Retargeting: An Introduction

Retargeting, also known as remarketing, is hot gossip in the online advertising world right now. But what is retargeting? How does it work and when should you use it?

What is retargeting?

Retargeting simply means targeting potential customers via the internet by presenting them with adverts based on prior behaviour and engagement. There are several forms of retargeting; search retargeting, CRM retargeting and email retargeting but the most popular form used is site-based retargeting.

Effective site-based retargeting presents your adverts to anyone who has visited your website after they’ve left. As your potential customer continues to surf other sites, your adverts follow them keeping your brand in front of them which with luck will bring them back to you.

How retargeting works

Your retargeter places a few lines of code into your website. This code places an anonymous browser cookie which stores any site visits which are made although no visitor’s personal information is retained. When the visitor leaves your site and visits another, the cookie informs your retargeter of this activity. Via an automated process which takes a fraction of a second to act, your retargeter will check to see if there is any available ad space on the newly visited site and if there is they will bid on that space in real time. If they are the highest bidder, ad space will be secured for your ad and it will appear alongside the page content in front of your bounced visitor.

Who benefits from retargeting?

It’s predominantly e-commerce companies who benefit from retargeting. For example, you land on ‘ComputersRus’ and look at a range of new laptops they have on offer, then you leave the site without placing an order. Next thing you know you’re seeing ComputersRus ads wherever you go on the web.  Eventually, you decide that it's easier to take up their offer than spend hours searching for an alternative and thus they make a sale courtesy of their retargeting strategy.

Retargeting can be used in the ‘real’ world too. Higher education providers can use the technique to increase enrollment rates; entertainment brands could use retargeting to increase ticket conversion rates. The list is pretty all-encompassing.

Getting it right

In theory setting up and launching a retargeting campaign sounds pretty straightforward but it’s easy to make mistakes which could actually set you back. So before you get stuck into organising a campaign, be sure to do plenty of research and for your first foray into the brave new world of retargeting consider using a professional and experienced provider to make sure your first experience is a good one.



Top Posts | Retargeting

Are these Customer Reward Practices Hurting your Profits?

If you are like most business owners, you cringe every time a customer leaves your store upset. With customer acquisition costs being a staggering five times higher than keeping a loyal guest in the first place, it becomes worth it to worry about the details. To keep people happy, some business own ...

3 Great Retargeting Platforms

We all know that the internet is the rage these days. It has been like that for years now, and there are no signs of it dying down anywhere in the near future. People love to stay connected via the internet, and the ease it has brought to human life is something we cannot be ready to give up now th ...

The Best Strategies for Mobile Retargeting

Mobile retargeting has proven itself one of the more useful strategies in integrated marketing campaigns. It is definitely one of the best ways to engage an audience that is already familiar with your website. The following are a few of the best strategies for mobile retargeting.1. Place your burn ...

5 Retargeting Tips for Corporate Employers

Retargeting is a powerful form of targeted advertising that enables you to show banner ads to customers who have already communicated with your business through emails or by visiting your employment website. If you want to produce ROI and bust applications with retargeting, there are several tips t ...

SEO Strategies for Healthcare Professionals

Whether a patient is looking for a flu shot in Dallas, or a pediatrician in Seattle, you want prospective patients to easily find you online. Considering the fact that the conversion rate through SEO leads is more than ten times what it is with outbound leads, it's not that difficult to make a ... ...

Creating Brand Buzz Before a Trade Event

Trade shows and conferences are great opportunities to spread the word about your brand and network with industry colleagues and potential customers. But how do you stand out from potentially hundreds of similar companies without blowing your budget on a premium exhibitor booth or sponsorship?Here ...

Has Your Product Reached the Youth?

It’s hardly imaginable to know one kid who does not log in to any social networking site or browse the web once a day. Most of the youngsters in this generation are so hooked up with the internet, which is why it is not so surprising to see that most advertisements that are done the tradition ... ...

5 Fatal Retargeting Mistakes To Avoid

There is no doubt that retargeting is one of the most effective ways of reaching your target audience. It’s simple and cost effective and certainly deserves its place in your marketing campaign strategy. Unfortunately, just like cakes, you can have too much of a good thing. Here are five ret ... ...

CRM Retargeting - New Kid On The Block

A couple of months ago, the email retargeting world was shaken to its very core when Google began automatically displaying email images. In case you don’t already know this, email retargeting works by placing a pixel within the body of an email. When the reader of that email views the pixel, ... ...

5 Ways to Maximise Your Retargeting Campaign

Retargeting when done well makes online advertising campaigns more intelligent and efficient with the consequence that it brings in much better returns for the increasing number of businesses that are starting to employ the technique. Unfortunately, in their rush to catch the retargeting wave, man ...