B2B Tactics Playbook: What is Site Retargeting?
Potential customers come and go. It’s the way of the online world. According to Carl Robitaille, senior metrics manager of ad operations at MultiView, roughly 97 to 98 percent of consumers will leave a site without converting, i.e. completing a contact form, downloading site content or viewing a video.
That’s a lot of passersby and even more potential missed business.
Site retargeting – spoiler alert – targets users that have already visited your site while they are visiting other websites. This keeps your brand front and center by continuously reminding those window shoppers of your brand and bringing them back when they are ready to make a purchase.
Much like practice, it’s about repetition, repetition, repetition. If a potential customer sees your site across other pages, your brand is likely to gain higher recall, traction and recognition — ranking higher in the consumer’s considerations come purchase time.
How does it work?
Site retargeting is a cookie-based technology that uses a very simple code to discretely “follow” the audience across the Web.
“Site retargeting allows you to recapture people that have been to your site,” Robitaille said. “It’s a simple matter that most people will abandon their cart. So with site targeting, you’ll have that pixel or code there to capture their presence, which will then add a cookie to their browser so you can target those who have left.”
Marketers should avoid presenting every consumer the same offer and ad copy in retargeting campaigns. It is important to differentiate messaging based on the user’s online behavior.
For instance, one could present different offers based on the product the visitor viewed while on the site. From a business-to-business point of view, one could showcase different offers based on the industry of the visitor. If one divides their site into different landing pages/sections for each industry vertical, display ad promotions can be customized based on where the user spent most of their time. Of course, the success of retargeting efforts depend on having a clearly defined website architecture, but one can evolve their site over time to create more granular and targeted URLs.
There are also parameters that need to be figured out. Among other things, you need to decide where (geographically) you want to run your ads for each consideration.
Getting potential customers to make a purchase with your company is a problem as old as the Internet. Remember, roughly 2 percent of site visitors will already be converting on your site. With the right strategy, the marketer can focus on getting the 98 percent back to the website to further the relationship.