What Is Remarketing?

Have you ever scoped out a website only to see an ad for it a few seconds after you jump over to another site? Have you ever noticed ads for sites you were perusing pop up on your Facebook feed? This is actually a form of digital marketing called remarketing. It’s a simple and cost effective way to market to and to connect with potential customers. 

Let’s take a closer look at what remarketing is, how it works, and how it can help your business grow.

Remarketing Defined

Remarketing, also known as retargeting, allows you to deliver personalized, relevant ads to people who have previously visited your website. 

Because most people won’t typically convert to paying customers the very first time they visit your business’s website, it’s essential that you follow up with them. And, retargeting is the perfect way to do this because it allows you to follow up with them via targeted ads.

How Remarketing Works

Remarketing is not as complicated as it sounds. You simply place something called a remarketing tag, which is just a piece of HTML code, on the different pages of your website. Then, when potential customers visit your site, a cookie is saved in their browsers, and they are automatically added to your lists. Once they leave your site, your campaign becomes triggered, and your follow up ads are displayed while these potential customers are going about their other internet business.

Google AdWords and Facebook are two of the most popular tools for managing remarketing/retargeting campaigns because of the size of their reach. These tools provide control over who and how you target your ads, so you can reconnect with your potential customers at the right place and the right time. 

Plus, both of these platforms provide detailed metrics on how your retargeting ads are performing, so you can see how effectively you are using your advertising budget and if you are meeting your marketing goals.

Remarketing is a great way to indirectly contact potential customers by reminding them that your business and your products exist. 

Remarketing and PPC

When used as a component of your pay per click (PPC) advertising campaigns, remarketing can make your online advertising efforts a lot more effective. 

While traditional pay per click (PPC) advertising relies on keyword searches to deliver ads, remarketing can help you get the most bang for your advertising buck by directly targeting users who have already expressed an interest in your business.

Benefits of Remarketing

When done correctly, retargeting can help your business in several ways, including:

• Building brand recognition
• Driving repeat traffic to your website
• Increasing your sales
• Turning old bounces into new customers
• Expanding your audience 
• Maximizing your marketing budget

Tips for Effective Remarketing Campaigns

The key to a successful remarketing campaign is to make it personal. You want to start by creating focused remarketing lists based on the actions visitors take on your site. For example, you might have different lists for: 

• People who visited certain pages 
• Visitors who viewed certain products
• Potential Customers who abandoned their shopping carts
• Customers who completed a purchase

These lists enable you to reach the right audience with the right message. Once you have your lists, you can create ad campaigns targeted to them. 

In addition to customizing the messaging, you can also determine:

• When your ads are triggered
• Where and how often your ads are displayed
• How long users continue to see your ads

After you launch a campaign, reviewing the metrics can help you understand what strategies work best. Additionally, many tools allow you to run A/B testing, so you can compare the performance of one ad against another. This testing will assist you in determining what works best for your customers.

EmoryDay Can Use Remarketing To Help Your Business

At the end of the day, no business has a 100% conversion rate. And, most website visitors won’t convert to paying customers the first time they visit your site. So, following up with targeted ads through remarketing makes it more likely that those visitors will ultimately become customers.

Learn how the team of marketing professionals at EmoryDay can help your business! Get started with a remarketing strategy that increases brand awareness and turns your website visitors into paying customers. Start your FREE trial today!