Retargeting is a form of online advertising that can help keep your business relevant to consumers who have visited your website. The sole purpose of your website should be to convert visitors in paying customers. If your website only converts 10 out of 100 site visitors into paying customers, retargeting helps your business reach the 90 out of 100 site visitors after they leave your website.
Retargeting focuses your advertising budget directly to those you want to target. You want the previously exposed audience to show an interest in what you have to offer.
From a marketer’s perspective, this is a great method of capturing a “lost sale”. After the consumer leaves your site without making a purchase, retargeting encourages them to come back to your website by displaying your promotions on websites they do visit. Advertisements include sale announcements, product launches or even freebies. This allows you to subtly hint to the customer that you’re very happy to assist them with their need.
Yes, this is a powerful tool to implement to increase sales, but it works best if it is part of your general marketing strategy. It goes without saying that retargeting increases exposure, but cannot directly contribute to lead generation and driving traffic to your website.
Always be aware of the fine line between remarketing ads as a friendly reminder or becoming a nuisance to your audience. Building a two-way relationship between your brand and the customer involves being there when necessary, but not over-stepping the customer’s expectation of privacy.