The word retargeting probably doesn't mean anything to you and doesn't sound familiar, but you've certainly seen it in action during your time spent on the web: for example, have you ever been surfing the Internet and seen an advertisement for a product you had previously searched for?
In a nutshell, that’s the concept of retargeting…and I know it can seem pretty scary until you understand how it works.
In this article, therefore, we will look in detail at what retargeting is and how it works , but above all why you would do well to use it in your marketing strategy.
What is retargeting?
Retargeting , also known as Remarketing , is a type of online advertising that targets users based on their previous actions on the web, in situations where those actions do not result in sales or conversions.
Specifically, it helps keep your brand visible to users after they leave your website by showing them a consistent message based on the actions they have taken.
Statistically speaking, only 2% of web traffic converts on the first visit .
Not much, right? Remarketing is a strategic tool to help companies reach the remaining 98% of users who did not immediately perform the desired action (purchase, filling out a form, downloading a guide, etc.).
How does Retargeting work?
To understand how retargeting works, we need to think about tracking users as they navigate the Internet.
This occurs through cookies present on various websites, which are “attached” to your browser (Chrome, Safari, Firefox, etc.).
Later, when visitors tracked by this cookie browse the web, the cookie allows advertising providers such as Google, Facebook and Linkedin Ads to serve ads, ensuring that these ads are only shown to people who have already visited your site.
Why should you use it?
Specifically, retargeting is a very effective strategy because it focuses advertising investment on people who are already familiar with the brand and have recently come into contact with us in some way, perhaps even by visiting product pages that they have not then purchased.
Those who abandon the site do not always do so due to lack of interest: for example, it may happen that they have to finish browsing a content due to other commitments that have arisen, that an abandoned cart is synonymous with some problem with the payment methods, that the compilation of a form is not completed due to a poor internet connection.
In conclusion
Remarketing is a powerful tool for optimizing conversions, but it works best when it's part of a broader digital strategy.
Occasional advertisements are no longer enough in an age where users are constantly bombarded.
Especially for SMEs it is essential to specifically hit their target , using the right tools to achieve this goal.
As effective and incisive as our message, our banner, may be, it must be shown repeatedly and insisted on people who are still undecided, but sensitive and interested.
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