What is Retargeting and Why Does it Matter?
SEO is all about helping users find and connect with the most relevant information online. Its usefulness as a sales funnel is another story – as a recent article in Practical Ecommerce puts it, a frequent complaint about SEO is that it drives content and brand visibility without translating to many sales. If this is a familiar story for you, retargeting may be a useful strategy to consider.
Retargeting is an advertising strategy that relies on cookies to display sidebar or banner ads to users across a variety of websites based on their search history. When you retarget a user, chances are you’re nudging them towards a purchase they were already considering.
Retargeting is not without its critics – some complain that the appearance of ads across sites feels intrusive. It’s worth considering whether your brand is conducive to the retargeting experience, or giving it a try to measure up its ROI across your SEO strategy. As I’m fond of discussing, your brand is made by the content you make available to customers – retargeting may just be another way for the right customers to track you down and keep your offerings front of mind.
If you’re looking for ways to expand your e-commerce reach, ASTRALCOM can help. Learn more about our capabilities.