Retargeting is a process of redirecting a user to the site they visited previously in order to increase the conversion rates and deliver customized advertising. This process is also called personalization, as it traces a user’s online behavior with the help of cookie files. Information obtained from cookies allows the company’s website to reach out to potential customers and to deliver proper ads. It is a meaningful way to reach people who have visited your site but for some reason left it and forgot.
There are several advantages of using retargeting strategy:
- Increasing users’ activity: retargeting reminds people of what they’ve seen previously to boost engagement and retention.
- Sales rate boost: users upgrade their membership and install new apps or visit new sites.
- Brand recall: retargeting increases direct traffic, and people show more interest in a brand or site. Creative ads contribute to brand recognition.
- Increased conversion: retargeting is a great way of influencing old customers and already subscribed visitors since they show more intent to buy a product or service.
Google AdWords is a great retargeting tool with rich functionality and millions of satisfied users worldwide. It provides many opportunities, tools, and analytics for a reasonable price.
