It’s happened to all of us. One minute you’re browsing a website for that tool/outfit/holiday you’re interested in. Next minute, that tool/outfit/holiday is everywhere, popping up in your social feeds and on top of your news sites and – so it seems – every other website you visit.
It’s called re-targeting and this is how it works:
You Google a product, land on a website, take a look around, search a couple of pages, read up on some products of interest. More times than not you’re not ready to commit to anything and you move off again. Unbeknown to you, a little bit of technology called a “pixel” has been dropped onto your internet browser and you have been officially “cookied”.
So what does this mean for you as a consumer?
You can now expect to be served up a number of ads specific to a search you previously completed. A little bit creepy, you may say, but it only targets you because you showed interest in the brand in the first place. Most of us would rather see an ad for something we’re interested in than something completely irrelevant and annoying.
And what does this mean for you as an advertiser?
From a brand perspective this advertising tool is all upside. We already know people need to be hit with your messages several times before they’re ready to commit to a purchase. Using re-targeting, your ads are being served up to people who are already familiar with your brand. Your advertising dollars are being spent targeting the right people, which can be hit and miss via traditional advertising platforms such as print. Plus, it’s highly measurable. You can review reporting that covers everything from website visits to bounce rates and even if the search converted to a sale. So it’s not surprising marketers claim to see a higher ROI from re-targeting than from any other advertising channel.
In short, re-targeting keeps your brand in front of your site’s visitors even when they have left your website – a fairly unobtrusive way to keep reminding them about the great product or service you offer.
It’s the kind of option we could have but dreamt of only a few years ago; smart, measurable ads serving up live data on our audiences.
Talk to us about how to use re-targeting as part of your advertising program.