Display advertising provides an added layer of brand awareness for potential customers, exposing and informing them of your value and keeping your company top of mind as they browse the web. Retargeting gives you the power to track and follow visitors who leave your website without converting into a lead. Without retargeting, you lose out on high potential leads.
Furthermore, audience segmentation ensures that users are segmented into different groups based on a variety of criteria, such as past behavior, context, interests, geography and demographics, and are delivered personalized ad messaging based on insights about their preferences.
Combining these tactics ensures not only that leads are delivered to you through your website, but they are nurtured through to purchase and even post-purchase, minimizing your time investment per lead and driving loyalty among new and returning customers.