What Is Remarketing And Why Is It Important For Your Business?

We’ve all heard of marketing. It’s how businesses try to compel people to visit and buy their products or services. This can be done in a variety of ways, from general advertising to e-mail campaigns to social media, and more. And even those can be done in different ways. So what, then, is remarketing? And why is it important?

Remarketing, also known as retargeting, is the practice of marketing to or targeting people who have previously shown interest in your business or website but left without converting. A conversion from them can either be making a purchase, asking for more information or taking some other desired action. Remarketing allows you to place targeted ads before a desired audience (those who had previously visited your website) while they are browsing somewhere else on the internet. The ad can be for your site alone, or for a particular item the visitor in question may have looked at.

Incredibly, a majority of the people who visit a website leave without converting, and about half of the visitors tend to visit a site a few times before making a purchase. Many online shopping carts get abandoned over time, and over half of the items left in carts don’t get bought. Understandably, then, when a person visits your website and leaves without making a purchase, you run the risk of losing a potential sale. There could be many different reasons as to why they left without buying something.  Remarketing is an affordable and effective option that gives you the chance to reengage with potential customers by allowing you to target specific people who have visited before and shown interest in your business, thereby increasing its effectiveness by saving you advertising costs and also increasing your return on investment.

Remarketing is rather easy and straight forward to set up, generally just requiring a script to be added to your website. Once that is done, you can start developing your remarketing campaigns. If you use Google for remarketing, your ads will be managed by and are shown on websites that your targeted audience visits that accept Google ads. With Google remarketing, cookies are added to your visitors’ machines when certain criteria are met. Their cookie ID is then added to your remarketing list. You can even have different lists designed for different criteria.

When remarketing, a few things to keep in mind are:

• Know who your target audience is
• Keep your offer and landing page consistent – many customers will feel misled or lied to if they click a link for an offer but don’t see the offer when they get there.
• Don’t remarket on low-performing websites
• Stop showing ads to buyers – but depending on your type of business, you may want to start remarketing to converted users at a later date.
• Don’t be too aggressive – you don’t want to come off as seeming creepy to your target
• Test, test, test – this lets you see what does and doesn’t work

If you do your remarketing effectively, you will have a cost-efficient way to play off your standard marketing efforts and increase your sales.