Have you ever visited a website and then noticed as ads for that business follow you after you leave? Coincidence, right? No. That’s remarketing, a simple and cost effective tool to help you connect with potential customers. Done correctly, remarketing can help you build brand recognition, drive repeat traffic to your website, and increase your sales. And if it’s not already a part of the digital marketing strategy for your business, it probably should be.
Let’s take a closer look at what remarketing is, how remarketing works, and how it can help your business grow.
What is Remarketing?
Remarketing, also known as retargeting, enables you to deliver personalized, relevant ads to users who have previously visited your website. Most website visitors won’t convert to paying customers the first time they visit your site. Following up with targeted ads makes it more likely that those visitors will become customers in the future.
Used as a component of your pay per click (PPC) advertising campaigns, remarketing can make your online advertising efforts 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.
How Remarketing Works
It’s actually quite simple. You place something called a remarketing tag – which is just a piece of HTML code – on the pages of your website. When potential customers visit, a cookie is saved in their browsers, and they are added to your remarketing lists. Once they leave your site, your campaign is triggered and your follow up ads are displayed.
Google AdWords and Facebook offer two of the most popular tools for managing remarketing 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. In addition, both provide detailed metrics on how your ads perform, so you can see how effectively you are using your advertising budget and if you are meeting your marketing goals.
Tips for Effective Remarketing Campaigns
Remarketing is most effective when it is personal. That personalization starts with the creation of 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 or products, for people who abandoned their shopping cart, or for 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 your lists. In addition to customizing the messaging, you can determine when your ads are triggered, where and how often your ads are displayed, and how long users should continue to see your ads.
After you launch a campaign, reviewing the metrics can help you understand what strategies work best. In addition, many tools also allow you to run A/B testing, so you can compare the performance of one ad against another to determine what works best for your customers.
Learn How Remarketing Can Help Your Business
Incorporating remarketing into your digital marketing strategy can help you improve your brand recognition, increase website traffic, and ultimately, help you reach your customers when they’re ready to buy.
As a business owner, you want to use your marketing dollars as effectively as possible.
A smart remarketing strategy offers a proven and cost effective way to reconnect with your 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.