Retargeting is also referred to as behavioral retargeting or behavioral remarketing. Retargeting allows online advertisers to target consumers based on their previous interactions with their website.
If a consumer visits a website, but does not make a purchase or convert in another way, retargeting is a “reminder” of that website that they visited. Using retargeting methods, advertisers show ads to people more frequently once they have visited the website.
Retargeting advertisements are displayed to the user across the Internet via ad networks that the advertiser buys media from. Once an online user visits a site and shows interest and engages with a particular brand, product, or service that online user is “marked” and are shown banner ads for that brand, product, or service.
There are many reasons why someone doesn’t convert on a website the first time that it visits. Retargeting serves as a reminder to those visitors. Since the visitor has already shown some interest, retargeting advertisements can be very effective and help keep a business top of mind throughout the decision process.