Remarketing

Marketing Glossary

What is Remarketing?
Remarketing is a digital marketing strategy that targets users who have previously interacted with your website or mobile app but did not complete a desired action, such as making a purchase or filling out a form. By using cookies, marketers can display tailored ads to these users as they browse other websites or social media platforms, reminding them of the brand and encouraging them to return and complete the action.

Remarketing is often referred to as “retargeting,” although they technically refer to slightly different strategies. Remarketing typically focuses on display ads that follow users across the web, while retargeting can also involve email campaigns to reach those same users.

Why is Remarketing Important?

  1. Higher Conversion Rates
    • Remarketing can significantly increase conversion rates because you’re targeting individuals who have already shown interest in your product or service. These leads are warmer and more likely to convert compared to cold leads who’ve never interacted with your brand.
    • Example: A visitor who viewed your product page but left without buying is more likely to purchase if they are retargeted with an ad featuring the same product they viewed.
  2. Cost-Effective Advertising
    • Since you’re targeting an audience that has already interacted with your brand, remarketing campaigns tend to have a lower cost per acquisition (CPA) than other advertising methods. This is because the audience is more familiar with your brand and already has a degree of intent.
    • Example: Retargeting ads often result in higher click-through rates (CTR) and lower cost-per-click (CPC), which helps to maximize your advertising budget.
  3. Increased Brand Recall
    • Remarketing helps keep your brand top-of-mind for users, even if they don’t immediately convert. By continuously showing ads to potential customers, you build brand recognition and trust, increasing the likelihood that they’ll return to complete a transaction.
    • Example: A user who sees an ad for your online store regularly is more likely to return when they’re ready to make a purchase.
  4. Personalized Messaging
    • Remarketing allows for personalized ad campaigns based on user behavior. You can show specific ads to users based on the products they viewed, pages they visited, or actions they took on your site. This level of personalization helps to create a more relevant and engaging experience for the customer.
    • Example: If a customer abandoned their shopping cart, you can target them with ads offering a discount on the products they left behind.

How to Implement Remarketing

  1. Use of Cookies
    • Remarketing relies on cookies to track visitors and their actions on your site. When someone visits your site and leaves without converting, the cookie will track them, allowing you to show them ads as they browse other websites or use social media platforms.
    • Example: A user visits your e-commerce site and views a pair of shoes but leaves without buying them. Later, they see an ad for the same shoes as they browse another site.
  2. Create Custom Audiences
    • Segment your audience based on their behavior on your website. For example, create different remarketing lists for users who abandoned their cart, users who visited specific product pages, or those who have already made a purchase but haven’t returned in a while.
    • Example: You could target users who added items to their shopping cart but didn’t complete the purchase, showing them ads that remind them of the products left behind.
  3. Use Multiple Channels
    • Remarketing can be implemented across various platforms, including Google Ads, Facebook, Instagram, and other display networks. Using multiple channels increases the chances of reaching your audience and improving engagement.
    • Example: A potential customer who was retargeted with an ad on Facebook might see another remarketing ad on Instagram or a related site they visit, creating multiple touchpoints.

Conclusion
Remarketing is a powerful tool for converting users who have already shown interest in your brand but have not yet taken action. By displaying personalized ads across multiple platforms, you can bring these potential customers back to your website and encourage them to complete the desired action, increasing conversions and maximizing your advertising ROI.