Often referred to as remarketing, retargeting is a common digital marketing practice. When your website visitors are active on other websites other than your own, you want to remind them of your page. Display retargeting is a strategy that will help you regain previous users that left your site without purchasing anything.
Everyone has experienced some form of retargeting while shopping online. For example, say you are looking for sneakers on Nike’s website. You make your way over to a different brand’s website and you notice Nike sneaker ads somewhere on the page. That is retargeting.
Now in this example, those Nike advertisements that you are seeing while scrolling through other websites are known as display ads. They are acting as a reminder for you to revisit the original site that you were shopping on. That is display retargeting. In this blog post, we are going to talk more about this marketing strategy and why you should implement it for your own business.
Is Display Retargeting Effective?
Display retargeting is one of the most effective marketing strategies you can use. When someone visits your site, they are giving you a signal that they are a potential customer. And potential customers will leave your site for multiple different reasons that you can’t pinpoint all of the time. Maybe they got distracted, they might have had to close their computer quickly and go somewhere, or maybe they saw a notification and had to click on it right away. Whatever the reason may be, you always want to remind them to come back.
One thing about display retargeting is that customers don’t even think about it. By that we mean that they see it, and it reminds them to go back to your website, but it is not something that is really in their face. Display ads are discrete, and typically somewhere on the side of a page when you are scrolling through. This is a good tactic because your customers will not easily become annoyed with these advertisements from your brand.
How Does Display Retargeting Work?
Retargeting is a cookie-based technology. Internet cookies are text files that contain small pieces of data like a username and password. Those pieces of data are used to identify your computer as you used a network. So, every time that a new user visits your website, a small piece of code drops a browser cookie. Then, when that visitor is scrolling through the web, the cookie will inform your retargeting provider that it is time to serve display ads to that user.
Behind the scenes, retargeting can seem complicated. But, retargeting is a simple marketing strategy idea that works well to regain customers.
Retargeting is a great strategy to implement in your business. Continue to remind your users of your brand. Remember that a customer could leave your site without purchasing anything for multiple reasons that are unknown to you.
We hope to have helped you further understand what retargeting is, how it works, and what it could do for your business.
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