The Importance of Retargeting

Are you aware that only 2% of web visitors convert to a sale or other action on the first visit?

Did you also know that users that are retargeted are 70% more likely to convert?

Retargeting (or remarketing) is a common branding and conversion optimization tool for businesses. Remarketing shows ads to people who have visited your website. When people leave your website without buying anything, for example, remarketing helps you connect with them by showing them relevant ads as they browse the web, or as they use Facebook. Done correctly, a remarketing campaign can increase ROI while lowering the cost of customer acquisition. However, a poorly executed retargeting campaign can be a waste of money if not done right.


1.     Target people when they are most likely to buy

Remarketing provides well placed and properly timed ads to drive your customers to your website when they are most engaged.

2.     Create retargeting ad campaigns with a specific goal in mind

Whether you are trying to boost sales, build brand awareness, or even increase newsletter signups; it is important to have a specific goal in mind when starting a retargeting ad campaign. Your goal will determine the copy within the ad and where to place it.

3.     Retargeting works best in combination with other digital marketing tools

To fully optimize your retargeting ad campaign, you need strategies for demand generation in place as well. Original content on your website and use of Google AdWords helps drive visitors to the website, but cannot help conversion optimization. Conversely, retargeting leads to more conversions, but does not drive visitors to the website. The best digital campaigns have a mix of both.

4.     Segment your website to more accurately retarget customers

Segmenting customers is the best way to optimize your retargeting campaign by reaching targeted users your business is seeking. For example, recent car-buyers should not be grouped with prospective car-buyers. Sending a sales ad would be redundant. Another example would be creating a “shopping cart abandoners” list that shows ads to the people who add something to their shopping cart but didn't complete a transaction, and then targeting those people with a specific ad. Professional remarketing management, done right, assures that your company is segmenting your customers to effectively retarget customers.

If you are ready to take on new customers, clients or patients from retargeting, let BrownRice Marketing help you take your digital marketing to the next level! Let our team drive targeted traffic to your website and help you make the best decisions for your digital advertising budget.