Okay, let’s start off with a brief little description of what exactly retargeting is. It’s a form of online advertising that can help you and your brand re-capture users who have already been to your website. Fun fact, only 2% of web traffic converts on their first visit. This means that, for the majority we’re going to have to use some tricks of the trade to get them back to your website, so it can turn into a lead and/or sale. Retargeting is a toll that’s specifically designed to help companies reach the 98% of users who don’t convert on their first interaction of your website.
In tech talk: We place a small, unobtrusive piece of code on your website (often referred to as a pixel). This code, or pixel, is unnoticeable to your site visitors and won’t affect your site’s performance. Then, every time a new visitor comes to your site, the code drops an anonymous browser cookie. Later, when your cookied visitors browse the web, that cookie will then let your retargeting provided know to serve relevant advertisements, this ensures that your ads are only being showcased to people who have previously visited your website.
Retargeting is incredibly effective because it focuses your advertising spend on people who are already familiar with your brand and have very recently demonstrated interested in your brand or business. When you dissect this information, you can see why most good marketers use pixels, because it hits a higher ROI than most other digital channels!
When’s the right time to retarget?
Pixels are best used within in a greater digital ecosystem, it definitely works best if it’s part of your larger digital strategy.
Generally speaking, it works best in conjunction with inbound and outgoing marketing or demand generation. It’s highly complementary to the rest of your marketing and is very likely to make you money.
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