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.
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.