Site retargeting has been around for some time. What many marketers miss is how crucial it is to go into your planning phase prepared with key data, and the importance of optimizing using measurements way beyond just engagement and click-throughs from your ads.
In this post, we start with a basic overview, ‘What is Site Retargeting?’. We then cover “table stakes” – the must-dos for planning & launching any site retargeting program. We wrap up by covering what smarter B2B marketers are doing today to make the most of their active site retargeting campaigns – finding new accounts, contacts and leads through site retargeting, driving higher engagement with personalization rules, and accelerating their pipeline as a result.
1. What is Site Retargeting?
Site retargeting is a display marketing strategy that allows you to re-engage the 95% of site visitors who leave your site without filling out a form through display, to convert more visitors who have already expressed interest in your brand. With this strategy, visitors to your website are tagged with a retargeting cookie when they visit your site. They are then served your ads throughout the web as they browse the internet, leading to increased, cost-effective top-of-funnel lead conversions.