When your cookied visitors browse the web, the cookie lets your retargeting provider know when to serve ads, so they reach only people who have previously visited your site.
Retargeting, also known as remarketing, is a form of online advertising that helps you keep your brand in front of bounced traffic after visitors leave your website. For most websites, only 2% of web traffic converts on the first visit. Retargeting is designed to help companies reach the 98% of users who don’t convert right away.
Retargeting is so effective because it focuses your advertising spend on people who are already familiar with your brand and have recently demonstrated interest. That’s why most marketers who use it see a higher ROI than from most other digital channels.
How does retargeting work?
Retargeting is a cookie-based technology that uses simple JavaScript code to anonymously follow your audience across the web, so your message stays visible while intent is still fresh, and your spend concentrates on people already leaning toward you.