Website Retargeting: What It Is, How It Works, and Why You Need It

Website Retargeting is technology that works to identify individual web users so that you can repeatedly show them your content when they later browse the web. These individuals are key prospects for your company because they have already demonstrated interest in your product/brand by visiting your website the first time. More than any other online technique, retargeting respects the natural duration of the conversion from initial awareness to final sale. Standard customers, on average, require seven points of exposure to ignite their interest. Note that since this number is merely an average, it is wise to check data in Google Analytics as to the average number of touchpoints for your consumers specifically and adjust your strategy accordingly.

If that wasn’t convincing enough, retargeted prospects are 75% more likely to buy than those who visit your website once and then leave, making website retargeting a tool that every organization should be utilizing.

How Basic Retargeting Works

  • Step 1: Prospects visit your website
  • Step 2: Prospects receive a retargeting cookie
  • Step 3: Your retargeting ads follow the prospect around the website
  • Step 4: Prospects see your ads and are influenced to click again or search for your site organically

Choosing A Retargeting Platform

There are two ways that you can implement website retargeting:

  1. Third Party Platform
    • There are a lot of third-party platforms that you can purchase the capability to perform website retargeting through, such as AdRoll, Criteo, and Retargeter.
  2. Social Media
    • Facebook, Twitter, and LinkedIn all offer the capability to place a pixel on your website to capture prospect visitors. Doing it through one of these ad vendors will allow you to retarget your website visitors on these platforms, specifically when they use their social media accounts.

Phase II: Audience Segmentation

After you have run your retargeting campaign for a little while, you can build out your strategy even further to segment your audience based on their interests. Based on the behavior of the website visitor, you can decide which specific ads, and therefore ad content, you want to been shown to the prospect again.