How Does Retargeting Work in Marketing?

Marketing is an industry that has many aspects and areas that you need to master. For example, just under the digital marketing umbrella, you have things like SEO, paid media, social media marketing, and content marketing. To have an effective digital marketing campaign, you need to understand several aspects and effectively combine them. One thing that you’ll likely need to learn is retargeting. Retargeting ads are a key part of generating leads, building brand visibility, and establishing relationships with customers. So what exactly is retargeting, and how does it fit into your digital marketing campaigns? Let’s take a look.


What is Retargeting?

In marketing, retargeting is defined as a form of online targeted advertising, focusing on reaching consumers who have already visited your website. Through retargeting campaigns, a cookie is set within a user’s browser, allowing you to reach these consumers through other ads on the Internet. For example, a user may be on another website and see a display ad relating to your company, or they could see a banner ad on a social media platform like Facebook. Retargeting focuses on consumers who are aware of your presence and came close to doing business with you but ultimately chose not to after visiting specific pages. These retargeting ads can be dynamic or static. Dynamic retargeting ads create a personalized ad for the consumer, while static ads display the same or similar formats to every customer. Regardless of how you choose to use them,  retargeting campaigns are a fantastic way to remind these consumers that you’re still here and entice them to come back and visit your website.


Why is Retargeting Done?

Unfortunately, many people who visit your website won’t immediately make a purchase and do business with you. Instead, most of these consumers will simply visit your website and be on with their day. You don’t want the majority of your web traffic getting away without making a purchase, and retargeting is a way to prevent that. Through retargeting, you can remind consumers of your business and entice them to come back and do business with you. Consumers want to be exposed to your brand before making a purchase, and retargeting can be a fantastic way to reach them. In addition, retargeting can be extremely cost-effective. Rather than trying to reach consumers with no idea about your brand or products, retargeting focuses on consumers who have some familiarity with your brand and have visited your website. As a result, retargeting can result in a lot of newly generated leads.


When Should Retargeting Be Used?

Although retargeting can be beneficial in many scenarios, there is a handful where retargeting can be an especially useful marketing concept to employ. For example, you may want to use retargeting ads when you introduce new products to your website. Consumers who have visited your website before may not be aware of your new releases, and using retargeting ads can be a great way to entice them to revisit your website. Additionally, you may want to use retargeting ads to offload some inventory that you’ve had trouble getting rid of. It isn’t extremely expensive to run retargeting campaigns, and they can be a fantastic way to advertise inventory that you’re trying very hard to get rid of. Lastly, retargeting can be used simply to just get your name out there. As mentioned before, most people will not complete your conversion goals on their first visit to your website. However, retargeting campaigns can be a fantastic way to continually expose consumers to your brand, making it a fantastic tool if you’re just simply looking to build up your brand recognition.