From the course: Lead Generation Foundations (2019)
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Retargeting
- One day, I needed to buy some luggage. So I started searching online. It wasn't urgent, so I switched gears to meet a client for a coffee. Before I left, I noticed the sky looked a little gray so I checked the weather online. Wouldn't you know it, as I'm on the the weather site, what shows up on the right side? A banner ad for a luggage brand. This is called retargeting or remarketing. Which is a strategy to connect visitors to a brand's website who have not made an immediate purchase or inquiry. Retargeting allows marketers to position targeted ads in front of defined audience that previously visited the website as they browse elsewhere around the internet. Retargeting works by placing cookies on a website visitor's device when they meet a brand's criteria. You can have multiple lists with a range of different criteria. The cookie identification is then added to the marketer's list. In some cases, retargeting can be effective. Let's say you want to make a purchase but the website…
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