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Site Retargeting

Updated: Jul 8, 2022

Businesses can use a variety of offline and online marketing channels, such as billboards, radio, print, and television, as well as Facebook, Google AdWords, Programmatic Display, Email, and Video Marketing to target our customers. Companies invest $1,000's to $1,000,000's across these channels in the hopes that visitors who interact with their brand and visit their websites would convert on their first visit or shortly thereafter. However, this is a rare occurrence. People usually give you their contact information or phone you after 2 to 7 website visits, let alone make a purchase from you. It's critical to identify strategies to reach out to customers who have previously shown an interest in your business as they go through their own customer journey.

That’s where site retargeting comes in. Marketers utilize site retargeting, a display advertising method, to show ads to users who have previously visited their website. The marketer places a pixel on their website that creates a cookie in the browser of the user. Using retargeting, the marketer can target the website visitor with advertisements elsewhere on the internet.

"The click-through rate (CTR) of a retargeted ad is 10x higher than the CTR of a regular display ad," according to Wishpond. According to CMO, retargeting can increase ad response by 400%. As a result, retargeting is crucial in the realm of digital advertising. Site retargeting traffic has a 75% lower cost per conversion than any other sponsored traffic to your website. If you have the necessary conversion rate optimization strategies in place for your website, the same Google Ads Conversion that cost you $80 should cost you $20 - $30.

We perform site retargeting campaigns at 7Social using a variety of digital platforms, including but not limited to the following.

● Facebook & Instagram

● Geofencing Marketing

● Google Display Network


● Programmatic Display

● Twitter

● YouTube

How Does Site Retargeting Work?

Picture yourself in an electronics store, looking to purchase a new laptop. Your youngster is wailing hysterically because he or she is hungry. And you know you need to go to a few more stores, but you need to soothe your child first, so you leave early to grab your youngster some food.

Imagine you're then waiting in the Five Guys drive-thru, scrolling through Facebook on your phone, when you spot an offer from the same electronics retailer stating that if you return within three days, you can present a $200 off discount to any sales manager at the store.

This is similar to site retargeting, only this stylized version takes place in the real world, similar to geofencing marketing, which we'll talk about later. If that person went to that electronic store's website, the same thing would happen.

The general procedure for site retargeting is as follows. The customer goes to the website, i.e. ( The site can record mobile device IDs and IP addresses of visitors to ( based on the HTML code (what we call a site retargeting pixel) that is placed there. A cookie is dropped after the consumer views the website. In essence, a "pixel" places a cookie on their browser that follows them across the internet.

We've talked about pixel-based site retargeting up to this point. When someone views your website and then leaves, they are retargeted on the millions of other websites and mobile apps they visit.

Retargeting with a user or company-generated list is the other end of the spectrum. Perhaps you have a list of people in your CRM database who could become repeat customers, or perhaps they haven't yet purchased from you and you have a mechanism to separate your purchases from those who abandoned a shopping cart. Maybe you bought an email list of people who suit the demographic profile of the people you want to reach out to.

List-based and pixel-based retargeting lists serve different objectives, so using both is usually a good idea. However, understanding both types and how to use them effectively is critical if you want to get the most out of your retargeting advertising.

Benefits of Site Retargeting

Creates More Receptive Leads

This is the most obvious and significant advantage of using retargeting in your digital marketing approach. Depending on the type of business or industry in which they operate, many organizations focus on different metrics, but every company that wants to stay in business must focus on revenue. The efficacy of retargeting comes from only targeting people who have already visited your website, unlike other marketing tactics that cast a wide net to discover someone interested in the product. If they've already exhibited an interest in your brand by visiting your website, they're a warmer lead than the broader public.

As you are surely aware, most visitors do not convert on their initial visit to your website and instead "bounce back" to their previous location. Some people may believe they are not at the place where they are ready to buy, but you should always investigate other possibilities. Some of them may have been distracted by a phone call, or they may be shopping in the mall. The key is that you should always make an effort to persuade them to reconsider.

Another key explanation for your site's low conversion rate could be the product you offer or a lack of information about the goods. You can then retarget your visitors with further information about the item they were looking for. When consumers have such information, they are more likely to make a purchase from you.

Bolsters Brand Recognition

According to the standard marketing guideline, a consumer must make seven impressions with a company before becoming a customer. Retargeting helps you speed up the process