What Are The Benefits Of Behavioral Remarketing?
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What Are the Benefits Of Behavioral Remarketing?

Also known as behavioral remarketing or just retargeting, behavioral retargeting is a form of online advertising to the people that visited a certain website, but didn’t make a purchase. The messages are delivered based on potential customers’ previous browsing behavior.

Retargeting has been a very powerful tool for marketers for some time and its forms and uses have become more elaborate. Over the years, retargeting has become a general concept. Now, we hear about on site retargeting, search retargeting, behavioral retargeting or social retargeting. Each term has its specific characteristics and we need to truly understand them so we can develop effective marketing strategies. The metrics are different because they relate to different parts of the sales funnel: site retargeting in the lower-funnel, search retargeting in the mid-funnel and social and behavioral retargeting in the upper-funnel.

What does behavioral retargeting do?

Much like search or social retargeting, behavioral retargeting is directed to building audiences, but the information used for this marketing technique are less connected to facts and more to assumptions. After visitors leave a website without buying, they are shown retargeting ads all over the Internet to persuade them to return and close the deal. The fundamental idea behind behavioral retargeting is to fortify the brand based on personalized messages and give incentives so that potential customers have a good reason for coming back and convert.

The advantages of behavioral retargeting

This Remarketing strategy allows e-commerce websites to build brand awareness, test different landing pages to their future clients and maintain a relationship with them. Also, behavioral retargeting gives marketers the chance to convert those visitors that leave without making a purchase. Furthermore, retargeting software diminishes bounce rate, contributes to lower acquisition costs and increases ROI.

How does behavioral retargeting work technically?

When people visit a website, retargeting marks them with a pixel or a cookie, which does not recover any personal information and doesn’t use spyware. Then these people are served different ads or messages according to their browsing history on that certain site.

When should you use behavioral retargeting?

Well, you can use it when you want to boost brand recognition to earn trust and when you focus your ROI on conversions, not only impressions. Also, this remarketing strategy is very useful when you want to cross-sell and up-sell.

Behavioral retargeting is a simple and powerful advertising technique that generates very efficient results and decreases wasted budget. You get to know your audience and what does it want and this way you increase your chances of delivering the right message at the right time to the right person.


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