It’s on the side of your Facebook page, floating on top of the news article you’re reading, and you might have even received an email reminding you about your desire to purchase them. So what’s going on here? How is that pair of shoes tracking your every move? It’s called retargeting.
(Above: Zappos retargeting ads on an article based website)
(Above: Zappos retargeting ads on Facebook)
There are a few different types of retargeting used by marketers to increase their brand awareness online and attempt to convince a potential customer to convert into an actual customer.
(Above: A retargeting email from DSW)
Retargeting is great not only for increasing your brand awareness by continually getting your business in front of the eyes of potential consumers, but it is also effective in that it targets those who already have some interest in what you’re offering.
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With the average website conversion rate being just 2 percent, it’s important to find ways to encourage visitors to come back and make a purchase on your site. And according to CMO.com and reviews website, Software Advice, retargeting can boost ad response up to 400 percent and website visitors who are retargeted with display ads are 70 percent more likely to convert on your website, making it a pretty effective way to convert a visitor into a customer.