What is Retargeting?
Retargeting (or “remarketing”) is the process of reaching out or connecting with website visitors in the form of banner ads. For example, if someone visits a website and then leaves, our digital agency can create and serve banner ads to these website visitors anywhere on the Web. The purpose of this technique is to remind consumers of a company or a brand with the goal of rekindling their interest in making a purchase or contacting the business. Retargeting is one of the most powerful digital advertising techniques because it consistently generates top-of-mind awareness.
There are several ways and platforms to ignite retargeting campaigns.
Dynamic remarketing can be especially powerful for ecommerce websites. This technique allows advertisers to target online shoppers who have not yet made a purchase but were far along in the shopping process. For example, if an online shopper put an item in his or her basket and then decided not to buy it, our digital agency can serve ads containing that item to the shopper on the Web. This encourages online shoppers to follow-through with a desired transaction.
Retargeting to “Like” or “Similar” Audiences
A “like” or “similar” audience means an audience similar to the one that visits your website. Retargeting to “like” or “similar” audiences is the process of serving ads to a population similar to the one that has visited your website in the past. This technique is a great way to expand your website’s exposure and reach of your target demographic.
The beauty of segment retargeting is it allows you to serve ads to people who have only visited a specific portion of your website. For example, our digital agency has created and served pool table specific ads only to the people who visited the pool tables section of our client’s home recreation website, GreaterSouthern.com. This is an effective form of narrow remarketing because it’s specific to people interested in a particular item, rather than people who have a general interest in your services.