Retargeting Explained and Why Does It Matter?

By Joe | Date

Retargeting is all the rage right now, especially since so many ad platforms make it possible. But a lot of people scratch their heads and ask, “Just what is Retargeting, anyway?”

You can get the answer to that question and how retargeting benefits you by checking out the retargeting FAQ below…

What is Retargeting?

Have you ever felt like a product was ‘stalking’ you as you travelled the web? That’s retargeting in action.

Basically, retargeting refers to showing a warm audience the same product or ad that they’ve already seen.

Let me give you an example, one that’s probably happened to you…

You go to and check out a product, such as a beard warmer. (Yes, they totally exist!)

Then you go to Facebook to catch up with your friends. Lo and behold! There is an ad for a beard warmer from Amazon in Facebook’s sidebar.

Then maybe you travel to your favorite news site to catch the headlines. Ta-daa, there is another ad from Amazon, trying to tempt you into purchasing that darn beard warmer.

Pay attention, and you might see that beard warmer following you all over the web for several days, or maybe even a week or more.

That’s retargeting.

Technically speaking, how does retargeting work?

Retargeting uses technology to work, namely cookies. When you visit a site like Amazon, it drops a cookie onto your computer. Then when you visit a site like Facebook, its advertising platform reads that cookie and shows you an ad related to the products in which you’ve expressed some interest.

The cool thing is that you don’t need to know a lot of techie mumbo-jumbo in order to use retargeting. Just use a well-known ad platform like Facebook, and they’ll tell you exactly how to drop a special link onto your web pages so that they can show your audience related ads when they log into Facebook.

So why use retargeting for your business?

The reason to use it is because it works to close the sale.

Here’s why…

Experts have figured out that it takes an average of seven to twelve ‘touches’ before a prospect is ready to buy from you. This is the reason why you should have a mailing list, so that you can reach out to your prospects repeatedly. However, not everyone joins your list, so retargeting is a good way to reach out to your prospects long after they’ve left your site. It builds familiarity, which increases sales.

Secondly, sometimes prospects already know and trust you, but they’re on the fence about a specific product. They might leave the sales page with the intention to ‘sleep on it’. Except when they leave the page, they totally forget about it.

Enter retargeting. Just when the prospect forgets about the product, you put it right back in front of their face. End result? A higher conversion rate and bigger profits.

So, what’s the bottom line?

Retargeting is a great way to close the sale and boost your conversion rate. If you are doing any ounce of marketing online, you got to be doing retargeting because it makes all other marketing efforts more effective. You can get more out of the bucks that you are investing in marketing by implementing a well thought out retargeting campaign.

It is incredibly powerful when done right. That being said, it can have adverse effects when it isn’t done properly.

Remember, retargeting is just a tool, and, like all tools, it MUST be used properly.

If you want to take advantage of this phenomenal marketing resource but want to make sure that it is done properly in order to maximize your sales please contact us today.

The good news is if you read through this article and have decided to take action, you are probably ahead of most of your competitors in your niche.

Retargeting is a relatively new phenomenon, so you have the advantage being an early adopter and beating your competition.

We can help you to be creative with your campaigns and generate thousands of extra sales.

About Joe

Joe is an Executive Business Coach and a technology aficionado. In a former life, he has worked in the telecommunication and financial sector. He is an expert in inbound marketing and lead generation. He is also an associate contributor with the 6 Figure Coach magazine, an international publication dedicated to helping small business owners build successful businesses. He loathes to discuss himself in the third party but can be persuaded to do so from time to time. He is an ardent fan of the great Zig Ziglar who is famous for saying, "You can get everything you want in life if you will just help enough other people get what they want."

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