Five minutes on: RETARGETING

Client Login Five minutes on: RETARGETING Retargeting is a form of online advertising that can help you keep your brand in front of bounced traffic after they leave your website. Your favourite football team has launched a new shirt. You look at it online but decide you need to wait until payday before your buy it. The next day you are online and you see the shirt appear in an ad. Coincidence? No. This is a retargeting ad. Where retargeting ads differs from regular online ads is that they only target users that have already visited the website in question – warm leads, people who you would expect to have an interest in the organisation. How does it work? A retargeting pixel is placed on your site (whole site or certain sections) and as a user visits these pages they are cookied and added to what is called an “audience.” As this audience visits other websites in the display networks you are running retargeting ads on, they are shown your ads to encourage them to come back to your site. This happens for as long as you wish and are willing to pay. The ideal scenario is that your visitor sees your ads, remembers that he had been looking at something on your site, returns and completes his transaction. What happens if someone coverts? If a person in your audience converts then a “burn pixel” will fire, which takes them out of the audience. You can also choose to continue retargeting these people by adding different pixels to show them a new set of ads, but that’s for another...