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Retargeting is a hot topic in the online advertising space. If you are not utilizing it as a part of your digital marketing method, you're most likely being retargeted right now by someone who is.
Regardless of the reality that retargeting (referred to as remarketing by Google) has become an established part of the digital marketing lexicon, lots of marketers are still not familiar with how it works and when it needs to be used.
What is Retargeting?
Retargeting is the practice of serving advertisements based on previous engagement. While there is more than one kind of this technology, the most regularly utilized is site-based retargeting. (Other kinds include search retargeting, email retargeting, and CRM retargeting.)
Site-based retargeting is the practice of serving advertisements to people who visit your website after they leave. These ads appear on a variety of other sites around the web, keeping your brand in front of your bounced site visitors in an effort to bring them back.
How Does It Work?
Site-based retargeting uses cookies to remain in front of previous site visitors. When someone gos to your site, a few lines of code offered by your ReTargeter will drop a confidential internet browser cookie. This cookie is a small file that stores information. The cookie will save the website visit without storing any sensitive info, such as the site visitor's name, address or any other piece of information that may personally identify the visitor.
When somebody comes to your website, a cookie is dropped, and eventually, they leave and go to another website. The cookie lets your ReTargeter know when one of your bounced visitors appears on another site. If there is available ad space, your ReTargeter will bid on that area in real-time, and if they are the highest bidder, will secure the ad space before the page loads.
This whole process is automated and happens within a fraction of a second.
By the time the page loads, the ad area will have been purchased and your advertisement will appear along with the page material.
Who Can Benefit From Retargeting?
The prototypical usage case is the Zappos example: you visit Zappos, take a look at a pair of shoes, and leave the website without buying. Then you see Zappos advertisements all over the web.
This example describes the procedure simply and efficiently, yet it's universality may help reinforce the misunderstanding that retargeting is only an ecommerce option.
Retargeting is very commonly used by ecommerce business, and rightfully so, as it is one of the most effective methods to bring back bounced traffic and combat shopping cart abandonment. However, ecommerce business are definitely not the only businesses that can take advantage of this technology.
B2B business are frequently the ideal candidates for retargeting, as it can help them stay in front of leads throughout longer purchase cycles.
Schools, particularly higher education, can use retargeting to increase enrollment and contributions. Recruiters can utilize retargeting to keep their business in front of certified candidates and increase application completion rates. Events or entertainment brand names can utilize retargeting to increase ticket or merchandise sales.
And these are just a few examples. Ultimately, any website that does not see 100% conversion rates is a fantastic candidate.
Beginning and Avoiding Pitfalls
It sounds simple to set up and launch a retargeting project (and it is), but it is also easy to make mistakes that wind up doing more harm than good. If you 're interested in starting a project, be sure to thoroughly educate yourself on best practices, or deal with a full-service provider who will manage your project for you.
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