Ready, Aim, Fire!

Retargeting is another kind of internet marketing designed to reclaim conversions where a visitor for some reason has left the site before finalizing his purchase. Simply put retargeting is a specialized marketing where advertisements about the site that had interested the visitor are displayed to him at frequent intervals sort of a reminder flash bulb that he has some unfinished business to take care of. Retargeting is marketing to the same visitor in a different manner. Its more effective than an untargeted campaign because the visitor has displayed an interest in your product already so you are sending him subtle reminder.

An example of retargeting may be something like this. A woman is trying to figure out what to get her husband for his upcoming birthday so on the advice of a friend she decided to look into valets. She searches 'men's valets' on Google and follows the third link on the page to valetstand.com. She sifts through the many varieties and design they have to offer and places two to choose from in her cart. Distracted by the ringing timer signaling a baked cake she leaves her computer to take it out of the oven. The valet now recedes a little in her mind and she doesn't run back to the computer to complete her purchase. Two hours later she decides to take a quick look at the weather for the next day and to her surprise one of the banner ads on display next to the forecast is a promotional ad to valetstand.com for 25% off your purchase. Our shopper has just been retargeted bases on her previous interest in the site. Many marketers feel that this technique is extremely effective way to reclaim and finalize sales that may otherwise have been pushed off or lost.

Most retailers that already employ some sort of PPC feature will see that they they already have this specialized marketing available to them. If not, it may be a good idea to ask a PPC or Internet Marketing expert how best to go about this unique marketing.