'Inbound & Down'
Question of the Day

Published November 26, 2019

What is retargeting?

  1. The process of following up with leads after they have filled out a form to try to persuade them to re-engage.
  2. The practice of advertising to people based on the previous actions they have taken on your website.
  3. Targeting ads toward those individuals who are similar to existing leads, based upon their online behavior. 

The Answer is B.

Retargeting is the practice of advertising to people based on the previous actions they have taken on your website.

This is facilitated via a piece of code—called a pixel—and can serve as an invaluable tool to help convert website visitors into customers.

The majority of individuals who visit a site may not be prepared to make a purchase right away. The internet is a vast resource, and people use it constantly for both research, as well as purchasing actions.

During the initial research phase, visitors will likely browse multiple sites to collect information from various sources, making it all the more important for your site to remain top-of-mind until the user is ready to complete a purchase or request a quote.

Retargeting can help you do just that.

To start, enter a small snippet of code on your site—a pixel. Designed to track non-intrusive information about your visitors, the information gathered from this code can then be used to display "targeted" ads to your visitors on other platforms.

For instance, if you install a Facebook pixel on your site, related ads may be shown to these same users on Facebook the next time they log in. Other advertising platforms, such as Google, offer similar functionality.

If you’ve ever viewed a product page—maybe a pair of shoes, for example—and then have seen that product pop up in advertisements across the web, you’ve witnessed retargeting in action. Instead of viewing a product only once, the goal is to remind you of it regularly, right up until the point when you are ready to make a purchase or perform another conversion action.

It is important to note that any information obtained from a pixel is anonymous to the website owner. It is impossible to obtain a visitor's name, address, email—or any other personally identifiable information—from a pixel, and there are strict privacy laws and guidelines in place regulating the use of any data which is gathered.

Retargeting is a powerful tool, and can be an ideal component in driving conversions from the top of the funnel to the final decision-making stage. Those who have a healthy website—and a small budget to spend on paid advertising—may want to consider this option as a means of promoting the growth of your reach, sales, and revenue moving forward. 

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