Recently I was lucky enough to spend 2 weeks in Hawaii. I had never been there before so I spent a lot of time before hand preparing. I visited sites on the different islands, hotels and activities.
Because it was so specific and was someplace I had never visited it was easy to see which sites were using retargeting. As I used the internet I was followed by a steady flow of palm trees and hula dancers all related to the sites I had visited and to remind me that I should go back to their websites for additional information.
Retargeting is a powerful marketing tool. Every day you have visitors to your website who you either wish had bought something or that you want to capture contact information. By strategically putting “cookies” on specific pages, visitors who come to that page and don’t perform the task you want such as making a purchase will have that cookie follow them to other web pages.
These ads can be simple text only messages to remind them to go back to the website. Or it can be more sophisticated and pictures of the actual items you searched will accompany the ads.
Retargeting is valuable for marketing teams but it can also be used by HR and recruiters. When candidates look at job postings and don’t apply or drop out of the application process, they can be served ads that will encourage them to come back and apply or provide contact information.
The process can be set up so that the ads are only served a certain number of times so that you don’t risk annoying your customers or candidates. Other benefits are you get analytics on who visited your site, where did they drop out of the process, how many ads were served and how effective they were bringing traffic back to your website.
Your website can be your best link to your customers or candidates. Make sure that you are using all the proper tools to get the most out of it and grow your business.
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