What is Ad Retargeting and How Does is Benefit Your Business?

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Find out the latest marketing trend that could bring you in more money.

It’s digital marketing’s newest buzz word: Retargeting. You’ll hear it mentioned in meetings about Google Analytics, put into plans for outreach strategies and brought up at marketing conferences. You’ve likely experienced retargeting yourself, clicking on a website once to read up on a product or service and then suddenly seeing advertisements for it across the internet. Since retargeting is still a relatively new initiative for marketing, we wanted to break down exactly what it is, how it works and mistakes to avoid when using it for your business.

What Exactly is Retargeting?

Retargeting is a Javascript code cookie that allows you to anonymously “follow” your customers throughout the internet and continue to advertise to them. To begin you place a small piece of code (also known as a pixel) on your website. That code won’t affect your site’s performance or how users interact with it. When new visitors get onto your website, the code adds an anonymous browser cookie that will retarget your business’s advertisements to them later across the web. This can cause more users to return to your site and complete a desired action, such as making a purchase or filling out a contact form.

What Makes Retargeting Work?

Retargeting is such a great tool for digital marketing because you’re using your budget to go after people who already know your brand. Only users who have previously visited your website will be advertised to, meaning you’ll never be wasting money on people who would never become customers. So if they read up on your products or services, add an item to cart or just lurk on your homepage, they’ll continue to see your business through ads that may bring them back to your website.

What Makes Retargeting Not Work?

Retargeting isn’t magic, which means that you’ll still have to put some effort into it. Since retargeting focuses on potential customers who have already visited your website, you have to work at getting visitors to your site initially. Using traditional digital marketing advenues — such as social media, SEO and frequent blogging — can accomplish this goal and retargeting will take care of the rest.

If you’re ready to start retargeting, reach out to us at Infomedia and we’ll get you all set up. For other marketing purposes, we’re happy to meet and strategize with you on everything from content calendars to capturing photos for Instagram.

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When Hayley isn’t knocking out website copy behind her laptop, she’s in the kitchen — a (non-snobby) foodie and committed vegan, she brings her passion for cooking into the office with pies and treats she’s made herself. Hayley polished her skills, both culinary and literary, at Cooking Light digital and MyRecipes.com, where she worked as a food writer before joining us here at Infomedia. She’s great at writing SEO-rich copy, drafting a catchy headline and utilizing digital tools to give her writing serious online impact. To unwind, Hayley likes watching horror movies, sweating the day away in hot yoga, traveling with her husband, Peter, and coming home to their two cats, Momo and Otto.


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