Retargeting ads is a type of online advertising that can help your brand get additional exposure. It helps you reach the 98 percent of visitors who do not convert immediately, by keeping track of people who visit your site and displaying your retargeting ads to them. Details about how retargeting works are below:

• You place a Javascript tag in the footer of your website.
• The code compiles a list of people who visit your site by placing cookies in their browser anonymously.
• Retargeting vendors display retargeting ads to your potential customers.

There are 2 types of retargeting campaigns:

Awareness: This campaign is useful when you want to re-engage website visitors and inform them about relevant products and features. The ads are typically served to a pixel-based list and the goal is to make prospects aware of your company.

Conversion: The goal of this type of campaign is to get people to click on your ad and take the next step, such as filling out a form. You can measure the effectiveness of conversion with metrics including cost per lead and website clicks.

Retargeting is an ideal complement to Search Engine Optimization and Search Engine Marketing efforts, especially if you have a steady supply of visitors coming to your site. A few optimization tools are:

• Frequency caps on how often your ads appear to avoid overdoing it.
• Retargeting landing pages that are optimized for conversion.
• Pixel placement that allows you to focus on prospects that show a high interest in buying your service or product.

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