Retargeting ads allow your business to show targeted ads to the users who visited your website and didn’t complete a conversion – purchase an item, fill in a contact form, download a file, etc.

Search Engine Journal’s VIP contributor Brooke Osmundson has published an article explaining how retargeting ads work.

She says, “Simply put, retargeting ads help lead users to the next step in their buyer journey. It’s not just an ad that gets users to “buy now.”

Your retargeting message should not be a rehash of your original marketing message.

Smart retargeting, however, focuses on understanding where your customers are at in their buyer journey and helping them take that next step.

For example, say you are a SaaS company where your goal is to get users to sign up for a free trial.

Your initial strategy is to bid on the terms such as “cloud software,” where you land users on a page that talks about your software and encourages them to create an account.”

How Do Retargeting Ads Work, Anyway?

Search Engine Journal

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