Remarketing gives you a second, third, or even fourth chance to make a sale or conversion on your website. As it targets users who have already interacted with the company online, and as such are already aware of the business and its services, digital marketers often see significant results with this tactic.
Remarketing has proven to improve conversion rates significantly. In fact, online tire retailer Tirendo reported a 161% increase in conversion rate using a Google remarketing campaign.
Typically operating on a pay-per-click system, with remarketing you only pay when someone actually comes back to your website. As such, it’s not an expensive form of advertising and it’s also relatively easy to set up. If you’re not already using it as part of your digital strategy, you are missing out on a huge opportunity to generate increased ROI on your campaigns.
What Exactly Is Remarketing?
Remarketing can be a bit confusing at first. Simply put, it targets customers who have already viewed something on your website or shown an interest in your products, by showing them your ads as they browse online, as a means of re-engaging them.
Remarketing works by putting a snippet of code on your website that allows you to identify users that have spent time on your site but have not converted. For example, an e-commerce brand may track their shopping cart pages, so they can target users that abandon the cart before purchase.
Once the targets are identified, the audience is then shown image ads on different websites, social platforms and other online channels. For an e-commerce website, these ads are often customised to show the specific products that the user has already viewed. For other websites, they can show ads based on the landing page that the prospect viewed. By showing the user something that they have already shown an interest in, these ads are highly personalised and relevant.
As they are so relevant and targeted to the user, it’s not surprising that CMO reported that a quarter of customers enjoy retargeted ads. This is because they serve as a reminder of something that is of interest to the consumer, which sparks their interest more than regular ads.
Different Types of Remarketing
There are a number of different types of remarketing campaigns that brands can run to re-engage their customers online. It’s important to understand these different options so that you can choose the most appropriate for your business. The following are some of the most popular options for remarketing.
The most common form of remarketing involves showing an image ad to a user who has already visited your site on other websites and social media platforms. There are two main platforms that these ads can appear on.
Google Display Network
Google offers advertisers the ability to show retargeted image ads to websites on their Display Network. The Google Display Network (GDN) comprises over two million websites and apps, which gives advertisers incredible reach to show people their ads when they are more likely to buy.
Social Media Remarketing
Display ads can also be set up on a number of social media platforms. For example, Facebook and Twitter both offer their own remarketing platforms. With more than 2.2 billion monthly active users, Facebook has considerable reach and is an excellent platform to use to show personalised, relevant ads. In addition, the advantage that social media advertising has over other networks is its ability to apply specific audience targeting based on the in-depth knowledge that platforms have of their users.
With email remarketing, advertisers can target people on their email list as they browse online. Ads can be created based on the specific email that a user opened or clicked, in order to further the consumer’s journey to purchase.
As this audience has already signed up to your email list and opened your emails, they have already indicated that they are very interest in what your business has to offer, as such, they are prime candidates for remarketing. Email remarketing can help you keep your brand on their mind and bring them back to your website when they are a little further down your sales funnel and closer to converting.
In addition to displaying image ads on other websites as part of your remarketing strategy, you can also display text ads on the search engines themselves. With these search remarketing ads, you can target users who have been on your website and are now searching for keywords and phrases that relate to your products or services. This gives your business the opportunity to find potential customers who are actively looking for the products and services that your business has to offer, at the moment that they are searching.
For more information on running a remarketing campaign, get in touch with Digital Squad, a leading digital marketing agency Auckland. We drive sustainable growth with white hat strategies and always make sure you’re on top of the digital game. Whether that’s SEO services Auckland, social media marketing NZ, Google shopping ads or Google remarketing ads, we’re here to help. Give us a buzz, and we’ll grab coffee!