Online advertising is one of the best ways to establish a brand and capture attention. These ads appear on top of the search engine result pages, in the middle of social media timelines, and other such highly visible places. They occupy valuable real estate and are meant to catch audience attention.
However, these ads, although placed in the most prominent places can be ignored, and sometimes don’t bring in enough converting traffic to justify the investment. At YourSocialStrategy.com, we encourage people to invest in remarketing to overcome this obstacle.
What is Remarketing?
Remarketing is the strategy of reaching out to people that have already interacted with your brand in some manner. This can include customers who have converted in the past or prospective customers that visited your website once but didn’t make a purchase. Consider the examples mentioned below:- A customer finds a few appealing graphic t-shirts on a website, completes the transaction, and logs off the website. They see ads from the company marketing similar graphic tees and some trousers or accessories, while searching some other information online.
- A customer places a product in the cart but abandons it and doesn’t complete the transaction. They see ads of the same products on platforms like Facebook, Google, and Instagram.
- A customer goes on Instagram and visits the brand’s profile, but they don’t visit the company’s website. They might see ads of the product they were interested in on other platforms like Facebook and Google.
How Does Remarketing Work?
This process is straightforward and doesn’t require a lot of effort. When a prospective customer visits your website, it places a cookie on their browser. This cookie has a distinctive ID, which is added to your remarketing list. Once the cookie is in place, your remarketing program can track the customer’s movements across different websites. When the customer is on a compatible platform, the cookie will trigger a highly specialized ad that is relevant to their interest. For example, if the customer spent most of their time on a particular product page while they were on your website, you can target them with an ad that promotes that product. You can keep the cookie ID on your remarketing list for as long as you like. Some people will keep cookie IDs indefinitely while others will remove them if the campaign isn’t necessary. For example, if you no longer sell the product the customer was interested in, it’s a good idea to remove the cookie from your remarketing list.Different Types of Remarketing Strategies
There are many different approaches to remarketing, each with it’s own benefits. This is why it’s a good idea to place your eggs in as many baskets as possible when you are using this strategy. Here’s a look at the different types of remarketing campaigns:- Google Remarketing – If you run your campaign through Google Ads, you will reach audiences on all Google properties and the company’s affiliate network. This includes apps on Google Play and websites that agree to post Google ads on their platforms.
- Social Media Remarketing – Social media platforms like Facebook, Instagram, Twitter, Pinterest, and LinkedIn have their own display network. Facebook has over 2 billion monthly active users and Instagram has over 1 billion monthly active users on that platform, so you can see how this could be extremely effective.
- Email Remarketing – This is a campaign for people who have opened your emails in the past. This is a clear demonstration of interest as most people will delete emails they’re not interested in.
- Search Retargeting – Search retargeting displays ads to people who have searched for items that are similar to your products. These audiences may not be familiar with your brand and haven’t visited your website, but are curious about what you have to offer.
- Video Remarketing – If you run a campaign through Google Ads, you can capitalize on video remarketing through YouTube. This strategy allows you to display your video ads to people who have already visited your website.
What Are The Benefits of Remarketing?
As mentioned before, remarketing is a highly effective strategy that allows you to reach a wide audience. It is more effective than regular PPC campaigns and has a high conversion rate. Here’s a look at some of the biggest benefits of remarketing:- Reach Out to Proven Audience – Remarketing targets people who have already expressed interest in your brand or product. You have an opportunity to develop a deeper long-term relationship with the customer through remarketing.
- Personalized User Experience – Modern marketing is focused on personalization and user experience. The most effective campaigns are the ones that are tailored to the prospective customer’s interests. Retargeted ads have specialized text and only display products that customers have already expressed interest in. This gives them a more personal experience and helps make your brand more memorable.
- Niche Targeting – Remarketing platforms allow you to reach a very specific audience. For example, the program can target customers based on their age, gender, occupation, or even their parental status. This narrow focus increases ROI and reduces expenses.
- Different Remarketing Lists – You can create different remarketing lists with different goals or targets which helps keep the campaign organized and improves its overall efficiency.
What is Remarketing?
