The document discusses better practices for retargeting website visitors. It notes that most companies incorrectly drop retargeting pixels on all visitors, including those who immediately bounce without showing interest. However, by hiding the tracking cookie for 45 seconds to allow bounce visitors to leave, and then only retargeting those who remain on the site, companies can avoid wasting ad spend on non-interested visitors and better focus their retargeting efforts. The document recommends using free software called Code Delay to implement this cookie hiding solution for more effective retargeting.

1. Everyone Is Doing Re-targeting
Wrong

2. The Wrong Way To Do Re-targeting

Dropping pixels on EVERYBODY

Sales may not cover ad cost

3. The Right Way To Do Re-targeting

Re-targeting
− Browser tags visitor with a “cookie”
− A piece of code that anonymously tracks their
online activity

“Bounce Rate”
− The amount of people who land on your site and
immediately leave because they weren't interested
− 60%-80% is a common bounce rate

How does this relate to re-targeting?

4. The Right Way To Do Re-targeting

If 78% of visitors leave, then 78% of ad spend
is wasted

If you stop re-targeting those who bounce then
you'll stop wasting money on those not
interested

Solution:
− “Hide” the cookie tag until 45 seconds and then tag
visitors
− This allows bouncers time to leave and only re-
targets those who stay

5. How To Get The “Cookie Hider”
Code

Code Delay
− Free software
− Works will all types of code
− http://codedelay.com

6. How To Get The “Cookie Hider”
Code

Code Delay
− Free software
− Works will all types of code
− http://codedelay.com