Here’s a fact that should make you uncomfortable: Approximately 92% of people who visit your website are not yet ready to purchase your product or service. They might be interested, but they’re not quite ready to pull the trigger.
This is where retargeting comes in.
Traditionally, it has been said that customers require seven touch points with a brand before they convert. Since this statistic first appeared a number of years ago, however, the world of digital advertising has become increasingly saturated. This has led many marketers to now believe this number is higher.
What is ReTargeting and How Does it Work?
Retargeting is the process whereby visitors who have left your website are shown your ads on other websites. Also known as remarketing, it’s a cost effective form of online advertising that can help you keep your brand in front of visitors after they leave your website. As your site visitors move about the Internet, partner sites will host your ads to the pages they visit, keeping you top of mind over time.
If you think about it, visitors have already raised their hands, indicating an interest in your company, product or service. Why wouldn’t you want to make sure they take action by reminding them why they came to your website in the first place.
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 take action on your website right away.
How Does ReTargeting Work?
A common retargeting technique is adding an invisible “pixel” to your website. This tool then begins to tag all of your visitors and put them into a list. This pixel and some very cool technology allows you 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.
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.
If you have further questions, or would like to discuss a retargeting strategy that will increase your bottom line and help you dominate your market, please call us to set up an appointment at (847) 238-2768.
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