Remarketing is a powerful marketing tool used by many brands in the online world. In this age of technology, it’s incredible what capabilities lie in the hands of online marketers trying to capture the attention of the millions of users who browse the Internet daily.
Whether they’re reaching out through display ads on various web pages, videos ads shown before the main event, or popups showcased on mobile apps and games, marketers reach out to users constantly, hoping to entice and encourage the engagement of a company’s products or services.
What is Remarketing?
Remarketing, also known as retargeting, is an excellent way to increase brand exposure online. Major companies such as Google, YouTube, and Facebook make great use of remarketing strategies to sell ad space and zone in on repeat visitors. Basically, personalized ad campaigns are created for web users who have already visited the website that are similar to other web pages and content that has been viewed.
Automated technology and coding track a web user’s viewing from website to website and takes note of where they’ve been and what they’ve been searching for. Ads are then placed on those web pages that are catered to the user’s browsing history.
This process allows marketers to put out ads to visitors who they know have viewed their content in previous web browsing excursions. It’s a powerful tool for marketers to take advantage of and entice web browsers to buy into their specific product or service.
To give you a clear understanding of precisely how remarketing is used, here’s an example: Say you’re looking to purchase a new house. You bring up Google on your desktop and type in, “waterfront homes for sale in Miami” and click on the first website you see. You look at a few listings on that website and then close your browser because you are hungry for a snack. While eating, you open up Facebook on your phone and you see listings of Miami, an ad sponsored by the website you previously visited before sitting down. This is an example of remarketing.
How Does Remarketing Work?
Have you ever opened up a web page and had a little box pop up asking if you would accept the site’s cookies? This isn’t a tasty treat they’re offering, it’s a request for your acceptance to their use of remarketing. When you accept these cookies, the site begins tracking the content that you browse and adds you to a remarketing list.
There are different types of remarketing strategies. This includes:
- Standard: This form of remarketing showcases display ads to those who have previously pulled up a web page. These ads are general and can appeal to a wider target audience.
- Dynamic: Dynamic remarketing is similar to standard remarking with one exception: the ads that are showcased using the dynamic strategy are much more personalized. Typically, the ads shown on a webpage will include specific products or brands that the user has recently been searching for and viewing.
- Video: When browsers watch videos on YouTube or other websites, the ads shown before the next video are more specific to their previously viewed content.
- Distribution List: These lists are gathered in the form of email addresses collected when someone subscribes to a newsletter or becomes a member of a brand name’s website. Ads are then shown based off of whatever the user has signed up for.
Remarketing is helpful to both client and company. As a web user, if you’re searching for a specific product, these ads can pop up and display products or services that you haven’t yet discovered. Companies can take full advantage of remarketing to reach out to a greater web audience, drawing more attention to their brand.
What are the Benefits of Remarketing?
As a company, remarketing can be extremely beneficial. There are a number of ways that this marketing strategy has proven to work and is a popular option for brands who do most of their dealings online.
Some of the ways that remarketing can be beneficial include:
Audience Targeting – Google’s display network has over two million websites and apps, other retargeting, such as Facebook Ads, also offer an impressive outreach network and many marketers take advantage of this. Targeting a specific audience can help marketers reach out to visitors who are interested in certain brands and who are more likely to follow up on their search.
Improving Brand Recall – With so much information readily available on the Internet, it’s easy to forget which site you found that amazing deal a few days ago that you decided to think over. Remarketing provides a lovely reminder and can guide you back to your previous searches. This is helpful to companies, as it keeps an ongoing reminder system to potential clients and allows you to remain fresh in the minds of those who may have moved on for the time being.
Reduce Loss – Brand recall and brand engagement are both a part of the strategy to reduce loss. Remarketing brings your brand back into the limelight and allows for second chances to capture a client’s interest. Reduction of loss is obviously a goal to all marketing companies as you are not just preventing the loss of potential clients, but users who return to a website are much more likely to be convinced into conversion.
Maximum Personalization – Personalizing a remarketing list allows a company to take full advantage of this amazing marketing tool. It offers the highest conversion rate possible and the likelihood of potential clients looking further into your brand greatly increases. Personalizing can be done in one of two ways; either you target based on an action (for example, a browser who visits a certain webpage) or based on the amount of time passed since the browser has visited that page.
Improves Relevancy of Ads – Through the use of remarketing, marketers are able to display ads based off of a browser’s previous actions. When focusing on a dynamic remarketing strategy, marketers can cater to a list of users who are already interested in certain products or services. These more specific ads are much more effective than generic ads and have a higher success rate as well.
Increase In Conversion Rates – Users who have already shown interest in a specific brand are more likely to convert if they are exposed to additional ads during their web browsing experience. By carefully choosing where the ads are showcased, companies can have a greater impact on their potential clients. This is most used on the web pages of online checkouts. If a user has made it halfway through the checkout process and then backed out or forgotten to finish, remarketing ads can bring them back to their search and convince them to go through with the sale.
Meet Your Marketing Goals – Remarketing is extremely adaptable and useful in a variety of situations. Whether a brand chooses to create video ads or focus on display ads, their outreach network is immediately extended to a wide audience, allowing them to easily reach their marketing goal and draw in more potential clients.
Whether you realize it or not, you’ve been subjected to remarketing tactics in one way or another over the course of your online browsing. This helpful strategy is beneficial to browsers and brands alike and has become one of the most powerful tools in the world of marketing. The obvious success rate has proven that the strategy is most effective and it’s clear why so many companies take full advantage of remarketing tactics to target and appeal to the many users who scroll through copious web pages every single day.
About The Author
Philip Pasma is the president of Asterisk Marketing, a marketing agency that specializes in real estate lead generation.