What is site retargeting?

Retargeting is a form of online advertising that can help you keep your brand in front of prospects or customers after they leave your website.

Did you know that 98% of visitors leave websites without converting?! That means that for every 100 visitors to your website, only two are likely to take a next step with you, whether that means making a purchase, completing a form, signing up for an event, or taking another concrete action. For most websites, only 2% of web traffic converts on the first visit. The rest of your visitors may spend a minute or two on your site and then leave, possibly without plans to return. Retargeting helps you reach the 98% of visitors to your website who did not initially convert.

How does it work?

Retargeting is a cookie-based technology that uses a Javascript code to anonymously ‘follow’ your audience all over the web.

When a person visits a site that is tagged for remarketing, a cookie, or pixel, is placed into that person’s browser. Visitors will then be served with relevant banners, text or video ads as they browse the internet. In other words: landing on a website once will, for most people, mean repeated touch points with your brand on a variety of other sites. If your messages are strong and your ads are compelling, they’ll come back to your site to finish what they started.

Here’s a visual of how retargeting works:

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