Maximizing Marketing Returns Through Retargeting

With more businesses than ever before advertising on Facebook™, it’s

Jody Milward

With more businesses than ever before advertising on Facebook™, it’s getting harder to cut through the noise and reach the right audience. This, combined with the increasing cost of ad space, can make it extremely difficult to get a good return on your marketing spend.

Even if you do manage to get potential customers to your website, the statistics say that most won’t make a purchase on their first visit. In fact, some research suggests that a customer needs to see an advertising message at least seven times before they take action.

This is why retargeting has to be part of any successful online marketing strategy.

What is retargeting?

Retargeting (sometimes referred to as ‘remarketing’) is bringing back website visitors who didn’t take action the first time around. It is designed to keep the product or service top of mind and increase the likelihood of conversion.
Retargeting uses “cookies” to target potential customers. When they visit your website, a cookie is added, via special tools, to their browsing history. This allows the tool to recognize them when they visit other sites – like Facebook.
Once you are able to recognize the potential customer, you can target them with advertising that reminds them about your offering and directs them back to your website.

Why is retargeting so effective?

By bringing potential customers back to your website, you get another chance to show them why they need your products or services. Every visit increases the likelihood they will buy, so the more you can bring them back, the more likely you are to make a sale.

Retargeting can also be used to focus on viewers of your content on other websites. This allows you to direct them to more of your content, helping position you as an authority in your field.

How can retargeting help your business?

Retargeting can be one of the easiest and most affordable ways to get your message to the right customers at the right time. However, there are many approaches to retargeting, and not all of them will work for every business.
To learn more about retargeting, including which strategies will best suit your business and goals, I particularly like the features offered by Connect Retarget.

Using this tool, you will soon learn how to start retargeting your highest quality visitors. It will show you how to use advanced behavior-based custom audience building to retarget only your most engaged visitors. I’ve found with my own clients that it also helps them to boost their return on investment significantly.
Connect Retarget allows you to start retargeting your highest quality website visitors today.


I love to share practical information to help you improve your skills, learn something new or help you avoid the mistakes that many Ad Managers and I have made to help fast-track you on your journey as a well-paid and in-demand Ad Manager.