The Case for Retargeting Ads
What is Retargeting?
Retargeting is a cookie-based strategy that keeps your brand, name or issue in front of your audience as they traverse the web.
How Do Retargeting Ads Work?
Retargeting ads begin with a pixel or code that is put on your website. It won’t interfere with your website at all, but when visitors land on your site, the pixel will collect their browser cookie. Those anonymous browser cookies are what will be used to serve ads to your website visitors after they leave your page and are surfing elsewhere on the web.
“Political campaigns are unique in advertising because the period to influence a voter is very short, often months or just weeks. Remarketing ads are another tool in your toolkit to increase the frequency of those ads in that quick window.”
– Reid Vineis, Majority Strategies, Director of Mobile Operations
First, you need to get visitors to your website. To do that, you need click “bait” in the form of good, quality content that entices your target audience to visit your website. Mobile advertising, desktop advertising, social media advertising, and social media content are all ways to drive traffic to your website from a targeted audience. Even print advertising can encourage clicks – a USPS study reported over 60% of print catalog recipients were influenced to visit the listed website.
“Remarketing ads are my favorite because not only are they good for reminding people who you are and what you stand for on a regular basis, but they can be powerful mobilizers when used in conjunction with fundraising campaigns, and during early voting or on election day.”
– RJ Caster, Majority Strategies, Director of Digital Operations
On the Line
Retargeting ads remind visitors of your brand or name and their experience on your site. These retargeting ads can quickly help you gain the number of impressions you need in coordination with your other digital and print advertising plans to create recall and persuade and motivate your audience to take action.
Read more about creating the number of impressions need to develop familiarity and the science behind delivering a message.
“Be sure to think about remarketing ahead of time. It takes some time to build an audience so work with a partner early on to set up the campaign. This way you will be ready to deliver ads as soon as you begin working to drive traffic to your site through digital and print advertising. “
Ready to get started? Start here.