When talking about marketing strategies, a discussion isn’t possible without remarketing. An important technique that can boost your sales, improve your business, and achieve your goals; remarketing, or retargeting is vital to your website.
So what exactly is it?
- Remarketing is the technique of serving ads across the internet to customers who already visited your website. So by showing them ads across the platforms the users use most frequently, like a webpage you’re surfing like Quora or Youtube, or social media applications like Instagram and Facebook.
Some of the top remarketing tools that provide us platforms to showcase the remarketed ads include Google AdWords and Facebook Manager. Various platforms provide different solutions so choosing these platforms is an important decision. But they all essentially work on the single concept of remarketing.
How does it work?
- Remarketing is possible due to the magic cast by cookies. An HTTP cookie is a small piece of data that is stored on the users’ computer when they access a service or website. It helps websites remember useful data. So what happens is that, when the user visit’s your website and leaves, an anonymous cookie is saved in the user’s browser.
- When they visit other websites, they are pretty much holding a flashing sign that details the service they were looking for on your site. Now the retargeting partner just shows up on every site they visit and ads related to the searches are shown to them. Thus the user clicks the ad to return to your website.
- These cookies and tags can be tracked by services like Google Analytics and Facebook Ads. They pick up tags on cookies and redirect the ads to what the user searched for. Thus they click on these which takes them to your page and the cycle is complete.
For example, if the user is in need of a new phone case, then they would stop by E-Commerce and look over a couple of options. After this, when they leave, the cookies are already saved and Ad services like Google and Facebook Ads can help you with targeting customers like these. Thus they get targeted ads as a result of this process. It helps you get back the users that left in the middle or were about to convert and thus leads to the completion of your goals. For marketers, this is one of the most convenient ways to get more people to visit your website.
Such a powerful tool has different types of it as well. Knowing what kind of strategy to use is important as well. There are two main types of remarketing techniques, which are standard and dynamic remarketing.
- Standard Remarketing
This type of remarketing shows ads to people who have previously visited your website via the display network. For example, based on the specific pages the user visits your site, you can create generalized ads that cater to these pages. While some ads can be aimed at your blogs while others, are at your products. Thus standard remarketing builds interest and awareness around your brands and services.
- Dynamic Remarketing
Dynamic, on the other hand, show specific products and services that a visitor has previously looked at. For example, if a user browses for a specific item in an E-Commerce site and leaves, then dynamic remarketing uses the data gathered by tools like Google Analytics and targets the user with personalized ads featuring that product. Thus it offers unique ads based on the user’s browsing history.
Why is it important?
- Goal Completion
Your website would be offering different services to different people. It can be blogs or products, depending on the customer that visits your site, the goals are different. Your goals may vary according to the outcome you are looking forward to. It can be signing up for newsletters or getting that conversion. As they are exposed to continuous ads via remarketing, it helps achieve these goals.
- Conversion – The chances of visitors buying your product or service after just a single visit to your website are pretty low. Remarketing is done to target that higher percentage of people who leave. To these people, they are exposed to continuous ads regarding the product. The more they are exposed, the higher the chances of return. This is how conversion rates are affected by remarketing.
- Services – There are many services that include blogs and newsletters as well other than E-Commerce. By knowing the customer behavior, and applying targeted marketing, you can get your clientele to follow your work and even send them content that they might want.
There are plenty of reasons why customers won’t buy something on their first visit. Their conviction might not be strong or they are busy with something else. What remarketing does is that it provides an opportunity for them to return to buy this product. The additional nudge is what remarketing gives to your product. This will increase the chances of customers returning to your page and thus boosts loyalty.
Remarketing is a smart technique that you should be incorporating into your marketing strategies. Whatever your goal is remarketing helps you achieve it in a better way by reminding your customers of their earlier choices.
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