How to Use Retargeting Ads to Build Your Brand

Retargeting ads are everywhere, used by businesses of every industry and size—and if your business doesn’t use them, it should! Think of retargeting as “reminder marketing”; after a visitor has left your site, you can have an ad follow them to another website to remind them about your brand or your company. Done right, retargeting ads can be incredibly effective for converting leads.

So, how does retargeting work, and how do you make it work for you?

How (and Why) Does Retargeting Work?

a woman searching on google

Did you know that 97% of people leave a site without making a purchase after the first time they visit? You’ve probably done it. You pop onto a page to take a look at a product or service. Maybe you get distracted, or talk yourself out of buying something. Maybe you want to shop around for comparisons. You probably don’t buy after that first visit.

Odds are, your business is not going to close that sale on the first visit, either. The trick is bringing that potential client back to your site—this time, ready to buy! And a great way to do that is with remarketing or retargeting ads. Here’s how it works.

Cookies help track down your visitors

Website cookies can have kind of a negative connotation, but in reality, they’re actually incredibly useful—particularly for retargeting. When someone visits your site, you can drop a cookie in their browser. When they leave your site for another site, you use that cookie to track that lead and show an ad on another site they visit. Pretty nifty, right?

Retargeting outside of your website

a user browsing facebook

You can actually retarget visitors from pages other than your website, too! People who interact with your Facebook page, YouTube channel, or other social media sites can also be retargeted. So if someone visits your Facebook page, you can then show them ads for your business on other sites that allow display ads or other social media pages.

3rd-party providers for ads

Retargeting ads are delivered through several third-party providers, including Google Display Network and Facebook. With Google Display Network, after a user visits your site, they’ll start to see your ads on other sites they visit. With Facebook or Instagram Ads, not only do your ads reach your users on their social media, they allow visitors to Like or interact with your social page for free.

When to use retargeting

So, now that you know what retargeting is, let’s talk about when to use it. It’s an effective and low-cost option for a lot of businesses, particularly if you get at least 100 monthly visitors to your site. Its primary goal is to keep your brand fresh in visitors’ minds, even after they’ve left your site. But you can get a little more creative with it, too!

Retargeting ads are also great for showcasing special collections within your business—like bestsellers, new products, or sale items.

Retargeting vs. remarketing

a gmail inbox

In the marketing world, when we talk about advertising, we sometimes use the terms “retargeting” and “remarketing” interchangeably. They’re very similar concepts, but there are a few slight differences! Retargeting (what we’ve been talking about) uses cookies to track visitors to your site and show them ads on other sites. They work through a third party like Google or Facebook.

Remarketing, on the other hand, is a little less automated. Typically, remarketing refers to reaching out to users via email. While you can use automated email services like MailChimp or ConstantContact, you do need to get the user’s email address first for this to work! Retargeting has the advantage of needing no information—and therefore requiring almost no effort on your part.

Feeling a Little Lost?

Ads? Emails? Cookies? If you’re feeling a little overwhelmed by all this marketing jargon, then we’re here to help! You’ve got a business to run—let Corridor Consulting take care of the marketing side of things. We’ll help you increase your leads and build your brand, no headache required. Give us a call and let’s chat about your business goals.