The Internet has gifted us the ability to find information at the touch of a button; a magnificent and truly life saving ability it is, but by and large, our attention spans are collectively shrinking as a result. However, we are a resilient species and we adapt; in this case, that adaptation came in the form of retargeting. Retargeting is essentially what will recapture your potential customer’s attention after they leave your website for just long enough to transform them into a paying customer.

 

 

What is it?

 

But to understand why retargeting is worth investing in, first you probably ought to know what is it. In a nutshell, retargeting is a type of advertising in which the ads are directed specifically at people who have visited your website. There are a few ways you can go about this, but the most common are list-based and pixel-based.

 

Pixel-based retargeting works so that once someone has visited your website, they are basically digitally tagged. Once they visit your site, your retargeting provider uses an anonymous browser cookie (the less exciting of the two meanings of “cookie”) to then place corresponding ads in other web pages they visit. Essentially, just visiting your site will ensure that they view your ads in the future.

 

List-based retargeting, on the other hand, targets ads at people based on contact information you already have for them. To use this type of retargeting, you just upload a list of email addresses to a retargeting campaign, generally through a social media platform like Twitter or Facebook. From there, the platform identifies the users with those addresses and the retargeting ads are directed at those specific users, allowing you to choose specifically who views your ads.

 

Both methods have their pros and cons. With pixel based retargeting, the retargeted ad is entirely dependent on the user visiting your website in the first place (and also requires clunky software like JavaScript), and list-based retargeting excludes everyone on your list who has multiple email addresses and a different one for the social media account. That being said, retargeting is something you need to be taking advantage of if you want to get the most out of your ads.

 

 

Now you know what it is. Why should you care?

 

As mentioned earlier, our attention spans are generally short. Retargeting allows you to grab hold of that small bit of attention your potential customers gave you and run with it. With the pixel-based form, you are able to recapture their attention even after they leave your site, taking advantage of that small time they spent with you and making the most of it. You are staying at the forefront of their minds instead of just being a passing thought, and isn’t that what every marketer and business owner wants? And not only that, you are making use of your valuable marketing budget. Instead of targeting ads at people who you think will be interested, you are targeting them at people who have already expressed interest. This way, you don’t waste time or money trying to reach people who don’t want to be reached. Long story short, retargeting is in your best interest as a business owner. Take advantage of it.

GTECH Designs is a Baltimore-based digital marketing agency that is committed to helping companies and business owners drive brand value through digital channels. We do this by uniting your brand with creative concepts and marketing. The result? Better ROI. Let’s start a conversation, we don’t bite:) Give us a call on 410-775-4011 or drop us a line at [email protected]. We are also social, connect with us via :

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