A rather unimpressive 2% of shoppers will convert during their first visit to an online store. This means that 98% of your customers could be slipping through the cracks - and that's where retargeting comes in.
The concept of retargeting in advertising focuses on allowing your brand to zero in on those 98% of visitors, giving them a second, third, fourth and fifth chance to convert. It allows you to show tailored ads to potential customers via social media, search engines, and other websites. They see your advertisements, click back into your website, and convert. Retargeting is a way for you to stay connected to your potential customers, feeding all of the stages of your marketing funnel with engagement, brand recall, and conversions.
Of course, the more amazing your retargeting campaign is, the more successful you are likely to be. Though this is a concept that has been proven to be effective, it's also worth noting that a poorly conducted campaign could hurt or hinder your marketing efforts. With that in mind, here are some best practices to follow when you're wondering what makes for a good retargeting campaign.