A person who visited your website, who was interested in one or more Products / Services and who left without making a conversion (Buy, fill out a form, request a quote…) is NEVER lost!
To be sure, check out a product on Amazon.com, 3 Suisses or Décathlon and then leave them. And now banners on the product you are looking for follow you everywhere on other sites…
Of course, it’s not magic. Because here we are dealing with Retargeting. Let’s move on to the explanations:
Retargeting is a technique which, in a simplified manner, displays personalized advertising banners on websites after an Internet user has shown particular interest in a product on another site. The objective is to bring your prospects back to your site and get them to consume.
Retargeting is based on the analysis of the searches you have carried out on a website: the pages visited, the keywords, etc. using trackers and cookies.
In detail:
- A tracker is placed on your website.
- The Internet user visits your site.
- The tracker uses an anonymous cookie to follow the Internet user.
- The Internet user leaves your website and goes to another site on the network.
- The personalized advertising banner is displayed on this site.
- The user clicks on the banner and goes directly to the product page of your site.
It should be noted that this part, now inseparable from any digital strategy, is no longer exclusive to merchant sites. Service companies are also entitled to it: destination sites, private schools, ad sites, etc.
Booking sites like booking.com have understood this well. You visit a destination on the site without booking, but once on the other sites, you realize that a banner on the destination already visited from the same website is displayed.
This targeting technique also concerns promotional offers and complementary products. For example, after purchasing a stapler on one site, another site offers the same customer staples from the first site.
Although it allows you to find site visitors, Retargeting also allows you to send them personalized advertising banners based on their interests by bringing them back to your site and retaining them instead of leaving them in the hands of your competitors.
With a very targeted message, with high added value and not aggressive and too commercial, you have a better chance of converting your prospects into customers and building a relationship of trust with them.
If in the worst case scenario, the Internet user does not click on your advertising banner, do not be disappointed. It reminds him, at least, of a good memory.
Different types of Retargeting exist. Among others, there is Search Retargeting, Email Retargeting and Ad Retargeting. The latter, which is the subject of our post, is the most used. It allows the advertiser to find its unconverted visitors.
You too can re-convert your visitors. Thanks to its 100% digital roots and its Results-oriented approach, Webeuz your Digital Communication Agency puts this technique at your disposal in order to refine your digital strategy and therefore increase your turnover.
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