The phenomenon of retargeting always gets attention as a fun talking point in social circles.
How does retargeting work? When a website visitor goes to your website, a unique cookie is placed on their browser for a certain period of time. When they leave your website and visit other websites, your banner ad will show up on those websites.
These websites are part of Google’s Content Network. These ads can also show up when they use Facebook. What you end up with is a chance to get in front of your website visitors for weeks and months after they last paid you a visit. Cool right?
The right way to set this up is to link your banner ad to a landing page, or a website page that has no navigation and directs the website visitor to take one action - to fill out your form for an ebook offer or discount offer.
Think of it like this: It takes an average of 7 touches before someone will internalize and take action on your call to action. Website retargeting is an opportunity for you to increase the number of touches very easily and cost-effectively. You can set up retargeting with a 3rd party website like AdRoll or directly through Facebook.