Content Marketing

What is Remarketing?

Remarketing (also known as retargeting) is a popular digital marketing strategy that delivers ads to people who have already visited your website. These ads can appear anywhere from news websites, to social media sites. And even on video platforms like YouTube.

Businesses use remarketing services to target people who have shown interest in their services or products. Remarketing is highly effective because people who visit your website for the second time are much more likely to make a purchase. In fact, the average conversion rate for first-time website visitors is a mere 2.86%, according to data collected by ecommerce sites. And remarketing can easily double that (and more). 

Are you getting solid traffic, but few conversions? Remarketing services can turn things around. Targeting traffic with personalized ads or sales emails is a great way to capitalize on website traffic. It’s also very cost-effective. 

Remarketing vs. Retargeting

Perhaps a better way of describing remarketing and retargeting is recovery and reactivation. In either case you are trying to recover some of your marketing cost by retargeting and remarketing to individuals who have already had an interaction with your content. 

It really comes down to semantics. But, according to some, and arguably, terms remarketing and retargeting have a slightly different focus. 

Retargeting involves serving ads to website visitors. Remarketing refers to creating email lists of past converters primarily, and sending sales emails to them. Both strategies are excellent ways to remind visitors of their interest in your brand, and move them to the next step in the conversion process. 

One remarketing example, a visitor might interact with your site by downloading a free PDF. When they do they provide an email, which you can add to an email list. Then you can send emails to them, promoting your services, new products, or exclusive deals. 

When retargeting, you “follow” customers with ads using cookies. A cookie will serve specific ads based on terms the user searched for on your site, pages they engaged with, or products they added to their cart. A similar term to describe this is “behavioral retargeting”. This refers to delivering ads to consumers based on what they have shown interest in, or the “behavior” they exhibit while interacting with your website. 

When you contract remarketing services, you’ll be able to use both remarketing and retargeting strategies. Combining both methods is typically the most effective way to reach your target customers and improve your ROI. 

How Remarketing Works

Your remarketing services provider will first work with you to decide what ad platforms you’ll work with. Next, they will set up your campaign and add a piece of code called a javascript tag, or pixel, on your website. When a new user visits your site, the pixel will place a cookie on their browser.

Later on, the user might click away from your website. If they visit a site that hosts ads shown by your ad network provider, they will see your ad. The cookie tells the ad platform which ad to display, based on the user’s behavior on your website. 

In addition, we can save the user’s unique ID to your remarketing lists. A remarketing services provider can help you make many different remarketing lists. Then you can serve specially targeted ads to each list. For example, an educational institution might have a list of visitors to a landing page about their middle school, and another list of viewers of a high school page. In this way, visitors will see ads pertaining to their specific interest. 

Benefits of Remarketing

The benefits of using remarketing services often far outweigh the costs. Viewers who have already shown interest in your organization are more likely to convert. Also, remarketing ads tend to have better CTRs (click-through rates) than regular ads. So targeting previous viewers with ads is a smart way to spend your ad budget. 

For ecommerce companies, the benefits of remarketing might seem more obvious. Retailers can tailor ads based on specific products. But all industries and verticals can use remarketing services to increase conversions and improve ROI. 

Benefits of Using Remarketing Services 

  • Improve your ROI
  • Increase conversion rate by capitalizing on website traffic 
  • Target a high-converting audience
  • Gain more brand exposure and increase brand affinity. 
  • Build trust and be more recognizable to consumers
  • Lower your cost per click. 
  • Remarketing ads produce half the ad fatigue of other ad types. 
  • Ads can be highly targeted and relevant to a consumer’s interests
  • There is a wide variety of channels for ad placement. You can target customers while they browse the internet, read the news, or watch videos, for example. 
  • You can use many different ad formats: display ads, dynamic carousel, search RLSA, etc. 

Can your organization benefit from remarketing services? If you have a website and an advertising budget, then most likely yes! We’ve helped fintech startups, healthcare companies and industries across a range of verticals capitalize on web traffic with remarketing. 

We customize our remarketing services to suit your company’s unique needs. You can run campaigns specifically for users who click certain pages. You can employ retargeting tactics all year long, during certain seasons, or when offering promotions. 

It’s also possible to pick and choose the channels and platforms you want to use. Here are some examples:

  • Display ad retargeting: Use an ad network like Bing, Google, or Yahoo to show ads to people who visited your site and are now browsing elsewhere. 
  • Search retargeting: Target people who previously used certain keywords – with as close to perfect timing as you can get. When they continue to other search engines or social platforms, your ads show to them.   
  • Social media retargeting: Serve ads on social networks like Instagram, Facebook, and Twitter to people who have visited your site.
  • Native retargeting: This type of retargeting targets leads who have interacted with your brand through articles or other content posted on publishing sites. 
  • Email remarketing: Follow up with past customers by reminding them of their interest in your products or services. You can also attract them back to your website by teasing blog posts or offering a special discount. 

Did you know that visitors who have already visited your website will click your ads at 2 or 3 times the rate of new visitors? Research has proven that click-through rates are much higher for remarketing ads than for regular ads. That means more website traffic AND higher quality traffic. Which tends to lead to more conversions. 

Ready to see how retargeting can transform your advertising results? Add remarketing services to your ad strategy today! 

 

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