Data has it that 97% of people who visit your site for the first time leave without buying anything and most of them are lost forever. Unless, of course, you bring them back through Retargeting. In this blog, you will be informed about what retargeting is, how it works and why it is important to retargeting.
What’s Retargeting?
A form of online advertising, retargeting is a cookie-based technology that uses Javascript code to anonymously ‘follow’ your audience all over the web showing related ads to their Internet behavior and initial purchase intent.
Since prospects rarely convert after coming across the first ad on web pages they visit, cross-channel advertising and retargeting becomes an effective tool for increased conversions. Marketing across multiple channels leads them on a persuasive ad journey, giving them more chances to convert on the ad offer.
How does Retargeting Work?
Retargeting works like this- a small, unobtrusive code — also known as a retargeting pixel — is placed on your website. The code or pixel then starts collecting essential data about the visitor who visits your website, including which pages a user has visited, how long they have spent on your site, and where they are in the world.
When a user visits your website, the pixel also drops a retargeting cookie in their browser. Now, every time a visitor comes to your webpage, this cookie will indicate you or your retargeting enabled ad-server about their online presence so you can retarget them with display ads across the web even after they’ve left your site.
Why is Retargeting Important?
- Retargeting works excellently as a reminding tool- it reminds the visitor of your product as they continue browsing the internet irrespective of the different platforms they are on, be it social media, their favorite news site, or researching your competitors.
- Retargeting builds visibility for your brand, allowing you to reach an audience that has already expressed interest in your products. Every time your customer sees your retargeting ads, your brand gains traction and more recognition.
- Retargeting helps in segmenting visitors based on their traits or behavior and target them accordingly, allowing you to create a more relevant advertising experience capable of driving more conversions.
- Retargeting campaigns induce high click-through rates and increased conversions that help underscore the value of good branding and increased revenue.
When used properly, retargeting is incredibly powerful. It helps you save money and yet aim for more conversions.
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