Remarketing is a strategy that allows us to target specific people through a range of criteria, people who performed a certain action on your website or who just visited your website altogether…
Unless this is the first time you have ever heard about marketing, you know that we need to be able to adjust our approach according to the audience we are trying to reach.
Remember that most users are not ready to subscribe, register, or buy right away. They want to do their own research before they decide upon anything. This is the starting point for their buying process. Remarketing allows you to remind someone who came on your site for a specific purpose exactly why they were there in the first place. Because they are now familiar with your brand, an ad that targets their interest will have a larger impact.
The impact of remarketing
Anyone who is proficient at marketing will tell you that the difference between success and failure as far as campaigns are concerned (be these digital or otherwise) is proper targeting and segmentation. What better way to segment and target people than by making sure that you target those people who have shown an interest in your product or service recently? This is exactly what remarketing does – and precisely why it can be so effective.
The remarketing ads themselves are nothing too special. The ads are shown on Google’s extensive display network and consist of text ads, video ads, animated images, or static images. The secret here is the targeting mechanism. You can serve ads to specific segments of people who have taken some sort of action on your website; these changes are easily adjustable through AdWords Remarketing campaigns.
How does it work
How does remarketing work on a technical level? Your website is going to drop an anonymous browser cookie each time that you have a new web visitor. Whenever that same visitor browses websites during a specified timeframe, the cookie is going to remind your remarketing ad service provider to deliver a specific ad from your website. The key aspect here is that those ads will be served on other websites than your own – meaning you can generate a conversion without having to bring your visitor to your own website: it can happen everywhere on the web.
Think of it as a waiter who remembers your favourite food at a restaurant. They know what you are interested in and are going to offer you that right food or drink right away, even though you are free to make other choices.
The different types of remarketing
There are a number of different options when it comes to remarketing. These are the four most prominent aspects of remarketing that you need to be aware of:
Because this is so straightforward, it is one of the more popular forms of remarketing. One example might be someone leaving your website and later coming back. Remarketing would be displaying a specific ad that targets their original interests.
This form of remarketing only targets those users who use specific keyword/phrase requests. It is likely that these users are looking for a solution or more information, they are actively displaying an interest in your industry.
Social media marketing
It is possible to show remarketed ads on social networks as well, a bit different than doing it through the Google Ad Network. This might mean that if the user goes to your website and goes to Facebook right after, an ad for your previously visited website will pop up on Facebook.
Users with email clients such as Yahoo Mail or Gmail will notice contextual ads that change depending on the content of the email.
In our next article, we are going to talk about the different benefits that you can get from remarketing, how it benefits your business and can affect your customers purchasing decisions.