Retargeting marketing is an inexpensive web advertising practice. The main purpose of retargeting is to entice past visitors who did not “proceed to checkout” back to your website to complete the sale or conversion (contact you, sign up for your newsletter…).
Simply put, retargeting displays image ads from an advertiser (your company) to a consumer’s screen after their visit to your website. You’ve probably noticed ads for products and services you were shopping for on other websites earlier. Retargeting is a cost-effective way to close deals with potential customers who, for various reasons, did not fulfill the website’s goal during their previous visit.
Retargeting ads are a powerful branding and conversion optimization tool, but it works when it is part of a larger digital marketing strategy.
Retargeting works best in conjunction with inbound and outbound marketing or demand generation. Strategies involving search engine optimization, content marketing, AdWords, and targeted display are great for driving traffic, but they don’t help with conversion optimization. Conversely, retargeting can help increase conversions, but it can’t drive people to your site the way search engine optimization and website optimization can. Your best chance of success is using one or more tools to drive traffic and retargeting to get the most out of that traffic.
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