Many businesses are unsure about the use of retargeting as a form of online advertising and whether it is a successful way of attracting clients. Bizrate Insights have found that only 15% of online consumers dislike retargeting adverts meaning that most consumers feel neutral or positive about them, while a further 25% said they like to be reminded of what they have been looking at.

The internet and all of its distractions means that consumers jump from page to page and can easily forget something which they may have wanted to look into further. With the use of retargeting, which works by leaving a cookie on the last webpage the user looked at, businesses can remind potential customers of their product, tell them something new or offer them a tailored deal.

Not just the reserve of eCommerce sites

Retargeting is an easy, cost effective way of reaching people who have already shown an interest in your service so show tailored adverts to visitors according to the pages they have visited but be realistic too and know it’s not always 100% accurate. There will be times when you get it wrong as you are making assumptions about users based on the content they viewed, but for every one you get wrong, you’ll hopefully be getting 99 right and the results should outweigh any concerns you may have over accuracy.

Retargeting can also prove beneficial if you are launching a new product or brand alongside an existing one. Leverage the visitors you have to your established brand site and target visitors with adverts for both. It will give your new brand a head start as it begins to build its own audience and ultimately starts retargeting successfully in its own right. So, when done correctly, this type of marketing activity can lead not only to increased awareness of your brand or product, but crucially to those all important sales conversions you need to help your business grow.

Top Tips if you’re thinking of starting to retarget

If reading this has made you want to give retargeting a go, here are some tips to get started:

1. Plan your audiences. Look at your site and based on the content, develop segmented audiences. If there’s no obvious split, do a generic advert to start with which all users will see.

2. Reflect your brand. Your ads must tie in with you branding and website; only then will the ‘reminder factor’ kick in.

3. Test, test, test. A tweak here and there goes a long way. If an ad is working well or not, keep testing variations to improve performance.

4. Remember to schedule ads to keep your visitors happy. There’s nothing worse than seeing the same advert over and over again everywhere you go online. Ensure you change the adverts around and keep a schedule in order to maintain their impact.

5. Use tailored offers. The strongest call to action is usually a special offer. Promoting your offers via retargeting means that only your warm prospects will see them.


By Sally Rowland, Head of Digital Marketing at Moneypenny and Penelope.

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