98% of your website visitors take zero action on their first visit: get them to come back by retargeting

Autopilot in Growth hacking on 7th of Dec 2018
What is ad retargeting

What is ad retargeting?

Retargeted visitors are nearly 70% more likely to make a purchase than those who are not retargeted. It’s no wonder companies are investing in retargeting ad strategies to get visitors back to their websites and improve conversion rates.

Have you ever visited a website then noticed a bunch of ads following you around all over the internet? Put simply: retargeting is an advertising method that displays ads to users who have previously visited your site while they are browsing other sites.

Unlike traditional banner ads which are intended to attract new traffic, retargeting ads are designed to re-target known website visitors or contacts in your marketing database (like leads or customers) with a personalized call to action.

Marketers use these ads to draw people who haven’t taken conversion actions back to their website, things like making a purchase, filling out a lead form, opting-in to a newsletter or signing up for a free trial are common conversion goals.

The data shows retargeting ads get a 10x higher clickthrough rate than regular display ads (Digiday) and can dramatically decrease customer acquisition costs. Why? Because visitors who’ve stopped by your website before are a highly targeted audience. They have already been exposed to your brand and are more likely to trust you.

Remember the marketing adage “Rule of 7”? It says that someone needs to be exposed to your marketing message at least seven times before taking action. Now the number seven is debatable, but the idea of effective frequency of messages holds true: Messages are more effective when repeated.

Not only is your audience more likely to remember a repeated message, they are more likely to believe it and understand it as the popular opinion.

Enter ad retargeting.

How does ad retargeting work?

Getting your website set up for retargeting is easy. Whichever tool you use for retargeting will provide a piece of Javascript to place on all pages of your website. When someone visits your site, this code drops a browser cookie that tells your advertiser to serve them relevant ads around the Internet (see examples here).

Sometimes your retargeting tool will provide a second script to place on the page following a successful conversion — for instance, a confirmation page that says, “Thanks for your order!” Other solutions will allow you to create conversion rules based on defined criteria like viewed at least three pages or visited a success page URL which contains “/thankyou”.

Find the best tools available to succeed with ad retargeting.

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