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Why Should You Care About Cookies More

Cookies are a delicate subject for the majority of Internet users and a central element behind a wide range of advertising and marketing tactics. Yet, are they gradually dying out as a means of online marketing? The answer to the question is ambiguous. We should first of all ask ourselves how moving away from cookies affects retargeting.

A lot of Internet monsters have already announced new policies, eliminating the use of cookies. Facebook, Google, Mozilla, and Microsoft Corporation are just some of them. So, question is – what happens to marketing as we know it if cookies die out? Will it cease to exist? Most likely – not, but marketers should still get ready for a looming change.

Cookies & Their Retargeting Role

Cookies are the primary reason why retargeting became possible in the first place.

Developers embed special code to their sites that drops cookies into users’ browsers. When a user leaves their site and goes on surfing the net, an ad from a cookie-powered site is displayed on other web pages.

It seems pretty basic, but if we take into account low conversion rates after the first visit, it becomes obvious that users have to be ‘lured’ back. Whereas a traditional ad has an average click-through rate of approximately 0.07%, retargeted one has a rate of 0.7%. On the percentage scale, this is a huge success!

Cookies make it possible to target users who have already displayed some interest in your product or service. This is a marketer’s dream!

It’s funny how Google and Facebook promote privacy and criticize cookies, while storing incredible amounts of information about every user’s private and business activity.

Cookies & Their Retargeting Future

So, if cookies are banned completely, will retargeting cease to exist? No, quite on the contrary. With a number of newly introduced methods and techniques, cookies are no longer an essential part of an efficient retargeting campaign. Device recognition is one of those methods. It has a capacity to increase a number of retargeted visitors by 72%. Another important feature is algorithmic retargeting, making it possible to analyze user activity and ‘feed’ him or her up with relevant ads.

Will we be living in a cookieless world soon? So far, it is not clear; but even if we will, the change will mostly affect small companies that do not have the power to closely monitor user activity.

Retargeting In Numbers

The main goal behind retargeting is to increase conversion. With its help, client conversion rate can be 147% higher.

Apart from increasing conversion rate, retargeting can boost website traffic, increasing its visitation rates by 726%.

On average, 72% of online shoppers emptytheir shopping carts without making a purchase. Unless retargeted, only 8% of those people will be back. If the site uses retargeting, 26% of users are likely to finish their shopping.

The bottom line is that retargeting is a powerful tool in online advertising. Will it become obsolete? Quite possible.The buzz around user privacy can make it happen. Yet, we should not forget that less cookies will mean even less privacy – because of the other, more invasive technologies.

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