What if you could focus your advertising on people who have indicated some sort of interest in your business? You can. It is called retargeting. Here’s how it works.
- Users visit your company’s website.
- Your company’s website is enabled to recognize unique users.
- Users leave your website and encounter display ads from your company elsewhere on the internet.
This is retargeting. People come to your site and leave without engaging in a transaction. Retargeting enables you to focus your advertising on them and influence them toward a transaction.
You’ve likely experienced this yourself. You were searching for a new bike online. The next day, ads start appearing from retailers whose site you visited. Those retailers are engaged in retargeting.
Retargeting is effective for two reasons:
- It focuses advertising on people who’ve already visited your website. Their initial visit indicates some level of interest in the products or services your company is offering.
- It recognizes the average customer doesn’t make a commitment or decision based on their first visit to your website. Retargeting enables you to keep your brand in front of the consumer while they weigh their decision.
There is a danger with retargeting: it can annoy consumers when done poorly. When you set up your retargeting campaign, you are able to dictate how often you want your ad to appear and for how long. You don’t want to overwhelm the consumer. Unless your business is driven by impulse transactions, you can spread the campaign over a number of days or weeks.
Retargeting offers a quality ROI compared to many other marketing channels. It enables you to focus your efforts on customers who’ve indicated some level of interest in your business. If your business is interested in learning more about retargeting, this introduction from HubSpot is a good place to start.