Retargeting 101: How and Why Retargeting Boosts Online Conversions

Retargeting 101: How and Why Retargeting Boosts Online Conversions

What is retargeting used for?

Retargeting is a powerful tool that helps businesses convert more of their website visitors into paying customers. Chances are, you’ve had many potential customers visit your website, take interest in a certain product or service, but then leave without making a purchase or taking any action. Out of everyone in the world that you could spend money advertising to, those people should be at the top of the list; you already know they’re interested in your product/service and they have already engaged with your brand… that’s a recipe for a sale. All you have to do is remind them to come back. That’s where retargeting comes in.

How does retargeting work?

Retargeting starts with a small piece of code called a pixel. When you put a retargeting pixel on a page of your website, it attaches an undetectable browser-cookie to every person that visits the page. When they leave without completing a desired action (making a direct purchase, filling out a form, etc), they will begin to see advertisements for that product/service on other websites as they surf the internet. It serves as a very specific reminder, and with one click they can return to where they were to complete the action. That extra nudge is enough to boost conversion rates significantly, especially if the retargeted ad contains a special offer like a discount or free add-on.

What types of businesses can use retargeting?

Retargeting is commonly thought of as a retail strategy for ecommerce businesses. For example, if you have looked at an item on, chances are you ended up seeing ads for that same item on the sidebar of news websites, in your Facebook or Instagram feed, etc. However, service-based businesses and B2B companies can benefit from retargeting as well. In industries that have a long sales cycle, you need to keep in touch with prospects to keep reminding them of your brand and subtly build trust by becoming a familiar name. Retargeting is a great way to stay in the minds of consumers or businesses who have considered your services and give them a second chance to request a consultation, schedule a service, download your exclusive content, etc.

How do I start retargeting?

There are several platforms you can use for creating a retargeting campaign. The most common is Google AdRoll, but you can also retarget through social media platforms like Facebook, Twitter, and LinkedIn. You may use Analytics to create a retargeting list based off people who displayed certain behaviors on your website and then upload that list as your advertising audience on whichever ad platform you choose. Figuring out what kind of retargeting campaign will work best for your business can be complex; it all depends on your industry, your audience, and the specific goal of your campaign. If you are interested in trying this powerful marketing strategy, contact us at 1-800-992-9663 for a no-obligation consultation, or check out this page, which explains our retargeting services. We can help you recapture those website visitors who slip through the cracks and bring them back!

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