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Remarketing vs. Retargeting — Online Advertising 201

Posted on 04.27.2021

Does your website traffic stick around, or does it bounce? Do you have customers that seem to have dropped off the face of the earth? If so, you’re not alone. As attention spans become shorter and shorter, it’s common to have a high percentage of bounced web traffic—even from your regular customers or leads.

But all is not lost! That traffic—even fleeting one-time visitors—provides opportunities for retargeting and remarketing campaigns that can bring the right customers back to your site. Let’s take a closer look at retargeting and remarketing and how you can use these techniques to increase lead generation, enhance repeat business and convert visitors to customers.

What is Retargeting?

Retargeting is an advertising technique that can serve your ads to people who have visited your website or provided you their contact information (e.g. an email subscriber or lead). Rather than blasting your message across the entire internet in a broad shotgun approach, you can target your ad very specifically to previous customers. It’s a best practice, because 80 percent of your business typically comes from 20 percent of your customers. Repeat business rules!

Retargeting keeps your message in front of potential customers. It is a good strategy for promoting sales and special offers and for introducing new products. Your website already made one impression on those visitors—let’s make sure they remember you and your fantastic products and services. And once you regain their attention, you can send an email or place ads to stay top of mind.

There are two types of retargeting ads—pixel-based and list-based. Pixel-based retargeting uses cookies to follow site visitors and serve ads to them based on the pages they visited on your website. Once set up, it provides immediate ads to try to get people back right away. List-based retargeting uses your lists, such as email lists or social followers, to serve ads or emails.

What is Remarketing?

Remarketing is a technique that tags and tracks customers who visit your site so you can show them content after they leave. Think of remarketing as a way of collecting information, then using it to advertise for sales or lead gen.

When you realize that it’s typical for 96 percent of people to leave your website without taking action, you realize just how important remarketing can be to your digital marketing strategy! When done right, with personalized emails and ads, it can help recapture inactive customers.

With remarketing campaigns, you can follow and find site visitors to social media and search engines to make sure your business comes to mind. A remarketing ad could prompt visitors with questions or remind them of how great your products are by featuring your best photos. This can improve recall of your brand, increase repeat traffic to your website, and turn those bounced visitors into paying customers.

So, if you’re wondering how retargeting or remarketing campaigns could work for your business, let us know. Our digital marketing experts can analyze your website traffic and customer lists to see how your online ads could be more targeted and effective. Take your digital marketing to the next level with Metro Studios as your partner in developing online advertising techniques that work.