Understanding Retargeting - Tech Critic

Understanding Retargeting

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Understanding Retargeting - Tech CriticRetargeting Helps Keep Your Brand in Front of Customers

Within the world of digital marketing, marketers have a plethora of tools and techniques at their disposal. Some work better than others, but each has its special place in a marketing campaign. One such strategy that has garnered much attention is retargeting.

Retargeting is a form of digital marketing that can drastically improve your business online and keep your brand at the forefront of potential customers’ minds.

How It Works

Retargeting ads are much different than traditional banner ads. Banner ads are broader and are not specific to a particular viewer. They also will be seen and clicked on by those who are not potential customers. However, utilizing retargeting ads allows you to target potential customers who are already familiar with your brand and your site. These people have shown interest in a specific page or service on your site. While there are other forms of it such as email marketing and search retargeting, we are going to be focusing on site-based retargeting.

All you need to start retargeting is a JavaScript tag in the footer of your website.  Whenever anyone visits your website, an unobtrusive bit of JavaScript known as a cookie will be placed in the user’s browser. Once a browser has been “cookied”, the user will be added to a list of other users who have also had a cookie placed in their browser.

These cookies do not store any sensitive information, such as user’s names, address, or other personal details. It only stores the site visit.

Once they leave your site and surf the web again, that cookie will inform whatever retargeting platform you have chosen to deliver specific ads based on that user’s visit to your site. The ad will focus on whatever product or service was on the pages they visited.

Why It’s Effective

Studies have shown that online businesses only convert about 3% of their visitors. This means that the majority of users who visit your site bounce without making a purchase or conversion. It typically takes roughly 6 to 8 touches before a customer decides to make a purchase.

Part of the reason for this is because customers typically search for a retailer that they already know. Data has shown that almost 70% of US consumers said they look for “known retailers” before they decide to make a click. Brand awareness is the key to success online.

Retargeting ads allow you to keep your business and brand in front of potential customers. Whether they click on every ad does not matter. Your business is staying relevant, telling consumers you are a “known retailer.” These ads are more effective if you section off your visitors and tailor retargeting ads based on the product or pages they visited.

Retargeting works so well because your ad spend is focused on people who have already shown interest in your brand, marketing towards a warm audience. The ROI for these ads is much higher than for other ads.


There are countless benefits to utilizing retargeting ads. Here are a few stats proving how useful and effective this method truly is:

  • Increases the likelihood of conversion for previous visitors by 70%.
  • Brand awareness is increased in search results by 500%.
  • Average conversion rates can increase by 147%.
  • Your site’s traffic can increase by 700% due to improved ad exposure.
  • 68% of ad agencies have shifted larger portions of their ad funds to retargeting.

Retargeting has become an integral part of the digital marketing landscape over the last several years. It has shown proven success in helping businesses grown and increase their brand awareness. This strategy is one that all businesses should implement. If you are interested in learning more about how retargeting can benefit you, contact Tech Critic.

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