Blog Post Retargeting

How retargeting ads work

If you run a small business online, you’d know how tough it is to get your products or services noticed. What’s even worse is that buyers nowadays can easily get distracted before they even make a purchase. They end up leaving your website before buying anything. Let me introduce you to the Retargeting ads method.

What is Retargeting?

Retargeting is a form of online marketing that helps you convert website visitors into customers after they leave your website. Retargeting, also known as remarketing, is a form of online advertising that can help you keep your brand in front of bounced traffic after they leave your website. For most websites, only 2% of web traffic converts on the first visit. Retargeting is a tool designed to help companies reach the 98% of users who don’t convert right away.

How does it work?

There are two types of retargeting. The first one is called pixel-based and the second one is called list-based. Each one can be advantageous depending on your marketing campaign and goals.

Retargeting is a cookie-based technology that uses simple Javascript code to anonymously ‘follow’ your audience all over the Web.

Here’s how it works: you place a small, unobtrusive piece of code on your website (this code is sometimes referred to as a pixel). The code, or pixel, is unnoticeable to your site visitors and won’t affect your site’s performance. Every time a new visitor comes to your site, the code drops an anonymous browser cookie. Later, when your cookied visitors browse the Web, the cookie will let your retargeting provider know when to serve ads, ensuring that your ads are served to only to people who have previously visited your site.

The pros of the pixel-based retargeting is that it works fast. Anyone who has previously visited your site can immediately be retargeted right after they leave your page. It’s also particular, it shows ads depending on the specific page the visitor opened. It’s also behavior-based, this means the pixel-based retargeting method adjusts to the visitors online behavior.

The pixel-based method is reliant on the amount of web traffic you get. This fact is the only con of this method. The campaign will only work if you get a lot of web traffic. This means that you have to create a marketing strategy to get visitors to open your website and then leave the site for it to work.

List-Based Retargeting

List-based retargeting is a type of retargeting that will only work if you have the visitor’s contact information in your database. This type of retargeting allows you to customize your criteria for your ads. You get to choose who goes in which list. The downside is that if a person’s email address is different from their social network, then they won’t be able to see your ads. You’ll also have to manually upload and maintain the list of email-addresses. It takes up more of your time and is less automatic than pixel-based retargeting.

Retargeting is so effective because it focuses your advertising spend on people who are already familiar with your brand and have recently demonstrated interest. That’s why most marketers who use it see a higher ROI than from most other digital channels.

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