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Retargeting: The Most Essential Component Of Your Digital Marketing Strategy

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If you’re a company selling products online or promoting yourself online, you need to be running retargeting ads. If not, you’re reaching only a small fraction of your revenue potential.

Retargeting ads remain the most powerful, cost-effective, and proven marketing strategy there is.

Let’s take a look at this strategy and learn how it works.

What Is “Retargeting”?

Retargeting is when you use digital marketing to advertise more to people who have already expressed interest in your product.

Nowadays, almost nobody purchases something without doing further product research. When a potential customer visits your website, there is a slim chance that they’ll buy something at that moment.

And let’s be honest – that’s the smart thing to do, and probably how you shop as well.

You browse multiple websites, look at reviews, compare products, etc.

Days, weeks, or even months later, you finally make a decision and make the purchase.

It’s the same for most shoppers. When they arrive on your website, they’re most likely not ready to purchase right then.

Therefore, you need to make sure you’re repeatedly in front of your customer during their research/comparison phase. Retargeting ads are the best way to do this.

How Does It Work?

There are a few different ways to set up retargeting, but let’s go over the simplest example:

You go to Bed Bath and Beyond’s website to browse towels.

Over the next few days, you start to see tons of ads from Bed Bath and Beyond about towels… almost like they read your mind!

Well, they didn’t actually read your mind. They have a piece of code on their website that captures non-harmful basic visitor info – for example, which products your browsed, how long you browsed the website, which products you viewed in which order, etc.

This is  the art of retargeting.

Bed Bath and Beyond knows there is no better time to show someone a product than RIGHT when they’re looking for it! You visited their site looking at towels, their code captured your info, and now they can show you ads across social media and Google about towels.

Core Benefits Of Retargeting

The primary benefit of retargeting ads is that you’re showing ads to people who you know have interest. They’ve visited your website specifically looking for your type of product, and now is the perfect time to try to sell them.

Additionally, retargeting ads typically cost much less than ads designed to capture initial/fresh customers. This is why they remain so cost-effective.

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