You may have experienced this before — you were shopping online for something as simple as a pair of shoes, and on the next website you visited, there was suddenly an advertisement for those very same shoes. How could that have happened? Was it the result of internet magic?
The answer is not quite as exciting as that — it’s a type of digital marketing campaign known as remarketing.
What Is Remarketing?
Remarketing, also known as retargeting, is a type of digital advertising that targets customers who have visited your site. Advertisers display ads to visitors who have abandoned their site based on prior engagement.
Convincing people who visit your website to take action and convert typically takes more than one visit. Remarketing provides you the opportunity to bring back indecisive customers with tailored ads and offers that relate directly to their experience on your website. Using remarketing, you get another chance to convert those potential customers.
How Does Remarketing Work?
Remarketing allows you to segment your previous site visitors and deliver relevant ads based on the actions those visitors took on your site.
Below are the most important elements of how remarketing works:
- Display ads on other sites for customers who have visited your website
- Show product information that is related to what those customers viewed on your website
- Use a browser cookie to track visitor actions
At its core, remarketing is based on showing relevant ads to potential customers who have visited your website. These ads appear after they have left your site and are browsing elsewhere. For example, if I want to paint a room in my house, I may visit interiorpaint.com but ultimately decide that I’m not ready to buy the paint. Remarketing allows interiorpaint.com to use a cookie that displays ads related to the items I previously viewed on their site. These ads will be displayed on various other websites throughout the Internet, not necessarily ones related to paint.
If remarketing works correctly, the ads I see while browsing will convince me to return to interiorpaint.com and purchase that paint. Since I have already shown interest in their paint, I’m much more likely to convert. Remarketing allows advertisers to recapture lost traffic and speak to the 95% of site visitors who have not made a purchase.
When creating ads for your remarketing campaign, it’s a good idea to experiment and see what works best. Below are a few general best practices that should help you get started:
- Create multiple lists with different durations and frequencies in order to find the best combination.
- Use A/B testing to determine which types of ads are the most effective.
- Use custom combination lists to help improve the quality of your target audience.
- Measure your performance.
Remarketing is only effective for reaching people who have already visited your website. This means that you need to increase your initial site traffic through search engine optimization and other digital marketing campaigns. Remarketing is one of the most effective ways to complete unfinished conversions and keep your potential customers coming back to your website.