What is Re-targeting?
Retargeting, also known as remarketing, is a form of online marketing that helps advertisers more effectively and efficiently convert website visitors into prospects and leads.
For example, when potential customer visits a website and then leaves the viewed page (bounces) without taking a desired action, using retargeting an advertiser can re-engage visitors through targeted messaging – relevant and specific to the last action or behavior a visitor has expressed.
Retargeting is designed to re-engage prospects who have expressed an interest, but who have not converted on a desired action set by the advertiser. Generally, retargeting is significantly more effective than traditional display advertising.
How does it work?
Retargeting typically works by placing a simple tracking code (pixel/tag) on your website or on a specific page that an advertiser would like to reengage visitors from. Once a retargeting pixel/tag is in place, it begins tracking and identifying people who visit your website or page, segmenting them based on their behavior and/or preferences, and then displaying remarketing ads to them as they visit other websites across the Internet.
A simple outline to follow:
• Implement pixel/tag on your website (or on a specific landing page)
• Begin tracking users through analytics
• Identify visitor attributes, such as demographics, psychographics, etc.
• Segment visitors based on web behavior, last website visit, preferences, etc.
• Re-engage visitors by displaying relevant ads that compel visitors to return to a website and/or landing page(s)
o The more context delivered in the remarketing ad, the higher the conversion rate
Getting started
Essentials
• TOFU Traffic: Top-of-funnel traffic to fill your re-targeting pipeline. You must have traffic to re-target to. Without traffic to your primary website, an advertiser may not have sufficient visitors to remarket to via retargeting programs. It is possible to can generate TOFU traffic through a variety of paid and organic channels including SEO, paid search, social media, YouTube, display ads, etc.
• Tagged Pages: Website or specific pages must be tagged with retargeting code in order to identify and segment traffic.
• Creative Ads: Retargeting display banner ads must be created in order to attract and incentivize visitors to click through to view and consume your content. The ads will be placed in the retargeting network and displayed to your visitors.
• Retargeting Provider: Advertisers can tap into a variety of retargeting networks including Facebook, Google, Adroll, Linkedin, etc. A retargeting provider will serve ads to your visitors across their network. Any visitor that visits your website, will then be shown display ads to reengage to re-visit your website.
KPIs and analytics
• CTR
• CR
• Cost per acquisition
• CPM
• CPC
• ROI
Definitions
• Pixel/Tag
• Re-targeting Cookie
• TOFU
• CTA
• Landing page
• Segmentation
• Nurture Campaign
Popular Solutions
• Adroll
• Google Retargeting
• Facebook
Recommended Solutions
• Linkedin
• Chango
• Retargeter
• Triggit
• Perfect Audience
Guru Spotlight
• Adam Burke at Adroll