What Are Retargeting Ads & How Do They Work?

Written by Lauren Austin

How can a web site track what people are viewing, and then place ads on other sites to remind them of things they’ve searched in the past? We know this sounds confusing and incredibly complicated, but we promise, if done the correct way, it will guarantee a huge jump in sales for your company - and we're here to explain exactly how they work!

For most websites, only 2% of web traffic converts on the first visit. Retargeting is a tool designed to help companies reach 98% of users who don’t convert right away. Retargeting ads are a form of online advertising that can help keep your brand in front of your customer, after they leave your web site. They work as a reminder to your customer that they have viewed something on your web site, and it’s still available for their purchase. Retargeting ad campaigns are highly successful because you’re only targeting people who have shown interest in what you’re selling. 

Here’s how it works:

  • Place a small unnoticeable piece of code on your website. Your visitors will not be able to see the code and it will not affect your site’s performance in any way. 
  • The code drops an undetectable cookie on your visitor’s browser (they will never be able to see the cookie). 
  • Later on, when your visitor (that has the undetectable cookie on their browser), browses the web, the cookie will tell your retargeting provider to serve the ads.
  • This works out well because it guarantees that your ads are only shown to people who have visited your site before.

That’s it! What do you think? We definitely think it's worth testing out. If you’re interested in trying retargeting ads, but you feel they are overwhelming, check out our website for more information on our retargeting services and see if we can help!