Retargeting for More Conversions | MODsocket

Retargeting for More Conversions

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Retargeting for More Conversions

by Donovan Dillon Contributor

Posted on February 07, 2014 06:12 AM

Retargeting your advertising keeps your company in the mind of the consumer. It is a way to grab a customer who has bounced, a term used for someone who visits a website, yet does not purchase, and encourage them to return to make a purchase. Research indicates that only 2 percent of customers who visit a website the first time make a purchase, while retargeting allows the company to reach 98 percent of those who bounced.


How it Works


Using cookies and a JavaScript code, retargeting enables you to basically follow those bounced customers as they travel throughout the Internet. The small code, which is placed on your website, is unnoticeable to visitors and does not affect the performance of the site. Each time a new visitor arrives on the website, an anonymous cookie is dropped on the user, so that when the visitor travels throughout the web with that cookie, the retargeting provider is triggered to show them your advertisements on other web pages.


Retargeting Statistics


The statistics regarding the efficiency of retargeting are staggering. According to an article on, nearly three out of five buyers in the United States say that they notice advertisements for products they look up on other sites, and 30 percent of consumers view targeted ads positively. One of the most surprising statistics, however, was that retargeting could boost ad response by 400 percent. In addition, 25 percent of those surveyed said that they enjoyed receiving targeted ads because they reminded them of items they were seeking previously. Also consider that the average click-through for display ads is 0.07 percent, the click-through for retargeted ads is 0.7 percent, and retargeted visitors are 70 percent more likely to convert. Clearly it’s easy to see that retargeting is a beneficial way to build sales.


Tips and Suggestions


Choose a retargeting provider, such as AdRoll or SteelHouse, that enables you to build an audience and helps set up audience segments. Use the Custom Audience feature on Facebook to easily create custom audiences based on user data you already have. Facebook allows you to create custom audiences such as:


  • Active – Customers who are active users of your product or services who you think may appreciate advertisements about new products or services. The system also allows you to exclude them in order to save advertising money for new customers.
  • Lapsed – Previous customers who have not visited or purchased for some time. Retargeting is one way to lure them back.
  • Bouncers – For those who visit the site and do not convert, Facebook allows you to target them with specific advertising in order to bring them back to the website.


Statistics prove that retargeting is an excellent tool for converting customers and enticing those who bounce without buying. To learn more about how MODsocket can help take your small business marketing efforts to the next level, visit us at

About the Author

Donovan Dillon is President of Ad Giants - a Next Generation Marketing Services company specializing in software-as-a-service and creative solutions that improve sales and marketing effectiveness. Donovan has over 25 years of marketing, product management and technology planning experience. He was previously head of Marketing for Broadwing Communications, and has held senior marketing and technical positions with Level 3, XO Communications, and ATT.