Remarketing is a relatively new form of online advertising that has proven to be effective. It is mostly used by the Google Display Network and Facebook, with each having their own platform with the same premise.
What is Remarketing?
As the name suggests, remarketing involves marketing to the same people who have already showed interests in your brand or product. These people are usually the ones who have visited your website.
It makes sense to target leads that have already shown interest in your brand. There is a reason why such visitors have landed on your page and remarketing takes advantage of that fact.
For instance, a user might have searched for “basketball shoes” and landed on your page. They might not purchase something at their first visit but the intent is there. Remarketing allows you to push your advertisements to the user who visited your site. It works because they might just need a little more convincing before they buy your product.
Remarketing advertisements follow the lead almost everywhere they go on the web. If they visit a site that is part of the Google Display Network, you will be able to show them an advertisement for your site or even a special deal for the product that they have clicked on your webpage. Since they were already searching for “basketball shoes,” they are more likely to convert into customers compared to fresh visitors.
At its core, remarketing is just another form of targeted advertising. You are basically targeting leads who have a higher chance of purchasing your product or subscribing to your service. It is also one of the reasons why it is more effective than other forms of advertising.
How Does Remarketing Work?
If you want to use the Google Display Network for your remarketing purposes, you should install the Google Analytics code on your site. It is a pretty straightforward process. Here is their official guide.
Once you have successfully set up and tested the Google Analytics tracking feature on your website, you just have to wait for the traffic to populate the data on your dashboard. It will allow you to see the demographic and other related data that might be useful in your remarketing campaign.
For Facebook Ads, the social network giant has its own tracking feature called Facebook Pixel. It allows you to do a retargeting campaign even on Facebook itself using tracked data and more. You can also build your own lists depending on the collected data from visitors.
Remarketing goals are not exclusive to making purchases online. It could be used to convince people to join an advocacy or to share brand awareness. For instance, you can push leads to buy slots for a webinar or a real-life seminar through the advertisements.
Setting up the remarketing campaign is not enough to start getting more conversions. You also need to be mindful of the ads themselves that you will be showing to the remarketing list.
They have to be descriptive and enticing. You should not just mention your brand and invite them to go back to your site. Instead, you might pique their curiosity with a special offer. The more attractive the ad is, the higher the chances of it working in converting a lead into a customer.
Of course, remarketing also starts with the inbound marketing you use. If you have a strong search engine optimization and/or social media campaign, you would have more leads for your remarketing strategy.
Remarketing is a powerful tool for online advertising given the right resources and plans. Contact us to know more about how you can take advantage of this digital marketing scheme.