5 Things You Should Know About Retargeting

It seems like everyone’s digital campaign includes retargeting now, but what is it?

Doing some online shopping but get interrupted or decide not to purchase?

A few days later you see an ad from the same site—and now there’s a promotion.

That’s retargeting at work.

Check out my top five things you need to know about retargeting below so you can be a digital media pro.

1. Its goal is to create conversions.

What’s a conversion anyway?

Simply put, a conversion is when your target audience does what you want them to do. For example, for an online retailer, the conversion happens when the customer makes a purchase. As marketers, conversions are what we strive for.

Retargeting’s role in conversions is to help catch those customers who never made that conversion. In the case of our online retailer, these might be customers who looked at a product like a pair of jeans, but closed out of their web browser before purchasing.

2. It all goes back to cookies.

Here’s how retargeting works:

First, you place a cookie on someone someone who visits your website. Then, when they’re surfing the Internet, the cookie tells the retargeting provider when to show your near-miss customer an ad. This takes your brand and places it front and center for the customers that might have otherwise been lost.

3. It relies on coding.

As mentioned above, retargeting relies on cookies. A cookie is a small piece of coding on your website that tags your customer. It’s unnoticeable to people who visit your website and it won’t affect performance. Consequently, retargeting is an easy strategy that you can implement to pack a big punch.

4. It targets an invested audience.

Retargeting is so effective because it targets consumers who are already invested in your brand. It’s not usually not meant to draw in new customers, but rather folks who care about your brand already and just need another push to make that conversion.

5. It's just one piece of a campaign.

Retargeting is a simple, powerful, and effective tool for your brand, but it’s just one tool in your digital marketing toolbox. Retargeting is most effective when you use it as part of your comprehensive campaign.