Retargeting as a marketing strategy
For most websites, only 2% of web traffic converts on the first visit. Retargeting is a tool designed to help companies reach the 98% of users who don’t convert right away.
In this form of marketing you target users who have previously visited your website with banner ads on display networks across the web. You can only target those visitors who have already experienced your brand.
It’s effective because it focuses your future ad spending on people who have already demonstrated interest in what you have to offer. That’s why brands using retargeting have higher ROI than others.
You can do retargeting by setting pixels either on certain sections of your site or on the entire site. As visitors visit the pages where the pixels are, they are added to the targeted audience. Then, they will receive customized advertisements as they surf around the internet.
These advertisements bring your brand back, often generating the highest click through and conversion rates. You can easily recapture the lost visitors and advertise them at a later stage.
That’s why some major players like Google AdWords and Sitescout provide media buyers with the pixels that they can place on any landing page. So, this allows you to create a custom audience and send them relevant advertisement at a future date.
[ctt template=”4″ link=”J6ZeE” via=”no” ]Retargeting is a great way of re-engaging your old visitors. It creates traffic which can convert your visitors to customers.[/ctt]
Programmatic site retargeting
This is the new way to reduce media waste and increase ROI. Therefore, advertisement agencies target programmatic media buying processes which provide the customer with cost effective and time-efficient online display advertising.
In consequence, many brands today use this strategy to increase their sales of products and services. By dropping a retargeting cookie on the visitor’s computer, media buyers can run their banners in the future, which entices them to come back to your site and make purchases.
The audience receive some cookies, and as they visit other sites, they will receive related ads in the display area. The size of the audience generated greatly affects the success of the retargeting campaign.
Furthermore, this type of campaigns helps the businesses have web presence to convert web traffic into paying customers. This can be very beneficial for the organization that promotes their brands online and wants to earn a profit.
As a conclusion, retargeting reaches and optimizes all the relevant media sources and helps in achieving higher ROI to media buyers.
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