What is retargeting?
Retargeting, (aka remarketing) is a marketing strategy than can keep your business in front of people who have visited your website, social media page, or any online webpage that you have control over. Retargeting keeps you in front of the 98%+ of web visitors that didn't convert the first time they visited your site.
How does it work?
Quite simply- thanks to cookies.
Not these kind.
You place a code that is baked up especially for you, called a cookie (or sometimes, a pixel). These cookies help people get ads that are relevant to them. You can imagine that if you're a womens' clothing company, advertising to men may not be the best way to spend your money. The best part? These are totally anonymous- you never know a persons name or personal info.
Someone visits your site, leaves without checking out, and then sees your ad on facebook so they can finally convert. All by using cookies to stay in front of them.
The good, the bad, the ugly
Retargeting allows you to close potential customers that already showed interest in your business, but didn't buy. This way you're in front of them while they overcome their own objections- maybe a recent bill left them wondering if they could afford it- or they wanted to research your business before they buy.
While retargeting is great at serving ads to people on social media and other sites, it doesn't usually drive traffic to your site.
Some people believe that cookies are an invasion of privacy. In reality, these codes only record light browsing activity- and they never record names, usernames, or passwords.
Is a pixel right for me?
If you have an online business, YES!