Agam Berry Explains Retargetting

Retargeting is a common phenomenon in the world of online advertising. While retargeting seems like a new concept, it has been around for years and has only evolved as new advertising technologies emerge. Ordinarily, when visitors go to an online store, only about 2 percent will convert. The other 98 percent are brought back by retargeting. It works by tracking visitors to the website and displaying relevant ads to them as they go to other places online. This advertising technique is very effective and, as Agam Berry elaborates, can make the difference.

How Retargeting Works

In order to implement retargeting in your ad campaign, you simply need to get setup with a retargeting vendor. In technical terms, all that is needed is to include a JavaScript tag into your website’s footer. This script records visitors to your site and places retargeting ‘cookies’ in the users’ browser. Your chances for reaching more users are increased when you work with a vendor that has a wide network of ad exchanges.

What Makes Retargeting So Effective?

The main reason why retargeting is so effective is that it brings back users that already showed interest in your product or service. It targets users that come to your website and leave before making a purchase. Retargeting doesn’t aim at new customers and

In addition, retargeting increases brand recognition and, thus, generates more sales for your brand. This explains why retargeting ads typically have high conversion rates.

Retargeting can be applied in various forms, including the following:

Website Retargeting – This is the truest and most basic form of retargeting because it targets current customers or previous site visitors. This is also the form explained in the earlier section where a user has visited your website but didn’t make a purchase. It could also be that they made a purchase but you’re still trying to market a new or similar product. You make use of the data you have about them, along with the established relationship with them to bring them back to your store so that they buy again.

Search Retargeting – This strategy aims at engaging new users from an audience that has already shown interest in a particular brand’s product or similar product. In most cases, the users have not had direct interaction with the brand, so in this case, it’s not retargeting in the truest sense as there’s no existing data to rely on.

Instead, search retargeting depends on data collected from users’ search habits. By collecting this data, retargeting vendors are able to build a targeted audience of users with similar needs so that they can market the products that specifically address those needs.

Social Retargeting – More like search retargeting, social retargeting does not use existing user data. Instead, it relies on users’ interest-based data points to create new audience groups, regardless of whether they’ve bought, searched for, or researched about the brand , its products, or related products.

Facebook was a pioneer of social retargeting, but recently many social networking outfits have followed suit. Typically, these sites use social data to serve adverts to users. Social data used was mainly status updates and comments on brand pages (in the case of Facebook), but the social networking giant has extended its targeting capabilities to incorporate site-level and search data.

Behavioral Targeting – As with search and social retargeting, behavioral targeting also aims at creating new audiences using data trends. The difference with social and search retargeting is that behavioral retargeting relies more on inference than fact. As such, this form of retargeting is less likely to maximize your conversions.

In all, Agam Berry advises marketers to pay attention to the data they use while formulating their campaigns. This is where all the difference arises as explained in the various forms of retargeting.


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