What is Retargeting Advertising

Approximately 2% of Internet users will convert in some manner on a website during their first visit. This means that just 2% of visitors purchase or download products, create user profiles, fill out a form or submit personal information during their first visit to a company’s website. To entice the remaining 98% into coming back, many successful businesses implement retargeting advertising and remarketing techniques. via: Retargeting vs. Remarketing | Resources | Florida Tech

Below are the most popular types of retargeting.

• Search retargeting: Drives new people to your site.  Using Google, Yahoo or Bing you can setup campaigns based off search terms people typed in on those networks.  For example if you sold women’s shoes online, you can setup a campaign that triggers when people type that in Google, Yahoo or Bing search engines, even if they don’t click on your site.  Plus this method is undetectable and hard to track by your competitors.
• Site retargeting: Only works when someone visits your website, a specific page on your site or a landing page with the tracking pixel on it.  This gives you a chance to keep advertising to someone who was interested in your product or service but didn’t take action.  After they leave your site, you can try offering discounts, specials and keep dripping ads on that potential customer.  This can be done on several networks besides, Google, Yahoo and Bing making the potential reach big.
• Facebook retargeting: Facebook is watching you.  Facebook retargeting is a little different since the forms of advertising vary.  You can retarget on Facebook using the news feed and right sidebar ads.  The news feed can allow you to advertise softly and less aggressively yet still get your business in front of potential customers.  Some retargeting software will even allow you to target specific demographics allowing you to reach your target customer more effectively.

Retargeting ads have a 10x higher click-through rate than display ads – and visitors subject to retargeting are 70% more likely to complete a conversion compared to non-retargeted visitors.

With so many different ideas and options for you, how do you even decide on where to begin?

Your best bet is to pick a tactic and start testing today.

No matter what you do, make sure you only use one retargeting vendor per retargeting channel so that you don’t compete against yourself and artificially drive up your costs.