Retargeting

Retargeting is a strategy used that involves trying to attract people who have already visited a company’s site. A majority of visitors who come to a business’s website do not convert on their first visit. When someone visits a website, a cookie gets attached to the visitor’s computer. The cookie is used to record the visitor’s browsing on that website. Based on the user’s interests, personalized and targeted ads can be strategically placed in an attempt to attract the user back to the company’s site.

Why does TrackMaven think that Retargeting is important?

If a visitor leaves a company’s site, a cookie will monitor the visitor’s browsing on other websites so that the advertiser can learn about the visitor’s browsing interests. An ad can then be customized based on browsing history. Then those ads can be strategically placed on websites that the visitor likes to browse. It is called retargeting because a website failed to convert a visitor the first time and has to be retargeted. Thus, the company adjusts its advertising strategy to increase its chance of success. There are a few tools out there that can assist a company in their retargeting efforts, such as Retargeter and AdRoll.