YNOT EUROPE – “Retargeting” is a hot buzzword in the mainstream advertising game. Essentially, the tactic involves repeatedly exposing consumers to purchase opportunities for products in which they’ve previously shown interest, whether or not their visit to a specific website resulted in a sale. The technique can be a powerful sales tool.

Barcelona-based advertising network Exoclick now offers retargeting services to its clients. According to a spokesman for the company, about 2 percent of potential buyers actually complete a purchase on their first visit to a website. Retargeting can bring back a significant number of the others. In one test case, a retargeting campaign increased a men’s health product’s sales by more than 300 percent.

“The conversion rates we see on these campaigns are amazing,” said Exoclick Chief Executive Officer Benjamin Fonzé. “We beta-tested the feature with different products, from webcams to men’s health products, and we saw conversion rates from 300 percent to 600 percent higher compared to standard campaigns, with very high [return on investment] for our advertisers. It is a win-win, as it allows us to generate more sales for our advertisers and increase the value of the traffic of our publishers.”

Fonzé said integration of a retargeting campaign is quick and easy.

“Technically, all you need to do is to place a small, invisible tag in the footer of your site on the page you want to retarget,” he said. “This tag will place a transparent cookie on your users’ computer, allowing Exoclick to retarget these potential customers when they browse other websites. It is extremely simple to set up.

“Retargeting generates greater sales by keeping your brand visible and bringing high-value users back to your site when they are ready to buy,” Fonzé continued. “Every time your customer sees your retargeting ads, your brand gains attraction and more recognition. The high click-through rates and increased conversions that are typical with retargeting campaigns highlight the value of good branding and repeated exposure.”

For more information, visit this page at Exoclick.com.