HOW DOES RETARGETING WORK?

Retargeting is a cookie-based technology that uses a simple Javascript code to anonymously ‘follow’ your audience all over the Web.

Here’s how it works: you place a small, unobtrusive piece of code on your website (this code is sometimes referred to as a pixel). The code, or pixel, is unnoticeable to your site visitors and won’t affect your site’s performance. Every time a new visitor comes to your site, the code drops an anonymous browser cookie. Later, when your “cookied” visitors browse the Web, the cookie will let your retargeting provider, us, know when to serve ads, ensuring that your ads are served to only to people who have previously visited your site.

For example: you search for a “fifth wheel toy hauler” on a search engine (Google, Bing etc.), and your website is offered as a choice to a potential customer. They click on your listing and visit your website. The code we put into your website drops into your potential customers web browser. The next time they go inline an search a similar product of another competitor website, your advertisement is presented as a reminder of your dealership.

Retargeting is so effective because it focuses your advertising spend on people who are already familiar with your brand and have recently demonstrated interest.

WHEN DOES RETARGETING WORK?

Retargeting is a powerful branding tool and helps convert those visitors into opportunities for your business. Retargeting works best if it’s part of a larger digital strategy. Retargeting can help increase conversions, but it can’t drive people to your site. Your best chance of success is using one or more tools to drive traffic and retargeting to get the most out of that traffic. Those additional strategies involve content marketing, AdWords, and targeted display are great for driving traffic, but they don’t help with conversion optimization.