowing you to target different kinds of visitors in different ways. For example, you may opt to utilise more aggressive or obvious advertising on someone who has looked at products on your website than on someone who has read a single blog post – or vice versa.
The main benefit of retargeting is that it allows you to aim your advertising resources directly towards people who have already demonstrated some sort of interest in what you have to offer. It can also be used alongside professional SEO services as a marketing one-two punch, increasing traffic and subsequently increasing conversions.
When utilised correctly, it can have an incredible impact on conversions and, in fact, research by B2B Marketing shows that people are 70 percent more likely to convert if they are 'retargeted' through display advertising. Meanwhile, according to AdReady, retargeting can improve ad response in general by up to 400 percent.
People usually respond best to more subtle retargeting ads, which are seen as less intrusive and sinister. Nonetheless, contrary to some suggestions, most people actually like being retargeted, with only 11 percent registering displeasure and a significant number referring to them as 'helpful' and 'convenient'.
Image Source: pmgmarketing.net.
I am a digital marketing professional with over 25 years’ experience in the sector and a passion for the internet industry. I build and implement online marketing strategies and campaigns to achieve my clients’ goals across a wide variety of sectors. As a marketing leader, I use my expertise in search, content, social and lead generation strategies to consistently improve and shape commercial success that drive growth, engagement and business development.
