You visit a website. You leave without buying anything. You go to Facebook, and there’s an ad for the thing you just passed on purchasing.
Then, you see ads for this product on other websites as well. After seeing the ad for the product you passed on for the eighth time, you revisit the website, buy the product and the ads magically stop appearing.
That’s a retargeting ad, and they work. Just think about it: The majority of your website traffic won’t convert on the first visit. Retargeting enables businesses to attract visitors back in a cost-effective way.
Facebook Pixel Retargeting
Google Display Retargeting
Remarking Lists For Search Ads (RLSA)
Facebook Custom Audiences
Retargeting is a powerful branding and conversion optimization tool, but it works best if it’s part of a larger digital strategy.
Retargeting works best in conjunction with inbound and outbound marketing or demand generation. Strategies involving content marketing, AdWords, and targeted display are great for driving traffic, but they don’t help with conversion optimization. Conversely, retargeting can help increase conversions, but it can’t drive people to your site. Your best chance of success is using one or more tools to drive traffic and retargeting to get the most out of that traffic.