Retargeting, also known as remarketing, is a form of online advertising that can help you keep your brand in front of online traffic after they leave your website. For most websites, only 2% of web traffic converts on the first visit. Retargeting is a tool designed to help companies reach the 98% of users who don’t convert right away. It is a powerful branding and conversion optimization tool, but it works best when it’s part of a larger digital strategy and used in conjunction with inbound and outbound marketing. Strategies involving content marketing, AdWords, and targeted display are great for driving traffic to your web site, but they don’t help with conversion optimization. While retargeting doesn’t drive people to your site, it does help increase your conversion rate allowing you to get the most out of your online traffic.

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