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How often do you see something online which has caught your attention and then you keep seeing it until you eventually give in and buy it?  It’s no coincidence, it’s retargeting – a digital customer acquisition strategy that re-attracts website visitors.  So how does it work?

Retargeting is a concept that puts adverts in front of consumers who’ve already interacted with your brand, whether that’s from clicking an ad, visiting your website, or interacting with an email. Its purpose is to put your brand in front of consumers multiple times to sway their purchasing decisions. It is one of the most effective ways of getting new customers to your business.

Retargeting is critical in attracting new customers

Every business wants to persuade visitors to purchase from them who didn’t convert the first time and retargeting increases conversion. Through retargeting, you can re-attract the visitors who didn’t take the action you wanted and pull them back in.

Think shopping cart abandonment! If you’re a retailer and a visitor clicked on a product they were interested in on your website and then leaves, retargeting will create ads of the product that will follow them around the web.  A visitor may then see it on social media, other websites or as an ad on a game, meaning they’ll see that item they considered purchasing multiple times. Once they’ve seen the ad enough times and click on it, it takes them straight back to the page where they can complete the action you want, i.e., making a purchase.

How does Retargeting work?

Retargeting is an excellent method to increase customer retention. There are two main types – list-based and pixel-based which is the most common type.  When a visitor comes to your website, a piece of JavaScript, referred to as a pixel, is placed on their browser (also known as a cookie).  When they leave your site, that cookie notifies retargeting platforms to show specific ads based on the specific pages they visited.

List-based retargeting is less common but does what its name suggests.  A list of email addresses is uploaded to a retargeting campaign (on social media sites), which will identify users on that platform and send retargeting ads just to them.  This type of retargeting is much more specific because you choose who’s on each list and it’s not solely based on actions like visiting a page. It can also be highly effective, but you must know your target market well and hook them in with a strategically strong message.

Choosing a Retargeting Platform To Get More Customers

You can choose social media (list) or web targeting which includes the likes of Facebook, Twitter, LinkedIn, Google AdWords, or third-party sites such as AdRoll, Retargeter, Rubicon Project, Perfect Audience and ActionX.  Social media platforms and Google AdWords have the capacity to target leads based on emails that you collect as a business and during the normal course of the day.  You can also create a list from leads sourced through marketing and opt-in leads, which are giving you direct permission to market to them via email.

You should check the analytics of your website when undertaking web retargeting. Knowing the general patterns of visitors on your site will enable you to create the most effective ads to follow them around.

Use retargeting to turn leads into customers.  Remember, retargeting acts as a digital reminder to potential clients who are exposed to thousands of brands every day – keeping you front and centre of their purchasing decisions.

If you want more information on how you can grow your business and get more customers, speak to a member of our team today.


Author Anna

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