How To Make Sense Of The Retargeting Landscape

Research has shown that 96% of website visitors are not ready to buy, and that only 2% (on average) convert on the first visit. They land on your site, click around (hopefully), see something they like—and then something draws them away. Opportunity lost? Maybe not.

Retargeting, or remarketing, is an online marketing strategy that keeps your brand in front of users who have bounced out of your site. By placing a tracking pixel on your website, you can follow them when they leave and place an ad on another, unrelated website, just to


remind them of how awesome your products or services are—and persuade them to come back over.

Users leave websites for all sorts of reasons: a toddler came screaming into the room, their boss walked up to their desk, the waiter brought Belgium Phone Number dinner, etc. It doesn’t always mean they changed their mind about you, so sending some strategic reminders at a more convenient time can be a powerful marketing weapon. In fact, 90% of marketers say retargeted ads perform as well or better than search, email, or display advertising, according to AdRoll’s State of the Industry 2016 report.

When visitors bounce from your site, retargeting is a way to keep in touch, and keep your company’s product or service top-of-mind to get them back. But retargeting can be tricky. There’s a fine line between effective retargeting and internet stalking, and you certainly don’t want to wear out your welcome. The key to successful retargeting is to reach the right audience and engage them at the right time with the right message. Let’s take a look at how you can do this:

Retarget the Right Audience


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Segmenting your audience is the first step to a successful retargeting strategy. Your ideal customer should not be “anyone who visited the site this month.” Here are some specific audiences you should consider targeting with customized messages:

  • Cart abandoners: These are likely your hottest prospective customers. They loved your products so much that they put them in their cart, but then they left your site without purchasing. Maybe they changed their mind, but chances are good that they were just distracted with a work deadline or cat video.
  • First-time visitors: These people were interested enough in something you offer to visit your site. Figure out where they came from and where they landed, and you may be able to draw them back. For considered purchases, it may take a few visits for a visitor to be convinced.
  • Repeat customers: These people already know and love you. If they haven’t purchased in a while, they might just need a reminder.
  • Recent visitors: These may be recent visitors shopping around for the best deal or on a time crunch. Grab their attention before it’s too late.

Other opportunities—older visitors (less recent visitors), for example—are not a lost cause. Some audiences are easier or more time sensitive than others, but good timing and the right message can speak to any type of audience.

Find the Right Time to Retarget

No matter how well you know your audience, your retargeting efforts won’t succeed unless you capture their attention at the right time. Nailing down the timing of your retargeting effort will depend on the type of audience member you are targeting and the type of product you are offering. Here are timing options to consider:

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