First, what is retargeting? Retargeting is a type of digital advertising that uses cookie data to target ads at users after they leave your website.
According to The Retargeting Playbook, 95–98% of users leave websites without performing the desired business action, whether it be making a purchase, downloading a paper or even registering for an event.¹
Retargeting allows you to focus ads at users who have already expressed an interest in what you’re offering by visiting your website, but haven’t yet performed the desired action rather than blindly showing ads to everyone.
Feathr provides you with a unique Super Pixel that you place on any page of your website that you would like to track users on, and we then display your ads to them as they are browsing around other websites, so you stay at the front of their minds. We recommend placing the pixel on every page of your site-- that gives us and you a larger audience to advertise to, and allows us to better track their path to conversion.
We are also able to track once they go back to your site and register for your event, or perform whatever the desired action was, so that you can see the number of conversions and your ROI from using retargeting through Feathr. For more information on implementing the Super Pixel to begin tracking, read this article.
What is the ideal timeline for retargeting?
The sooner we are able to start tracking users the better. Cookies are browser specific; meaning that if you use two different computers or Google Chrome and Mozilla Firefox, say one for work and one for personal use, you have at least two different cookies that represent your browsing history--one for each browser.
Also, people occasionally clear their cache, and when they do that cookie is deleted, their browsing history is lost and a new cookie is acquired the next time they visit your site. To ensure that we have a large and accurate cookie pool to track when we start the campaign, ideally, 3–4 months before the event starts, we’d like the pixel to be up for at least 3 months prior to that date.
To recap: in a perfect world, the Feathr Super Pixel would be up all 365 days of the year on every page of your website, but if that’s not possible, putting it up 6 months before the event start date gives us time to collect enough data to run an effective retargeting campaign.
How does retargeting affect my site visitors' privacy?
- Berke, Adam, Fulton, Gregory, and Vaccarello, Lauren. The Retargeting Playbook. Hoboken: Wiley, 2014. Print.