what is retargeting
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What is Retargeting and Why Should You Care?


The vast majority of visitors to your e-commerce site do not purchase the first time. Retargeting is a strategy you use to get them coming back.

After all, they were at least interested enough to visit your site, so that means there’s a good chance they’d like to buy from you later on down the line.

Have you ever noticed how, as you visit many websites, you see the same ad over and over again? It seems a bit strange that you get the same ad, considering that sometimes you are on websites that the ad does not fit the theme of at all.

That’s retargeting in action.

How Does Retargeting Work?

From the web development company’s perspective, all they do is place a small piece of code on your website. The nice thing about it is that your visitors never notice, and it does not negatively or positively impact your site’s performance.

When people visit your website, your visitors download a cookie. That cookie contains information which tells the website they visit to serve your ads to them.

When Should You Use It?

Retargeting is powerfully helpful to your website, but don’t view it as the end-all-be-all solution for helping your site sell more. It works best as a part of an overall internet marketing campaign.

Your conversions will increase. But your brand strength will grow too, as people will see your site’s name and logo as they browse the web.

Some Tips to Get the Most out of Retargeting

  1. Use frequency caps – As people see your ad more and more across the web, they become blind to it, or even irritated with it. Frequency caps reduce how often they see your ad, so they don’t get overly annoyed by seeing your company.
  2. Don’t show your ad to visitors who have already purchased – Burn code is a small code snippet that performs this function. It gives you a better chance of keeping the customer because you won’t be pestering them with ads after they’ve already bought from you.
  3. Audience segmentation – Based on how engaged each user is with your website, you show them a different ad. All you have to do is place different retargeting code snippets on different areas of your website.
  4. Rotate your ads – Retargeter ran a study that showed clickthrough rates decrease by nearly 50% if you run the same set of ads for 5 months. You should have several ads that change every 2-3 months or so.

That’s Retargeting in a Nutshell!

Zen Agency can help you create an effective retargeting campaign strategy. Contact us to learn more.

Joseph Riviello

Looking for a seasoned WooCommerce expert and digital marketing strategist with an unwavering dedication to client success? Meet Joe Riviello, the CEO of Zen Agency, with over 22 years of experience helping e-commerce businesses scale through holistic marketing strategies. Joe Riviello is a seasoned WooCommerce expert, digital marketing strategist, and CEO of Zen Agency with over 22 years of experience in the e-commerce industry. He is a passionate business development professional committed to helping businesses reach their full potential through various holistic digital marketing strategies. Joe's expertise lies in creating a seamless user experience for customers while delivering strong business results. He has worked with several high-profile clients across various industries, including retail, healthcare, and finance, helping them achieve their business goals through digital marketing solutions. Joe's journey to becoming a CEO started with his passion for technology and user experience design. He has always been interested in how technology can solve business challenges and improve customer experiences. Throughout his career, he has focused on creating e-commerce websites and digital marketing campaigns that provide an exceptional user experience while delivering strong business results. As the CEO of Zen Agency, Joe is responsible for leading the agency's strategic direction and ensuring that clients receive the highest quality of service. He is a natural leader who inspires and motivates his team to achieve their goals and deliver exceptional results for clients. Joe is a recognized industry leader and has spoken at several conferences on topics related to digital marketing, user experience design, and business strategy. He passionately advocates for data-driven marketing and believes that every business, regardless of size or industry, can benefit from a holistic digital marketing strategy.

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