What is retargeting?

Have you ever noticed the ads on websites you visit are often related to other websites you visited before? For example, I was looking for a flight to Cabo San Lucas last week and since that time, I keep seeing ads for flights from St. Catharines to Cabo San Lucas on Facebook and websites I go to. That is retargeting.

Retargeting is standard in virtually any media plan today because it allows you to focus your ad budget on an audience known to be interested in your company – people who visit your website! In advertising to this audience, you know you’re reaching the people who’ll be most responsive to your message. And as with any ad campaign, increasing the frequency of ad impressions served to your target audience dramatically impacts your return on investment (ROI).

Generally 2% of shoppers convert on the first visit to an online store. Retargeting brings back the other 98%. Retargeting works by keeping track of people who visit your site and displaying your retargeting ads to them as they visit other sites online.

How does it work?

Technically all that is necessary is to place a JavaScript tag in the footer of your website. This code creates a list of people that visit your site by placing anonymous retargeting “cookies” in their browser. This list allows us to display retargeting ads to your potential customers as they visit other sites or Facebook. Since we work with the largest ad exchanges, we can retarget your customers just about anywhere they might go online.