While browsing on the internet, have you ever felt that someone’s following your digital footprints? Maybe you don’t know what it is or how it happens, but you would have noticed that after you have visited a particular website or a landing page, their brand presence follows you all over the internet in the forms of advertisements. This is nothing but a popular online marketing tactic called as Content Retargeting or Retargeting Advertisements.
Content retargeting works by placing a special code known as “cookies” into the user browser. When a user visits your website, a cookie is dropped into the user’s browser. Content retargeting companies like AdRoll, Retargeter, and Chango use the cookie ids to follow the user around the web and recapture their attention by displaying ads tailored to their level of interest in your offerings. Though this may sound a little creepy or as an encroachment into one’s privacy, the fact is- cookies only track user’s internet behaviour and does not collect any personal information.
Boosts Brand Recall
Ad retargeting is an effective way to increase your brand recall value on the internet. By rerunning your brand advertisement to an audience who have either visited your website or have shown some degree of interest in your services, increases the chances of brand recognition and stimulates the user to visit your website for more information. This works on the proven psychological principle that increased exposure to a solution creates a preference and boost recall rates. Even if the visitor is not currently planning to make a purchase, retargeted ads ensure that your brand will remain on top of the customer mind through increased exposure.
Increases Conversion Rate
Studies show that only 2% of the online shoppers purchase from a website they are visiting for the first time. In effect, it means- 98% of visitors needs to be reinstated with some kind of reminders in order to bring them back to your site and make them perform the desired action, be it signing up, subscribing to a service or making a purchase. This is where content retargeting helps in increasing visitor conversion rate. Retargeting ads track the visitor using cookies and display your brand ads as they browse through the internet. It also allows marketers to set ad frequency cap, in order to prevent users from being overwhelmed with the same ad.
What makes content retargeting a powerful and cost-effective tool is that it reaches to the right target audience, without wastage of ad impressions on people who are irrelevant to your campaign. Retargeting allows display of targeted messages based on the visitor behaviour on your website. For example, you could set a campaign for people who visit specific pages on your website, like your products or service page. Segmenting and defining the exact target audience allow marketers to display tailored messages that match to that specific audience group, thereby ensuring higher ROI.