It’s happened to everyone… One day you do a search on google for motorcycles and for the next few days it seems that every website you go to is promoting motorcycle sales. To the average consumer, it may feel like “big brother” is watching you, but the ability to follow your potential customers around the internet is an amazing piece of functionality for Digital Marketers. Imagine if an outlet store at the mall could place an advertisement in only the news papers that people read who have come into their store while shopping at the mall but never purchased a product? They were obviously interested in the store, so the potential of converting them to a sale is much higher than a broadly targeted advertisement.
How it works?
It’s actually quite simple. Digital Marketers (Web developers, as most of us now are) “drop” something called “pixels” on to our websites. “Dropping Pixels” sounds much cooler than it is, and I can assure you that it is not something you would ever heard on a rap album. Pixels, or “cookies” as most of the world knows them are placed on a website. When you visit the website your internet browser (Internet Explorer, Chrome, etc..) downloads the pixel and saves it in your personal browsing history. Every major advertising platform has this ability. That includes Google, BING, and even Facebook. Now, the platforms know that you went to the website and they can retarget you.
From that point on (for however many days specified by the geeky marketer that built the advertisements) anytime you visit a website that utilizes displaying advertisements from the platform the pixel came from will then do it’s best to serve your the related advertisements.
Adobe’s CMO reports that website visitors who are targeted with re-targeting advertisements are 70% more likely to convert on your website (convert = sale, sign up, etc..)
Help! I don’t want to see these ads anymore!
You have two options. Configure your browser to not store cookies (difficult) or when you see ads following you around the internet, simply delete your cookies + internet browsing data in your browser. That should remove the cookies.
Help! I want to try this!
Contact us today, we can set up very minimal budgets to test retargeting out for your company and scale up as they convert to sales!