Retargeting or Behavioral retargeting is a form of online targeted advertising that responds with like ads based on your search results during a specific period of time. For example, when you search for “round-green-widgets,” based on that search term and your buying behavior, you begin to see ads for the same or similar products. The online marketing targeting option is great for getting your goods and/or services in front of people who may by at the point of purchasing. However, this type of targeting can become annoying if your activity seems to be borderline “internet ad stalking” as opposed to making the potential customer aware of your brand’s value. Instead, you should apply ad frequency capping – limit the number of times that your ad shows to a unique user within a given period of time.
The key to a successful retargeting campaign is to have a scheduled day, time and message to send your ad.
Generally 2% of shoppers convert on the first visit to an online store. Retargeting brings back the other 98%. Retargeting works by keeping track of people who visit your site and displaying your retargeting ads to them as they visit other sites online. – AdRoll
Well planned retargeting campaigns can generate greater online sales (whatever your conversion objective) by keeping your brand front and center and bringing “screen shoppers” back when they’re ready to buy. Every time potential customers see your retargeting ads; your brand gains better traction and greater recognition. The high click-through rates and increased conversions that are typical with retargeting campaigns underscore the value of good branding and repeated exposure.