What is Remarketing?
Remarketing, also knows as Retargeting, is a form of online advertising that allows companies to target their advertisements to users who have previously visited their website or interacted with their brand.
When a user visits a website, a cookie is often placed on their device, allowing the company to recognise the user if they return to the site in the future. Retargeting works by using this cookie data to serve targeted ads to the user as they browse the web. For example, if a user visits an e-commerce website and adds an item to their cart but doesn’t complete the purchase, the company may use retargeting to serve ads for that specific product to the user as they continue to browse the web in the hopes of converting the sale.
Retargeting can be an effective way for businesses to increase brand awareness and drive conversions, as the ads are served to users who have already shown an interest in the company or its products. It can also be a cost-effective way to reach potential customers, as companies only pay for the ads when they are clicked on.
How is Remarketing conducted?
There are several ways in which remarketing, also known as retargeting, can be conducted:
- Display ads: This is the most common form of remarketing, where targeted ads are served to users as they browse the web. These ads can be in the form of banner ads, pop-ups, or native ads.
- Social media ads: Remarketing can also be conducted through social media platforms, such as Facebook and Instagram. Companies can use social media retargeting to serve ads to users who have previously interacted with their brand on social media or visited their website.
- Search ads: Retargeting can also be done through search ads, where targeted ads are served to users as they search for specific keywords on search engines like Google.
- Email marketing: Companies can use retargeting in conjunction with email marketing to serve targeted emails to users who have previously interacted with their brand or visited their website.
- Mobile app retargeting: Companies can also use retargeting to serve ads to users who have downloaded their mobile app or interacted with their brand through the app.
There are several different ways in which companies can conduct remarketing to reach their target audience and drive conversions. It is often most effective when used in conjunction with other marketing strategies to create a comprehensive and cohesive marketing plan.
Watch this video on successful remarketing campaigns: https://www.youtube.com/watch?v=xJ27oRpptyU
What are the benefits of Remarketing?
There are several benefits for businesses conducting Remarketing campaigns:
- Increased brand awareness: Retargeting can help increase brand awareness by serving targeted ads to users who have previously interacted with the company or its products. This can help keep the company top-of-mind for potential customers and increase the chances of making a sale.
- Higher conversion rates: Retargeting can be an effective way to drive conversions, as the ads are served to users who have already shown an interest in the company or its products. This can increase the likelihood of making a sale and improve the overall return on investment for the business.
- Cost-effective: Retargeting can be a cost-effective way to reach potential customers, as companies only pay for the ads when they are clicked on. This can help businesses save money on their marketing efforts while still reaching a targeted audience.
- Customisation: Retargeting allows businesses to customise their ads and targeting to specific users or segments of their audience. This can help improve the relevance of the ads and increase their effectiveness.
- Easily measurable: Retargeting allows businesses to easily track and measure the effectiveness of their ads through metrics such as click-through rate and conversion rate. This can help businesses optimize their campaigns and improve their overall marketing efforts.
- Improved customer acquisition: Retargeting can help businesses reach new customers who have shown an interest in their brand or products. By targeting ads to these users, businesses can increase the chances of acquiring new customers.
- Increased customer loyalty: Retargeting can also be used to nurture relationships with existing customers. For example, a company could serve targeted ads to customers who have made a purchase in the past, encouraging them to return to the site and make additional purchases.
- Increased website traffic: Retargeting can help drive traffic back to a company’s website by serving targeted ads to users who have previously visited the site. This can help businesses increase the number of visitors to their site and potentially drive more conversions.
- Increased customer engagement: By serving targeted ads to users who have previously interacted with their brand, businesses can increase customer engagement and encourage users to take further actions, such as signing up for a newsletter or following the company on social media.
- Cross-selling and upselling: Retargeting can also be used to cross-sell or upsell products to customers. For example, a company could serve targeted ads for related products to users who have already made a purchase, encouraging them to buy additional items.
Some best practices to consider when engaging in Remarketing:
- Segment your audience: One of the benefits of retargeting is the ability to customise your ads and targeting to specific segments of your audience. Consider dividing your audience into groups based on factors such as their location, interests, or previous interactions with your brand. This can help improve the relevance of your ads and increase their effectiveness.
- Set clear goals: Before launching a retargeting campaign, it’s important to set clear goals for what you want to achieve. Are you looking to increase brand awareness, drive conversions, or both? Setting specific goals will help you measure the success of your campaign and optimize it for maximum effectiveness.
- Use relevant and engaging ad copy: The ad copy you use in your retargeting campaigns should be relevant to the user and engaging enough to grab their attention. Consider using strong calls to action and personalised messaging to encourage users to take action.
- Test different ad creatives: It’s important to regularly test different ad creatives to see which ones perform best. This can help you optimize your campaigns and ensure that you are using the most effective ad creatives to reach your target audience.
- Use retargeting in conjunction with other marketing efforts: Retargeting can be an effective tool on its own, but it can be even more powerful when used in conjunction with other marketing efforts, such as email marketing or social media advertising. Consider integrating retargeting into your overall marketing strategy to create a more comprehensive and cohesive plan.
- Monitor and analyse your results: Regularly monitoring and analysing the results of your retargeting campaigns is key to their success. Use metrics such as click-through rate and conversion rate to gauge the effectiveness of your campaigns and make adjustments as needed.
Remarketing is a valuable tool for businesses looking to increase brand awareness, drive conversions, and reach their target audience. By targeting ads to users who have previously interacted with their brand or visited their website, businesses can effectively reach potential customers at a lower cost and increase the likelihood of making a sale. By following the best practices above, businesses can ensure that their marketing campaigns are effective in achieving their desired goals.