Online behavioural retargeting

Online behavioural retargeting

Online behavioural retargeting is a practice by which a web user’s online history is reviewed through the usage of cookies (sadly not the chocolate chip variety) and other online services, to assess any patterns of activity that could indicate an interest in a product or service.

By logging the search-engine usage of these web users and compiling the data gathered, the advertiser is more likely to have their advert placed on the webpages that an individual web user frequents. This obviously increases the chances of conversions, profits and raising brand awareness.

How online behavioural retargeting works
Google alone has around 40,000 searches every single second. With Google accounts registering these searches, behavioural retargeting becomes not only a great deal easier, but also more effective.

Every online user is a potential customer for all businesses to some extent. However as most businesses and brand owners know, the likelihood of making a sale is a lot easier said than done. This process can be significantly increased if effective behavioural retargeting is used within their marketing strategy.

The practice works by using cookies and is a very straightforward process. Typically a JavaScript tag that is invisible, is placed on the footer of the website. This then leaves a ‘cookie’ on every visitor’s browser.

These web users will then be targeted with relevant adverts when they go on to visit other websites. This usually happens through search engines, such as Google. The practice is generally a mutually beneficial transaction between the advertiser, Google, the website and the internet-user themselves.

What are the benefits of retargeting?
Online behavioural retargeting is usually cost-effective. It seeks to convert the remaining 98% of traffic that has visited a website, as sources state only 2% of web traffic converts into sales on the first visit.

By finding and retargeting web users who have already been on their website, the advertiser dramatically increases the chance of a sale being made. This is because the customer has already demonstrated an association with the item and/or service at hand.

Web users may leave websites for multiple reasons; whether it is a bad user experience, unexpected shipping cost or too many details are required, the chance is that you will not get these users back. However there are others who will have left for other reasons; there may have been a distraction around them at the time or they may have noticed they did not have the funds in their bank. These types of people will benefit from being reminded of the items that they were going to purchase, and website they were looking at.

How to utilise online behavioural retargeting
Retargeting is a powerful conversion and branding optimisation tool. It works best when it is used in part with a larger digital marketing strategy.

Marketing strategies involving SEO, PPC and targeted display ads are great for driving traffic, but some web users need a constant reminder to buy.

In order to achieve optimal success it is best to utilise behavioural retargeting with other online and offline marketing strategies.

Read more about online behavioural advertising.

Services we offer:
• Behavioural advertising and retargeting on the web and mobile
• Behavioural advertising and retargeting on social platforms (Facebook and Twitter)
• Online marketing strategies