Retargeting & Remarketing: The Ultimate Guide Made Easy

Retargeting, also known as remarketing, is a form of online advertising that can help you keep your brand in front of bounced traffic after they leave your website. For most websites, only 2% of web traffic converts on the first visit. How Does Retargeting Work?Retargeting is a cookie-based technology that uses simple Javascript code to anonymously follow your audience all over the Web. Heres 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 wont affect your sites 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. Thats why most marketers who use it see a higher ROI than from most other digital channels. When Does Retargeting Work?Retargeting is a powerful branding and conversion optimization tool, but it works best if its part of a larger digital strategy. Retargeting works best in conjunction with inbound and outbound marketing or demand generation. Strategies involving content marketing, AdWords, and targeted display are great for driving traffic, but they dont help with conversion optimization. Conversely, retargeting can help increase conversions, but it cant drive people to your site. Your best chance of success is using one or more tools to drive traffic and retargeting to get the most out of that traffic. So, if you’re ready to take your marketing to the next level, learn more about how to utilize retargeting (akaremarketing) in your business now-About the Topic-Everyone deserves a second chance, and remarketing (also called retargeting) is your chance to get your business back in front of your customers eyes no matter where they go after theyve visited your site. But how do you get the most out of your retargeting efforts?Build Brand Awareness for Newly Launched SitesIf your site is brand new, your goal is going to be building upbrand awareness. This is the most basic of all types of remarketing and the fastest to set up. In a nutshell, youll be displaying the same ad to everyone who has visited your site. The code is placed on a core area of your sitesuch as the header or footerso it executes site-wide-Market to Customers Who Have Already Converted with Special OffersNext, there are the people who have visited your site and already converted. These people are a remarketing goldmine, since theyre already familiar with your brand and have taken that all-important first step toward interacting with you, be it buying a product, calling for a quote or signing up for your mailing list. It doesnt make sense to remarket to these people with the same generic brand-wide ad, so why not design and test a variety of creatives that entice the user to come back and save money? By targeting it only to people who have converted, youll greatly increase their chances of coming back and converting again. Since Google launched its remarketing platform, businesses are taking full advantage and increasing their conversions 300-400% plus. In addition to this you can reduce your cost per click (CPC) or place this spend into your remarketing strategy. If youve already set up your Facebook account todrive traffic and conversions, then you may want to try Adroll. SalesBlend used Adroll for their Facebook remarketing to target their specific audience. With Adroll, they paid a CPC of $1.62. Now, since switching to running theirremarketing directly through Facebook, theyve reduced CPC to an unbelievable $0.44. Thatsa 73% decrease-Be the Helpful SalespersonHave you ever had a salesperson that stood out as someone truly helpful? Not only did they help you find that amazingly comfortable pair of shoes, they also suggested a fantastic pair of jeans to go with them. You could tell right away that they were interested in making you look and feel your best. Thats what your remarketing ads should do. If someone is browsing on your site, use remarketing to take stock of what they looked at, and suggest relevant accessories that would look or perform even better with whatever it was they had their eye on-Avoid Shopping Cart AbandonmentIt begs the question: What approach are you implementing to minimize customers falling through the net?According to research conducted by Yoast,a whopping 56% of online shoppers abandon payment at the point of sale because of unexpected costs. Shopping cart abandonmentis a huge problem for even the most well-known retailers and presents the perfect opportunity for remarketing to shine. Not only can you remind customers by email of the products they left in their cart (provided you have their email), but you can also address any