One of the important marketing strategies to implement in increasing brand awareness to sales is to understand the definition of retargeting.
Many clients or users simply browse websites in the digital realm without engaging with them.
Retargeting is crucial for marketers to employ in order to ensure that these clients come back to the website. And ultimately purchase the product.
What is Retargeting?
Retargeting is a form of online advertising that involves displaying targeted advertisements to users who have previously visited a website or taken a specific action online. It is frequently applied to get website visitors to return and finish their purchases. Or to encourage them to take a specific action.
Definition of retargeting works by placing a small piece of code, called a “tracking pixel,” on a website. When a user visits the site, the tracking pixel places a cookie on their device. The cookie allows the retargeting platform to recognize the user.
When they visit other websites that are part of the retargeting platform’s network. An advertisement from the retargeting platform is personalised to the user’s individual interests and browsing history on the original website when they see it.
Retargeting can be effective for businesses. Because it allows them to reach users who have already expressed an interest in their products or services.
It can also be useful for driving conversions. Because it enables companies to display targeted advertisements to users who have already expressed an interest in their goods or services.
Types Of Retargeting
In general, only 2% website visitors typically convert when visiting a website. So you will lose a lot of sales conversions if you haven’t used retargeting techniques. There are several different types of retargeting, including:
1. Search Retargeting
Users who have used certain terms in their search queries will see advertisements in this type. For example, if a user searches for “running shoes” on Google, they may see ads for running shoes when they visit other websites.
2. Site Retargeting
Users who have visited a particular website or particular pages of a website would see advertisements in this situation.
For example, if a user visits a website selling electronics and leaves without buying anything, they can see advertisements for those devices on other websites.
3. Contextual Retargeting
This involves showing ads to users based on the content of the websites they are visiting. For example, if a user is reading an article about travel, they may see ads for travel-related products or services.
4. Behavioral Retargeting
This involves showing ads to users based on their past online behavior, such as the types of products they have viewed or purchased.
For example, if a visitor has previously browsed a retailer’s website that sells laptops, they can see advertisements for laptops when they go to other websites.
The Benefits Of Retargeting
The average click-through rate for retargeted advertising is 0.7%, and it has been shown that after retargeting with an advertisement, website visitors are 70% more likely to convert on your website. It sounds compelling, doesn’t it?, there are several benefits to using retargeting as a marketing strategy:
1. Increased brand awareness
Retargeting helps to keep a business’s brand in front of users who have previously shown an interest in their products or services. This can aid in increasing brand recognition and keep the company in potential customers’ minds.
2. Higher Conversion Rates
Businesses can target users who have already expressed interest in their products or services by using retargeting. This can help to increase the likelihood of converting those users into customers.
3. Better Targeting
Retargeting allows businesses to target their ads to specific users based on their interests, actions, and past behavior. Ads are more likely to be successful if they are presented to the appropriate audience thanks to this.
4. Cost-Effective
As it only requires displaying advertising to users who have already expressed interest in the company’s goods or services, retargeting can be a cost-effective method for reaching targeted audiences. This may assist in lowering the price of recruiting new clients.
5. Measurable Results
Retargeting allows businesses to track the effectiveness of their ads and make adjustments as needed. This can help to ensure that the business is getting the best return on its advertising investment.
Overall, definition of retargeting can be a powerful tool for businesses looking to reach targeted audiences and drive conversions. Retargeting should be used in a transparent manner that respects users’ privacy. Any retargeting campaigns should make it obvious when tracking pixels and cookies are being used.
