Re-targeting, also known as re-marketing, is a form of online advertising that helps you keep your business in front of bounced traffic after they leave your website. NB. For most websites, only 2% of web traffic converts on the first visit. So Re-targeting is a tool designed to help companies reach the 98% of users who don’t convert right away.
In essence, Re-targeting is a cookie-based technology that uses simple a (Java) code to anonymously ‘track your audience all over the Web. It works by placing a small piece of code on your website which is unnoticeable to your site visitors and doesn’t affect your site’s performance. As a new visitor comes to your site, the code drops an anonymous browser cookie. Later, when your cookied visitors browse the Web, the cookie will let your re-targeting provider know when to display ads, ensuring that your message is shown to only to people who have previously visited your site.
Re-targeting focuses your search paid spend on people who are already familiar with your brand and have recently shown interest. This usually ensures a higher ROI than from most other digital channels.
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