Have you ever felt like you are being “followed around” by the same banner ads that display on every website you go?

If you are not familiar with Retargeting, also known as Behavioral Retargeting or Remarketing, it is a display advertising strategy that will display ads to online and mobile visitors based on certain behaviors.

Site and Search Retargeting

There are multiple types of retargeting but in this post, I will focus on two types: Site retargeting and Search retargeting. I will also explain the difference as well as their use in an effective digital marketing campaign.

Site Retargeting

Site retargeting is the reason why you may be visiting a site looking for information about a product, and all of a sudden you’ll start seeing banners for that product on all the sites you visit, all over the web.

Search Retargeting

Another type of retargeting is called “Search Retargeting.” Search retargeting is the reason why you may type in a search query looking for something on a search engine, and then you’ll suddenly start seeing display ads for that specific something on many of the sites you visit.

Both of these retargeting types are made possible by tagging the online user with a pixel or a cookie based on their behavior such as the websites they have visited or the search queries they have conducted.

How do I use these two types of retargeting to drive more business?

Site retargeting helps you increase your conversion rates

Site retargeting lets you display ads to individuals who have visited your website and left without making a purchase or some type of conversion. Given that 98% of all website visitors typically leave without making a conversion – site retargeting lets you invest your marketing dollars on people who have already shown some degree of interest in what you have to offer.

Search retargeting works great for finding new customers

Search retargeting is typically used as a prospecting tool to find new customers who don’t know about you. It lets you display your ads to online and mobile users who have been searching for your specific service or product on Google, Bing and Yahoo! – but have not necessarily visited your website(s).

Both of these types of retargeting work well together. This is because search retargeting lets you proactively display your ads to people who may be interested in what you have to offer, and site retargeting lets you keep reminding them about you once if they have left your website without converting.

In future posts, I will cover other types of retargeting including Email retargeting, SEM/SEO retargeting, contextual retargeting and engagement retargeting.

Are you currently using retargeting in your marketing campaigns? If so, please let me know as a comment below and tell me how you are using it!

Not using retargeting yet and have questions about it, leave a comment or contact me privately.


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