Retargeting: Five Tools You Should Be Using To Bring Prospects Back To Your Site

Retargeting: Five Tools You Should Be Using To Bring Prospects Back To Your Site

By December 18, 2013PPC

If you are conducting business on the web, you need to be retargeting; plain and simple.

Fact: The average website conversion rate is just over 2%. That means that 98% of potential customers aren’t buying on their first visit to your site.

Retargeting gives you to the capability of redirecting potential customers back to your site and boosting ad response up to 400%!

So, how does retargeting work?

If those amazing stats have stirred your excitement about retargeting, let me explain how it actually works. Retargeting is a form of online marketing in which previous visitors are retargeted to your site, based on an interest that they have already shown. Retargeting differs from display ad buys because of the higher-level technological process behind it and has been proven to be much more effective.

Cookies are good for you

The retargeting process is all about tracking your potential customers, using an unobtrusive cookie-based technology that “follows” your audience all over the web. Your site will have an unnoticeable piece of Javascript code that drops an anonymous browser cookie each time someone visits your site. When your “cookied” visitors search through sites in the display networks you are running ads on, your ads are shown to them.

5 Retargeting Tools:

There are a number of services that have this process down to a science and because of its demonstrated effectiveness, 1 in 5 marketers now has a dedicated budget for retargeting. Here are the features of 5 retargeting services to compare:

Rocketfuel– With an internet reach rating of 99%, Rocketfuel is undoubtedly a large leader in retargeting. It caters to 700 advertisers, which is about average and features a number of ad targeting types.

AdRoll– 98% of internet users can be reached by AdRoll, which is partly why it provides services to 6,000 advertisers! AdRoll holds a long list of integrated ad exchanges and also offers CRM, email, social, and site retargeting capabilities.

Retargeter– While holding a 98% internet reach rating, Retargeter is also the first on our list with a full, rather than a self-service model and accepts various ad formats including Display (Traditional), Dynamic, Mobile, Rich Media, Social and Video.

Chango– Search is the specialty of Chango, meaning that consumers’ search habits are researched in order to target those who may not have yet been to your site. Rated at 95% for internet reach, Chango also provides site and social retargeting options.

Google AdWords– Founded in 2010, this is a newer retargeting tool and extension of Google. AdWords and has an internet reach of 80% and focuses on Contextual, Demographic and Geo ad targeting types.

Alright, that’s a lot of techy information!

Do some research on which retargeting tool is best suited to your business; it will be worth the effort! I hope that by illustrating the highlights and emphasizing the importance of these tools has gotten the wheels turning and you, ready to jump on board with integrating retargeting into your marketing strategy!

About Kirsten Metcalf

Kirsten is a graduate of Brigham Young University, earning her print journalism degree in April 2012. Before coming to Stryde, she was a sports reporter and then the sports editor for BYU’s newspaper, as well as a remote sports editor for Deseret Connect. Although she’s from Missouri, she’s a die-hard Kansas basketball fan. When she’s not watching KU play or pumping out content for Stryde, she’s most likely watching movies or Netflix in her workout clothes whilst drinking a Pepsi and eating popcorn.

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