When someone visits or abandons your website, you think that is it, opportunity lost. But retargeting is a great way to win them back. Find out how retargeting works and why you should use it in your digital marketing strategy.
When a consumer visits and abandons a retail website, it can be for a variety of reasons. Some of the more common reasons for visiting a retail website but not buying anything include price shopping, their credit card was not handy or they simply forgot about making a purchase and went off to do something else.
What Is Retargeting?
What About Remarketing?
How Does Retargeting Work?
The information that is collected is used to create very specific advertising campaigns for targeted groups of people. Digital marketing companies have large advertising networks set up that will recognize the cookie information and show display ads to specific consumers based on the particular retargeting campaign. For example, imagine a consumer who spent time on a car parts website but did not buy anything. They would then see display ads from that website on other websites they visit. In this way, the consumer is reminded about his or her interest in car parts.
Why Use Retargeting?
In advertising, brand recognition is a critical element to increasing client revenue. Retargeting puts a company’s display advertising in front of a consumer on a regular basis. This creates and enhances brand recognition.
That repeated exposure of display advertising to select consumers helps to significantly increase a marketing client’s return on investment. With retargeting, the impressions purchased on a PPC network can be used to only target people who have shown a previous interest in the website’s offerings. This then brings in targeted traffic to a retail website.
Too much exposure will cause the consumer to turn away from the advertiser. But the right amount of exposure on the right websites can bring in targeted web traffic that is ready to buy.
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