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  • Writer's pictureRebecca Hourihan

What is Retargeting?


Retargeting is a form of online marketing by which online advertising is targeted to consumers based on their previous Internet actions.

Aka - Smart ads following you around the internet.

Let’s say you’re shopping for a new pair of sneakers. You visit a few websites and find a shoe that you like, but before you purchase, you get an email and you’re back to work, leaving the sneaker in your shopping cart. Then, all of a sudden you notice that pair of shoes showing up everywhere: in your web searches and on the right side of the ESPN page. That’s retargeting.

Essentially, when you visit a website that has a retargeting campaign activated, the site cookies your browser and then is able to place targeted ads (like the sneakers) on the other websites you visit. Each time you go to another site that has available ad space, boom, there they are again. Following you around on the internet. It’s very useful marketing tactic because those shoes are now constantly top of mind reminding you – Hey! Over here. Buy me now.

Well, you can do that too. It’s a retargeting campaign.

To get started, you have to drive traffic to your site. Yes. This is often one of the most difficult challenges. Retargeting campaigns only work if you have regular traffic. (See blog How to increase your website traffic to increase your 401(k) plan business.)

To set up the campaign, you will need and setup all of the backend connections, key words, and graphics. You may need to contact a marketing or technology firm for this step, if you need help building your retargeting campaign, we can help with all of this.

During your campaign you’ll receive reports of site visitors and digital ad impressions. That means how many people saw your ad appear on their web browser. Pretty cool, right?

Retargeting is another great way to build brand awareness, advertise your company and promote the benefits of working with an expert 401(k) advisor.

Thanks for reading and Happy Marketing!

About 401(k) Marketing

We believe the retirement plan industry can do better. Our clients are the best professional retirement plan advisors and TPAs in the business. They care deeply about saving America’s retirement future. We are proud to share their voices through industry writings, professionally-designed marketing materials (including websites), and expert content collateral. We lend support by promoting businesses through ongoing awareness campaigns.

About Retirement Plan Marketing

Retirement Plan Marketing is a product of 401(k) Marketing and is an ongoing turnkey marketing solution for retirement plan advisors. It is an easy-to-follow, consistent marketing program designed to get you noticed in your community and generate new retirement plan sales. When you deliver relevant plan sponsor content, you add value to your conversations and can work your way up to become known as the “go-to” retirement plan advisory office.

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