Remarketing gives you the ability to show ads to users who've previously visited your website, as they browse the internet. Google have released this product a while ago but it’s still not commonly used and it should be!
Why you should use remarketing
Remarketing allows you to target potential customers who've previously visited particular pages on your website, giving you a powerful new way to match the right people with the right message.
For example, imagine you’re a travel company, and you’re advertising about deals to Portugal. Users come to your website, browse the offers but do not book a holiday. You then later decide to offer discounted deals to Portugal, how do you reach these users who have already expressed interest in travelling there? You use remarketing. Setup an ad campaign that will only be displayed to the visitors of your website who have looked at Portugal as a destination. Your ad has the potential to appear on millions of websites.
Remarketing can be viewed as a good mix of display advertising that can often have low Click-Through-Rates (CTR) and search advertising that requires the user to be actively looking for your product/service again. The clients that we use remarketing with find they provide a much higher conversion rate than display advertising as well as giving them maximum exposure across the internet to their target market.
What this means in real terms is that you get multiple chances after you have paid for a click on search advertising, to bring that person back to your website and make a sale.
Other examples to use remarketing
I have used the travel company example above but there are many more opportunities for using remarketing and here are a few of my ideas:
Target all visitors to your homepage when you have a sale on
Target visitors to a service page and then promote that service afterwards
For ecommerce websites
Target visitors to a product page and then promote that product afterwards
Target people who have bought from your online shop to get feedback
Target visitors who have purchased a product to sell related items
Of course, it is advisable to monitor, track and report on your activity to achieve maximum return-on-investment (ROI). You can use this information to find out how often you should show your ads to people (it can be limited so you don’t attack one visitor too much!), what type of remarketing ads are working, i.e. upselling, customer feedback, sales and finally to measure the effectiveness of the campaign against other marketing activity.
If this has raised any questions or you would like more information then don’t hesitate to get in touch at firstname.lastname@example.org or call 01325 350857