What Is Retargeting And How Does It Work?
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.
Retargeting is highly 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.
When Does Retargeting Work?
Retargeting is a powerful branding and conversion optimization tool, but it works best if it’s part of a larger digital strategy.
Retargeting works best in conjunction with inbound and outbound marketing or demand generation. Strategies involving content marketing, AdWords, and targeted display are great for driving traffic, but they don’t help with conversion optimization. Conversely, retargeting can help increase conversions, but it can’t drive people to your site. Your best chance of success is using one or more tools to drive traffic and retargeting to get the most out of that traffic.
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