Retargeting — also called remarketing — is a simple technology that allows you to "follow" your web visitors after they leave your site, all over the web. If you've ever checked out a pair of shoes on a website, and then seen those same shoes appear over and over again as you browsed the web, you know exactly what the tech does. It works because it helps you stay top-of-mind with couples who have visited your site.
Here's how retargeting works, as explained by the pros at the website retargeter.com, "you place a small, unobtrusive piece of code on your website. The code is unnoticeable to your site visitors and won't affect your site's performance. Every time a new visitor comes to your site, the code drops an anonymous browser cookie. Later, when your 'cookied' visitors browse the Web, the cookie will let your retargeting provider know when to serve ads, ensuring that your ads are served to only to people who have previously visited your site."
Because you only pay when someone clicks the ad, it's best to think of retargets like an online billboard. In that sense, they're one of the best values for your wedding marketing dollars: As couples surf the web, you surf alongside them, appearing on pages of all kinds, even national sites that have ad space to fill, but you only pay for the outreach when the customer clicks.