Digital Retargeting
What Is Digital Retargeting? (And How Does It Work?)
49 percent of people visit a website 2-4 times before making a purchase. How do you get those consumers to return? With a paid advertising strategy that includes digital retargeting, your business will stay fresh in consumers' minds as they research.
Did you know that 98% of your website visitors leave without taking an action, or that 49% of people will visit your site two to four times before ever making a purchase?
The path to making purchases can be quite complex for your customers. They often venture through multiple businesses and engage in thorough research across an array of platforms, including websites, social media, and Google listings. So, how do you entice those website visitors to make a return trip for that final nudge and encourage them to take action, such as making a call or completing a contact form? This is where digital retargeting comes into play.
Retargeting is a paid advertising strategy that enables you to showcase your ads to individuals who have previously visited your website but have since wandered off to other sites.
Let’s consider retargeting from a consumer's perspective. A couple of weeks ago, I was browsing for a pair of rain boots online, and I loved them so much that I shared the link with my best friend. A few days later, she texted me, saying she was seeing ads for rain boots everywhere she went online. They were following me around, too!
Here’s How Digital Retargeting Works:
You simply insert a snippet of code into your website's HTML, typically within the header or footer, allowing you to target advertisements to individuals who have previously visited your site. These users will encounter your retargeting ads as they browse other online platforms, including Facebook and YouTube. Did I find it unsettling that a pair of rain boots could trail me across the web? Not in the slightest. And I’m not alone in this sentiment; eighty-nine percent of users respond positively or neutrally to retargeting.
Thus, if potential customers explore your site without taking any action, retargeting becomes essential in bringing them back.
BroadProximity
Types of Retargeting Ads
Google calls digital retargeting “remarketing.” If you already have a Google Ads account, you'll need to set up retargeting, add the code to your website and create a remarketing list. You can set remarketing campaigns to display either in searches or on Google’s display network.
89%
Of users have either a positive or neutral reaction to retargeting
49%
Of consumers visit a website 2-4 times before making a purchase
70%
Site visitors who are retargeted with display ads are 70% more likely to convert
Why Should You Have a Digital Retargeting Strategy?
We Think Retargeting is Extremely Important
Given the often intricate journey to making a purchase, we implement retargeting strategies for every paid advertising client we serve. Regardless of the budget, we understand that retargeting is the most effective method to bring consumers back to your website and provide that subtle push towards a purchase, phone call, or other actions. But don’t just take our word for it; take a look at these statistics:
Conversion rates increase with more retargeting ad impressions, so people are more likely to convert with more retargeting ad views
One study found that retargeting ads led to a 1046 percent increase in branded search and a 726 percent lift in site visits
Site visitors who are retargeted with display ads are 70 percent more likely to convert on your site
Want to learn more about how online ads can help grow your business? Check out our
paid advertising page.
