Ad Retargeting Bullseye!

Why You Should Use Ad Retargeting

Ad Retargeting Strategy

"Marketing" can be a dirty word at times. Between shady, slightly harassing tactics and products or services which offer no value, it's little wonder the reaction to the word marketing has some negativity. Therefore imagine the reaction when someone uses the term ad retargeting. While the idea of ad retargeting can seem like a poor practice, most of the negative sentiment comes from misunderstanding what the term means. Taking a moment to dive into the meaning and the benefits of actually using ad retargeting can change the way your business promotes. 

What is Ad Retargeting?

Ad retargeting means the ad follows your audience around the web. When you search for the best dentist in your city, visit their website, then navigate to Facebook or YouTube their ad retargeting displays for their practice. Your ad follows your ideal audience around and shows up in places where an advertisement lives on the web. 

It can seem like a negative practice, especially coming from the consumer view of having ad retargeting follow you around. It can help to see this practice from a business owner view. Whether you're a large established company or you're just starting to dabble in growing your business, ad retargeting helps business owners grow their online reputation. 

Business Owner View

When you use ad retargeting, the money and time you spend creating advertisements can be streamlined and focused towards people who are already familiar with your brand. The people who see your ad have shown an interest in your company and using this technique keeps your company at the forefront of the mind. It increases the likelihood of this member buying either your product or service. 

"Marketers who use ad retargeting tend to see a higher ROI than other marketing efforts" Retargeter. The best part of using this technology, it doesn't affect your site's performance, and it's unnoticeable on your website. It's not something a consumer will even know what's happening. While they may see your ads on different websites and be a bit annoyed by the ad, they aren't turned off by your business. They inherently know you need to market your products and services. With your readers being so understanding, why aren't you using ad retargeting for your business?

How Does It Work?

You know the benefits of ad retargeting and a simple version of what it does, but what is it? How does ad retargeting work? It's simple - it uses one line of code. It's a cookie-based (Facebook pixel) technology which uses a Javascript code to drop an anonymous browser cookie. The cookie attached to your website visitor then lets your retargeting provider when and who to serve your ads. Every time a new visitor views your site, the code drops another cookie.

Once the retargeting provider is alerted to the cookie and to the potential locations to place the ad, they send out the ad you created in the platform of choice to all of the websites your audience member visits. The ad allows your brand to be in front of your ideal customer many times over. As the incredibly talented Jim Hernandez of Strategic Business Communications, Inc says in his How to Find, Sell, Close, and Keep More Customers workshop, "the new way to sell is by following up with people over time until they do buy. Long-term follow-up is our responsibility." Using ad retargeting can help you automate this task and gain you a larger customer pool.

A Reminder

Ad retargeting is a powerful branding and conversion optimization tool. It will increase your ROI, get people to take a second look at your site, and improve brand awareness. It should NOT be your primary marketing tactic. It can't drive people to your website initially, but it can get them to come back. It works best as part of a larger digital strategy. Throw in some social media posts. Publish a few blog posts. Get featured on a few guest posts. 

Ad retargeting can be a simple tool which can help boost your analytics intelligence, your community, and your sales. It can be hard to imagine the impact one little line of code can do for our business. While we may struggle with the decision of whether or not to set up retargeting, in the end, our business calls for us to make choices which suit it the best. The benefits of ad retargeting speak for themselves. 

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Kaylee White

San Diego, CA

Kaylee White is a copywriter for creative business owners, specializing in crafting blog posts, newsletters, and website copy. She guides small business owners through their confusion and helps get their message across clearly and concisely while solidifying their brand's image and style. This helps business owners use their time wisely and on things they truly enjoy, while she gets to engineer the perfect set and order of words to assist in branding. She has been writing since she could hold a pencil, creating and helping others tell stories. As a graduate of the University of California, San Diego, she has put her Communications degree to good use.