Re-Marketing: How to Retarget Website Visitors and Boost Sales

One of the most effective yet underutilized digital marketing tactics is retargeting advertising. Retarget involves displaying ads to people who previously visited your website but did not complete a purchase. By reminding these past visitors of your business through targeted ads, re-marketing can significantly increase conversion rates and overall sales.

How Re-Marketing Works

When someone visits your website, their browser saves a cookie that tracks their visit. Retargeting platforms like Google and Facebook access this cookie data to identify people who have been to your site within a set timeframe (e.g. past 30 days).

You then create new display ads showcasing your offers or products. These ads automatically appear to your past website visitors wherever they browse online – on search engines, news sites, YouTube and social media. The goal is to prompt customers to complete the purchase they began on your site.

Advantages of Re-Marketing

• Increased visibility – You regain the prospect’s attention through multiple online ads after their initial visit.
• Targeted reach – Ads only appear to identified website visitors who have already shown interest in your business.
• Timely reminders – The immediate follow-up keeps your offer fresh in customers’ minds during their retarget purchasing decision process.
• Higher conversions – Research shows retargeted ads generate conversion rates 200-300% higher than normal targeted ads.
• Lower CPCs – Costs per click are often lower since retargeted prospects are further along in the purchase funnel.

Developing Effective Re-Marketing Adverts

To maximize the impact of retargeting, design ads that:

• Reference what a visitor viewed on your site – Personalize the ad for a better connection.
• Highlight a benefit the visitor is seeking – Address their specific needs or goals that initially drove their search.
• Offer a promotion or discount – Time-sensitive incentives encourage customers to take action now.
• Include social proof – Testimonials and reviews show your offer is worth considering further.
• Call visitors to action – Provide a clear next step prospect should take, preferably visiting your website.

In summary, re-marketing turns anonymous website visitors into qualified prospects by reminding them of your business at the exact moment they are actively in the market for your offerings. Though a simple concept, retargeting’s power lies in its pinpoint targeting of individuals already demonstrated interest.