There’s a million little tricks and strategies in today’s marketing world. And when it comes to digital marketing, there’s even more. The internet has opened up an entirely new dimension of marketing. From email to social media, you better have a plan that has a multitude of marketing strategies that creates an entire marketing funnel.

A very important piece to this funnel is remarketing. Think about this: the average initial web site conversion is a little more than 2 percent. So what does that mean? It means that a majority of your conversions are not going to come from those who are visiting your site for the first time.

This means you have to create a game plan to get these people back to your site. Otherwise, 98% of your conversions may never happen.

We like to rely on retargeting as one of our main strategies to get people back. These are the ads that you will see in your search engines and on various sites you view. They can be text ads or they can be images.

For example, let’s say you were looking for Nike basketball shoes. You visited their site, viewed some shoes, then left without making a purchase. Later on that day, you might be on and on the right side, you see ads for Nike shoes.

Well how the heck did the internet know I was looking for Nike shoes?! Kind of scary, right? Actually, Nike has retargeting ads set on their site, so when you visit their site and are searching for something in particular, the site takes note of that and sends you ads in order to bring you back. This is how retargeting ads work.

So how well does it work? Well, here’s some stats for you. Nearly 2 out of 3 U.S. online buyers admitted that they noticed ads for products they looked up on other sites. And people not only notice them, but it typically leads to a conversion. Web site visitors who are retargeted with display ads are 70 percent more likely to convert on your website.

So by now you have a pretty good idea of what retargeting ads are and how successful they are. So let’s take it a step further. Take a look at the video above and learn a few strategies on how to segment and get the most out of your retargeting ads.