Four States Small Business Blog

Retargeting: Why This Digital Advertising Tactic Works

Posted by Mark Zimmer on February 18, 2019 at 8:00 AM
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retargeting for local business Did you know that only 2% of website traffic converts on the first visit? Retargeting can effectively help local businesses re-engage potential customers that visited their website but did not take action. And… it works. Retargeting can result in a 147% increase in average conversion rates when properly integrated. Additionally, retargeting has been found to increase branded search results by at least 500%.

First things first – you may have heard this term in conversations about digital marketing, but do you really know what retargeting is? Simply put, retargeting is online advertising that helps to keep your brand in front of people who have visited your site, reaching 98% of those users who didn’t convert the first time. There are a number of ways you can retarget potential customers, such as by keyword, email, social media, online behavior and events.

How Does Retargeting Work?

It starts with a JavaScript tag on your website, which creates a list of people who have visited. Retargeting serves ads to them while they’re online, reminding them of their interest and giving them a second chance to complete an action - like purchasing a product or signing up for a newsletter.

Retargeting should be part of a larger digital marketing strategy that first drives people to your site to fully engage and capture those who are interested in certain products. For example, maybe someone added an item to their online shopping cart, but didn’t complete the purchase. With retargeting, you can serve that person an ad that displays the product and encourages them to revisit your website to buy the item. This boosts your frequency and drives conversions.

Why is Retargeting Effective?

Retargeting works because it allows you to focus on people who have seen and engaged with your brand – the people that have already shown interest. Even if someone was “window shopping,” or may not have been ready to make an initial purchase, seeing a retargeting ad can send them back to your website to fulfill the desired action. Marketing to people who have already expressed interest in your product or service can also lead to a higher return on investment (ROI).

How Zimmer Can Help

It can be difficult understanding how everything works and how to implement these ads into your overall strategy. That’s where Zimmer comes in. Our retargeting solution is just one part of our digital suite of services that can help your business stay engaged with people who have visited your website, reminding them of what they were initially interested in. The product keeps your brand front and center to improve conversions and increase ROI by:

  • Segmenting your audience to serve different ads based on the web pages they visited

  • Analyzing “cookie” data to inform servers of the websites you’ve purchased ads on to display them

  • Maximizing your ad spend by only paying for the impressions that are served

  • Using frequency caps and conversion tags to optimize campaigns and maximize impressions

Local businesses can use retargeting campaigns to maximize their marketing dollars while gaining traction among the potential customers that have visited their site and shown interest. These types of ads add value and are effective in getting the results you need to boost the bottom line.


Topics: Marketing Strategy, Digital Marketing

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