What Is Retargeting?
Posted on October 4, 2017
What Is Retargeting?
Retargeting is all the rage in the marketing world, but not many businesses are completely sure what it means or how to apply it to your own marketing efforts.
What Exactly is Retargeting?
Retargeting is using your marketing efforts to reach users that have previously engaged with your brand somewhere. This can be on your website, on social media, and now even offline events can cross over into the digital realm. This is a method of touching base with someone
that has previously been in contact with your brand and you’re seeking to draw them
back in to take another look.
Retargeting Versus Regular Ads
You may be wondering why you should utilize retargeting versus just buying regular display ads
that can be seen by all rather than just those that have engaged with your brand previously. The thing with retargeting is that you’re trying to lasso those users back into the fold that has already considered your company. Choosing retargeting means that your ad dollars will only be going to those with some experience with your brand. You don’t have to worry about going through the introduction with these users to why your brand is a high-quality and well-trusted brand but can jump in right to the specifics to achieve your call to action.
One way that this is tracked is by placing a retargeting code on your website. This code is also referred to as a pixel. The pixel fires as certain actions are taken on your site. Based on a visitor’s behavior we can retarget them with additional messaging. For example, if someone visits your blog and reads 2 articles about a specific subject we may follow up with more info on that subject. If they visit the pricing page, then perhaps we show them an ad with a discount code to bring them back.
Consider how you would network in person. You attend a networking event and quickly make your way around the room in search of folks that you could potentially do business with. Of the folks that you speak to, a few may fit that bill so you get their contact info. Later you will reach out to them and try to schedule another interaction. The dance may go on for some time until an actual transaction occurs and business is conducted. This is retargeting in real life.
Retargeting is an effective way to market your brand by being specific in how you utilize your marketing dollars. Not all budget should be spent on cold traffic. In fact, the primary goal in advertising to cold traffic shouldn’t be to convert them but rather to let their behavior indicate their interest level so that you may retarget them with a more specific piece of content and eventually a very specific offer.