Retargeting – What is it?

Retargeting also known as remarketing is a form of advertising where your ads are shown to visitors who have already visited and bounced off your website. So retargeting essentially gives you a second chance to convert your past visitors into buyers. It involves first identifying & tagging your website visitors, tracking their online activity and then showing them personalized ads when they visit other sites online. Most popular types of Retargeting include – site retargeting, email retargeting, CRM retargeting, search retargeting, dynamic retargeting, and Facebook retargeting.

• Site Retargeting – Serving ads to people after they bounce off your website.
• Email Retargeting – Serving ads to people who open your emails.
• CRM Retargeting – Serving ads to people with based on details in your CRM such as email or mailing address.
• Search Retargeting – Serving ads to people who search for one of your keywords while browsing the web.
• Dynamic Retargeting – Serving ads to people based on their prior engagement.
• Facebook Retargeting – Serving Facebook ads to people who visit your website.

How Retargeting Works?

Technically this is done by placing a JavaScript tag in the footer of your website. This code creates a list of people (call retargeting list) who visit your site by placing anonymous retargeting “cookies” in their browser. This list allows your Retargeting program to display retargeting ads to your potential customers as they visit other sites. AdRoll is one such Retargeting vendor that works with the largest ad exchanges (online ad publishers such as blog, news site, or social networks).

Retargeting generally yields high click-through rate and conversions and thus ROI in much higher than traditional paid marketing. Retargeting is more effective because it lets you target visitors who have already visited your website and shown interest in your product or service. Repeated exposure of your ads keeps your brand at the top of your customers’ minds.