Jun 17, 2015 | 2 minute read 
Have you ever noticed how products you search for on the web continually show up as ads on other websites? It can be a little spooky to see your search for a Garmin fitness watch suddenly show up on Facebook or other sites. While it may feel like big brother is watching, it’s simply a useful marketing tool call retargeting.
Retargeting uses a tracking code (commonly known as cookies) to store data about your recent searches and online shopping habits. This tool is an effective way to capture business from shoppers who have left your site without purchasing or those who abandoned their shopping cart before completing the purchasing process.
Starting with a retargeting campaign can seem challenging. There are many companies out there who can help you get started with retargeting. If you want to give it a try yourself, keep these tips in mind.
- Ads should include a clear and prominent call to action.
- Ad creative should look and feel like your website to avoid consumer confusion.
- Ad creatives should be flexible enough to accommodate multiple ad sizes as many sites run different size ads.
- Version ads for still and animation to open up your message to more websites.
- Test creatives to see which have the best response from consumers.
- Ad frequency and duration can affect results so pay attention to variations and how they affect your conversion rates.
- Examine performance metrics to find patterns in clicks and conversions.
Retargeting can be used to upsell existing clients. Many products have accessories or complementary items that can be advertised to consumers who made a recent purchase. Looking to move seasonal products? Retargeting is an easy way to remind customers who have shopped with you in the past that you have products they enjoyed. When consumers fail to complete their shopping cart purchase, retargeting can be used to advertise incentives to close the sale.
You can use retargeting to increase traffic and drive sales. Combining retargeting with search engine optimization and social media is especially effective.
