Have you ever heard the phrase “out of sight, out of mind”? That’s what happens to your relationship with about 98% of your website’s visitors.
Your SEO efforts may bring people to your website, and they may even explore a bit, but not all of them will convert into leads, while the rest will leave without further engagement and possibly forget about your website completely—unless you try display retargeting.
If your digital marketing agency hasn’t advocated for retargeting ads, you’re missing a key component that can help your paid search and social campaigns work 10% to 25% harder.
Retargeting is a commonly used practice in digital advertising, and some even refer to it as remarketing. It basically involves you automatically placing your ads on websites other than your own.
Think of it from a customer’s perspective. You’ve probably explored an online store and left without purchasing anything. But sometimes, you must have seen ads for the same products you were looking at in other places on the internet—that’s retargeting.
The ads you see from the website earlier are called display ads, and the whole practice is known as display retargeting. It’s done to remind interested customers about the product.
The technical aspect of retargeting is fairly simple. A JavaScript code is incorporated into your website’s footer. The code anonymously follows your audience as they explore the web.
While the code is undetectable to users, it’s not unethical because it works through cookie-based technology. But it only activates when the visitors allow cookies in their browsers.
When your website gets a new visitor, a browser cookie is dropped by the JavaScript code, and then the retargeting provider helps display ads to the customers while they explore the web.
Display retargeting is very popular because it works. And why it works is also a straightforward concept. The fact is that the retargeted ads are shown to people who already know your brand and have shown interest in the product. And many times, people delay their online purchases for several reasons and later forget about them. Retargeting helps remind them.
This is especially useful for paid search campaigns where you’re often paying per click. Display retargeting will convince only those who are already invested in your product to click.
If you need to know more about how display retargeting works, get in touch with the digital marketing experts at OAK Interactive.
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