Digital Marketing / Adwords Retargeting
If your search engine marketing (SEM) campaign does not contain a retargeting or remarketing strategy, then you are missing out on one of the best conversion tools available in internet marketing. Retargeting is a way of keeping your potential customers thinking about your products and brands, by following them around the internet.
One of the ways that the internet is fabulous for marketing is that it allows advertisers to use cookies to stay in contact with their potential customers. A cookie is a piece of code, sometimes called a pixel, that is used on your website. When visitors come to your website, they pick up this cookie. The cookie stays with them through their other internet browsing. There are various uses for cookies, but, for the purposes of retargeting, the cookie interacts with publishers who carry your advertisements and have been directed to show them to your potential customers, a group that will include those carrying your cookies and can even be limited to only those people carrying your cookies. This ensures that people who visited your website will be reintroduced to it.
Why is retargeting a useful strategy? Simply put, because of distraction. Only about 2% of click-through-users complete a transaction the first time. Internet customers are often involved in multiple activities while browsing, which means that leaving your website without completing a transaction does not mean that they do not want to complete a transaction. Retargeting is a way of reminding them about your website and nudging them to complete the transaction. Because they have already visited your site, you already know that the potential customer has an interest in your goods or services; retargeting is a way of reminding them why they should choose you as their provider. For an advertiser, remarketing can be less expensive than a traditional pay-per-click (PPC) campaign, while resulting in higher conversion rates.