What Is Retargeting and How Does it Help Your Business?
You’ve probably been retargeted without even knowing it. Have you ever searched for a product, only to have that exact product suddenly pop up in ads all over the Internet? It’s not a coincidence. That’s retargeting at work!
Retargeting (also known as remarketing) is an intelligent type of online advertising that uses your customers’ search history to advertise your products. Retargeting shows ads to people who are most likely interested in your products or services. When used in conjunction with other online advertising strategies, retargeting is an effective search marketing tool, ideal for building brand credibility and reaching out to customers who have shown an interest in your brand.
5 Ways Remarketing Improves
Your Search Marketing Results
- It focuses your ads on a narrow target.
You target has already demonstrated interest in your products or services. This means there’s a high chance of conversion.
- Retargeting can be customized.
Based on viewers’ online behaviour and needs, ads can be individualized. For instance, you can create ads that display the exact items your customer was viewing or added to their cart.
- It gives you a second chance at conversion.
Often customers will bookmark pages, or add items to their online shopping carts and forget about them. Retargeting allows you to remind them they haven’t completed a purchase and keeps your brand top-of-mind.
- Retargeting is easily adjustable to any budget or industry.
Much like PPC, retargeting can be adjusted to your preferred budget. The nature of retargeting (appealing to customers with a high conversion potential) means it’s known for having a high ROI, as well.
- It pairs perfectly with SEO and PPC.
Remarketing is especially effective when paired with other search marketing techniques. SEO or PPC draws customers to your site, while remarketing is used to drive sales, push for conversions and further build brand recognition and loyalty.
How Does Retargeting Work?
Retargeting might sound complex, but it’s actually pretty simple! Here’s how it works.
- A customer visits your site or searches for specific keywords relevant to your business
- Your ad provider drops a tracker (called a cookie) in their browser that alerts when that person is visiting other sites in your ad network
- An ad is personalized based on that customer’s data, highlighting products or services they viewed, showed an interest in, or added to their shopping cart
- When the retargeted person visits a site in your ad network, the customized ad is displayed for them to see, reminding them to come back and complete their purchase!