Retargeting, also known as remarketing, is a form of online advertising that can help you keep your brand in front of your website visitors 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.
Marketers can use retargeting as part of their digital marketing strategy to help with staying top-of-mind awareness and acquiring conversion. With the use of programmatic advertising, ads can be customized to each retargeting group drive more conversion (eg, people who looked at boots vs. sandals). The automation of this strategy can ensure that you are reaching the customers as they are making their buying decisions.
It is also good to keep in mind that different products warrant different retargeting time windows. (Eg, people shopping for travel should be retargeted immediately; people shopping for automobiles should be retargeted later.)
Retargeting generates greater online sales by keeping your brand in front of those that are already interested in your products and brings them back they’re ready to buy. This technique is effective because it helps the company focus ad dollars on current customers and people who have shown interest in what they have to offer, creating a higher return on investment in digital spending.