Retargeting is a marketing strategy that allows you to put your marketing message in front of someone who visited your website and showed an initial interest, but chose not to convert. Retargeting is typically done through display advertising across websites, or it can also be done through social media. The hope is that you will gain the attention of those lost leads, who will recognize your brand in the new ads they are being served across platforms. The ads should work to reignite a curiosity for your products and services and lead them back to your website for, hopefully, purchase and conversion.

 

Aside from generating new sales, retargeting also serves the purpose of growing brand awareness. Whether your brand is far reaching or niche, it is important to make a name for yourself with your target audiences. Retargeted ads are a cost-effective way to do this and ensure your messages are getting in front of the right people – your potential customers who have shown an interest by visiting your website.

 

Early in the life of retargeting strategies, many consumers found them to be “creepy” – it felt like someone was watching their website browsing habits and then showing them personally selected ads. But today, retargeting has become a common marketing practice and one that draws much less ire than it once did. With new privacy regulations in recent years, such as GDPR and CCPA, there was some question about whether or not retargeting could continue as a general marketing practice. We’re happy to say, that retargeting is perfectly fine and compliant with these two regulations as long as your website’s privacy policy notes how you collect and use visitor data, including the use of cookies.

 

If you’re tired of losing leads on your website, it might be time to consider the benefits of retargeting. At B2E, we can assist you in building a retargeting strategy that will work for your business. Contact us today!