Ever seen an ad for a website that you have just visited follow you around online? This is the power of remarketing. Your prospective client has shown their interest in your offering and now the magic of the internet just knows they need to see ads for this specific product.
Read DMM’s article on remarketing to learn how it works and what benefits it offers you.
Remarketing is a marketing technique that collects the data from visitors to your website. Then it targets them with ads after they have left your website. This is done by the website placing cookies on the visitor’s device that ads them to a specific remarketing list. This means that your ads are served to a qualified and targeted audience that has already expressed an interest in what you have to offer. It is cost-effective and gives you many more opportunities for ads to get in front of the potential customer than traditional ads.
While remarketing ads tend to have a lower click-through rate than ads they do help drive conversions through brand awareness and top-of-mind marketing. It has been found that a lot of people will see the ad, and without clicking on it go directly to the website to complete their transaction. It is thus a powerful tool to add to your marketing mix.
We talk about remarketing, as this is the term used by Google Ads and Facebook Ads to refer to this type of marketing. In marketing terminology, you will find that this type of marketing is called “retargeting” while remarketing is targeting customers via email. This is especially useful when cart abandonment follow-up offers or upsell/cross-sell emails are used. However, since these terms have become synonymous over time we will continue to refer to remarketing only in this article.
Where can remarketing be done?
Remarketing is available on a variety of platforms, most notably Google and Facebook. These ads are available as text or image display ads. Of late, video remarketing is also becoming more popular.
With Google, you have flexibility in how, when and where an ad is served through the remarketing list. You can also track the performance of your remarketing list within Google Analytics, and use view-through conversion measurement to see where a conversion originated.
With Facebook remarketing, you can create a similar remarketing campaign to Google. Within the Facebook ads platform, you can also generate smart lists of “lookalike audiences” that is similar to your organically generated audience list.
For the ads to be effective, you need to make sure your ad copy is highly targeted to where the prospect is in the buying cycle and that you lead them back to your website for their purchase. There is
Platforms that allow for remarketing/retargeting include:
- Google Ads
- Yahoo Gemini
Remarketing is a simple yet effective way to maximize the benefit of your marketing efforts. You already spent time and money to get people to visit your website. They thereby have shown interest in what you have to offer. It only makes sense to continue to market to them until they have actually completed a transaction. The return on investment for remarketing is so high that it would be foolish not to invest a tiny portion of your marketing budget into remarketing.
Talk to us about implementing your remarketing strategy today.