WHAT IS REMARKETING?
Remarketing is a clever way to connect with people who have previously visited your website but did not make a purchase or submit an enquiry. This is done by placing targeted ads in front of a defined audience (an audience that matches your customer persona) on various third-party websites such as news portals and information websites.
There is a high degree of targeting flexibility (IE: where you want your ads to be displayed and to whom they must be displayed to) and you can even filter your banners and ads to show only on specific sites and or exclude specific sites.
Google Remarketing is an ideal advertising tactic, especially where the sales process is long and considered competitive. Executed in the right way, it can be a powerful tool to improve sales conversions and to raise your brand’s exposure.
At Elemental Web Solutions, a lot of our clients find remarketing to be a very cost-effective form of advertising for reminding visitors to purchase their product or service and at the same time increasing brand awareness.
HOW DOES REMARKETING WORK?
Remarketing (or retargeting) is the method of serving ads across the internet to people who have already visited your website. When a visitor is browsing through your website, they land up in a “remarketing list”. The visitor eventually leaves your website to browse other websites. It could be to compare prices, browse Facebook, or watch a YouTube video.
When people leave your website without buying anything, for example, remarketing lists for search ads help you connect with these potential customers when they continue looking for what they need using Google Search. They will be presented with your ads relevant to the product or service they have shown interest in. These ads can be seen on multiple different websites like Facebook, news pages, Yahoo, etc.
For example, let’s say you own an e-commerce business that sells kitchen supplies. You could create a “toaster” remarketing audience based on people who visit the pages of your site where you sell toasters. That way, you can show these specific visitors highly targeted display ads that market your toasters. You already know they are the in-market for toasters, and now you can draw them back (through your ads), perhaps with a special offer such as “free shipping.”
WHERE CAN REMARKETING BE USED?
Remarketing can be used in many scenarios, for example, if you have an online store/e-commerce shop, you might want to target users with adverts (on other websites) who leave their shopping carts without finishing their purchase. You can then entice these users to revisit your website by building a remarketing campaign.
Within the Google Ads platform, you can implement remarketing campaigns on popular channels such as YouTube, Facebook, Gmail and even your local news website (see the example below). Your ads can then direct users back onto your website for a second look at your products and services.
THE BENEFITS OF REMARKETING
Remarketing is a powerful digital marketing tool, that directly impacts the success of your digital marketing efforts, below are some of the benefits.
Improving Brand Recall
Remarketing is a fantastic tool for reminding customers of your brand. This form of advertisement helps create ongoing reminders of a product or service that you offer and provide an instant call to action.
Improved Conversion Rates
Remarketing can help drive visitors back into your website (sales process). Your goal with remarketing is to remind people to complete the action you wanted them to previously complete. Remarketing ads will entice the visitor to take the next step and purchase your product or service. Without a remarketing campaign, they may have left your website and never returned (loss of a potential customer). As a result of remarketing campaigns, your conversion rate is increased.
The ability to target a specific audience with a specific message is powerful. Remarketing ads can be used to communicate to a specific audience by targeting viewers of specifics such as age, gender, demographic areas, etc.
Improves Relevancy of Ads
The reason remarketing works so well is that it gives you as a business owner the ability to deliver ads based on previous activities. Seeing as your ads can contain information relevant to the user’s search behaviour on your website, they might find the second set of ads you serve to them, more relevant, which helps motivate the user to visit your site again.
We’ve found that conversion rates (when visitors to your website complete the desired goal) actually increase the number of users who see an ad within a remarketing campaign. It’s true that click-through rates (the ratio of users who click on a specific link to the number of total users who view a page or ad) decline over time, but those people who do click on your ad, after having seen it a few times already, become twice as likely to convert (either purchase your product or make a sales enquiry).
This allows you to re-engage visitors that are no longer on your website. Remarketing gives your brand a second chance to win them over.
WHY YOU NEED A REMARKETING CAMPAIGN TODAY
Remarketing is an essential tool within the digital marketing suite that compliments other services such as Google Ads and SEO. Successful remarketing campaigns that are designed and executed properly, can have a positive impact in terms of getting lost visitors back to your website which leads to an increase in online traffic, sales and enquiries, ultimately growing your customer base.