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May 04

Why you should be using remarketing in your digital marketing plan


In: Strategy Insights

No digital marketing campaign is complete without a remarketing component. It’s that simple. If you think you’re all set with your marketing campaign, take a second look, if you don’t see some language or line items for remarketing, you are nowhere near ready.

“Why do I need to worry about remarketing?” you may ask. I’ll answer you the only way I know how: through fear and intimidation.

Imagine you just launched your big new expensive marketing campaign. This puppy is fully integrated. It’s got everything! TV, print, digital, every media you can think of. And all those media are point right to the websites. Now let’s say a user gets to the website. They load up their cart and just before they convert they leave never to return again.

Kind of scary, huh? The idea that you could spend a ton of money getting someone to come to your site, they’re one click away from converting and then... nothing. They just leave.

Now there’s not a whole lot you can do to keep someone from leaving your website (short of using chains or very elaborate knots). I mean, life happens. A crying baby, an unexpected phone call -- any distraction and poof they could be gone. You can’t control them leaving... but you can control the process of reminding them that they were on your site in the first place. All it takes is a popular marketing technique known as remarketing (it’s also called retargeting).

Remarketing is a technology that allows you to place a cookie on every visitor that comes to your site. The cookie is then used by advertising networks (like Google) to show your advertisement on any site within that network. So for example, lets say you run a Google remarketing campaign. A previous visitor to your site might see your ad on Pandora, Mashable and other sites in the Google network.

Now you might be asking yourself, “Geez... that’s pretty nifty... but why else should I use remarketing?” Well let me drop some knowledge bombs down for you.


1. It’s fairly easy to implement

Whether you use Google’s Ad Network (the largest ad network online), or a more targeted network it’s pretty simple to get started with basic remarketing. Just use the network’s tools to generate the proper cookie, place that cookie on your website, associate some ads with the campaign and bingo you’re remarketing! Now I’m sure some people reading this are going, “But Jason it’s really not that easy! You’re forgetting X, Y and Z.” Well, sure you can get more complex and strategic about remarketing to make it more powerful, but you don’t need to do all that just to get started. Even implementing basic remarketing can dramatically improve your site’s performance.


2. Remarketing significantly increases ROI

Depending on the network you choose for your remarketing campaign, you can structure that campaign on a CPM (cost per thousand impressions) or CPC (cost per click) basis. Both structures have their pros and cons, but either way I’ve found that remarketing campaigns cost significantly less than traditional SEM (search engine marketing) campaigns.

Now what does this mean for your ROI (return on investment)? Think of it this way. Let’s say that you spend on average $6 to get a visitor to come to your website one time. They don’t convert. You’ve spent $6 without receiving any direct revenue. Now lets say that you remarket to that individual. The remarketing cost for the individual to see your ad 3 times is $1. The third time they see the ad, they click over to your site and buy something. In the first scenario you spent $6 for an average cost per visit (1) of $6. In the second scenario you spent $7 for an average cost per visit ($2) of $3.50. You strengthened your brand identity with that person and were able to push them into your sales cycle for a much lower cost per visit. Plus, keep in mind that all things being equal, the more touchpoints an individual has with your brand, the more likely they are to convert.


3. Stronger segmentation

Remarketing cookies allow you to target your audience in a variety of ways. This is what separates the dabblers of remarketing from the experts. By segmenting your audience based on their onsite behavior and actions, you can change the messaging in your ads based on who is seeing them. For example, the message you want to communicate to someone who abandoned the sales process might be your general sales message. But for someone who completed the cycle, you might have a different message or want to cross-sell them on a different product. Unlike print, TV or radio, you can actually segment these audiences and show them two different messages that speak both to their needs and your goals.

You don’t even need a e-commerce site to get this level of segmentation. Instead of remarking with generic ads, you can segment your ads by your different audiences and market to them directly with specific messaging and tailored call to actions.

Do you use remarketing? If so leave us a comment and let us know how it fits into your marketing campaign.


UNION is a full-service digital agency. We create experiences that help brands thrive. We believe to be relevant in today’s marketplace, brands must lead with a digital-first philosophy. We craft engaging digital experiences and integrated campaigns that are built on strategy and driven by data. At the heart of what we do is help brands create meaningful and enduring relationships with highly connected consumers.

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