Nothing is more frustrating than realizing an almost-customer left your website with a full cart but no purchase. Before retargeting, you’d have to write it off as the worst type of page bounce. But now you can actively pursue the one who got away.
This strategy, also known as remarketing, allows businesses to target focused advertising messages to website visitors who leave their websites before converting. Marketers can track visitors to a website in its entirety or to specific areas of the website, such as a cart page or a struggling service section for retargeting.
How Retargeting Works
To start the process, a tracking pixel is placed on the targeted destination pages of the website. When a visitor arrives on the page, a cookie is associated with that user.
As the user navigates through other websites that have ad space purchased through Google’s Display Network (or other third party display networks), they are served display ads or text ads related to the abandoned website.
One of the top benefits of the process is that remarketing keeps your brand top-of-mind for consumers that are already interested.
If past visitors return to your website and convert after being retargeted, a “burn” pixel is applied, eliminating the visitor from the potential display ad audience. Your target audience is constantly shifting to ensure your strategy remains fresh and focused on those most likely to convert.
Retargeting companies like SteadyRain create strategic campaigns to remind past visitors to come back and convert, making remarketing a smart digital marketing investment.
So, what is Remarketing?
Google refers to its retargeting program as remarketing. Because the search engine giant controls a large percentage of the retargeting industry through its Google Adwords Display Network, the switch of terms tends to confuse marketers.
However both terms refer to the same process. As one of St. Louis’ top digital marketing agencies, SteadyRain is a Google Certified Partner, so whether you prefer to call it remarketing or retargeting, SteadyRain will develop a strategy perfect for your company.