What is Retargeting ?
Retargeting is an targeting technique used by advertisers which describes the process of recapturing visitor attention with the goal of driving sales. With this approach, ads are served to people who have already visited a client’s website, but haven’t followed through with a purchase. Platforms offering retargeting features keep track of visitors, and serve ads to them as they visit other sites.
Retargeting raises awareness of brands with the people who have already shown interest in them, and strives to follow the buyer behavior to reach the potential customers in the right moment in order to convert them to customers.
Consumers do a great deal of research online before making a purchase and for products with long purchasing cycles retargeting is a strategy to keep your brand or website top of mind with your target audience. Often when a user starts researching a product to buy they will visit a wide range of sites looking for information and prices on the product. At this time if you drop a cookie with some information on their interest you can target the user again later in the purchasing cycle.
Retargeting is done through placing “cookies” in the visitors’ browsers. Depending on the size of the retargeting vendor’s network, the cookie data will allow them to serve ads across the web on or particular sites that a potential customer visits.
Retargeting is considered to be among the best conversion tools, as it shows ads to people who’ve previously expressed interest. Best practices include visitor segmentation (according to what they looked at on your site, or their buyer behavior) and call-to-actions including special offers or discounts. Retargeting can also be used for people who are already in your contact lists (leads) to increase interest and improve CTR.
Reach users within the Acquisition or Purchasing Funnel with Retargeting
Gourmet Ads can either provide you a web beacon / segment or we can “piggy back” on your existing beacons. Your campaign would be run back in the Gourmet Ads traffic pool as well as our partners, giving access to billions of users. Our systems will start locating your retargeting cookies the moment they leave your site. So if a user has had a cookie dropped from your site, then visits a site within our network, they’ll see retargeting campaigns straight away.