What is Retargeting?

And now, Retargeting!

The Facts
98% of visitors to a website will leave without buying.
It can take up to 7 interactions with a consumer before they become a customer.
46% of marketers think that retargeting is the most under-utilized online marketing technique.

So – what exactly is retargeting?
You may already be getting decent traffic.
But what do you do about the 98% that leave without converting?

Retargeting is an online advertising technique that focuses only on people who have already visited your site.

Retargeting Needs a Cookie
Retargeting works by placing a snippet of code on your site which places cookies on your visitor’s browser.

Cookies are also placed from various ad networks. These cookies allow you to build a list of “prospects” that have been to your site before.
Network Cookies are Placed Too

Then Target Your List
These cookies build your list of prospects. This list is used to target display your ads wherever your prospects go online.
It complements other marketing strategies that are geared toward bringing new traffic in.

Just a Diagram

Results: CPMs are Low
Average CPM (cost per thousand impressions) is ~30% lower for retargeting campaigns than for traditional site-targeted campaigns.

Better Results: CTR is very high!
Retargeting campaigns average about 2x the CTR of site-targeted campaigns.

Why does it work so well?
Retargeting keeps your brand on the minds of your potential customers, increasing the
chances of them converting.
Every time your customer sees your
ad, your brand gains traction and
recognition.

It’s all about finding:

The right people
Do you know who is interested in your product? With retargeting, you're only advertising to people who have been to your website so you know they're interested.

Audience Segmentation
Group visitors based on where they went on your site or what actions they performed.
Segment which URL was visited,
and market more
specifically to that
demographic.

The right ads
Retargeted ads are highly effective because they can be personalized based on what your target audience is already interested in.

Product Specific Ads
“Window shoppers” are much more likely to come back and buy from you if they are shown ads and promotions for the very products they are interested in.

The right places
Placing product specific ads on websites that perform the best increases the chances of conversion. Studies show CTR increases by 40% when ads are relevant to the site.

Advanced Retargeting Optimization Techniques
There are also advanced techniques to get the most out of your retargeting campaign.

Frequency Caps
Control how often your ads appear to avoid oversaturation and make your campaign more effective.

Retargeted Landing Pages
Direct return traffic to unique retargeted landing pages with a customized message, like “Welcome Back” to make the experience much more personal.

Optimized Pixel Placement
Strategically place pixels on specific site pages, such as the next-to-last page of the checkout process, to hone in on prospects who exhibit a high intent to buy.

Conversion Filtering
Add a conversion URL to filter out converted visitors so they are no longer targeted by your campaign.

Want to learn more?
sales@adroll.com
877-723-7655

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What is Retargeting?

by Rebecca Daneault

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