Most likely you have heard the term “Remarketing” at some point but if you are not sure what exactly it means, then please read on. We will try to explain what it is and why it can be beneficial to your business as simply as we can.
What is Remarketing
You must have noticed that after you visit a website you often begin seeing their ads almost everywhere you go online. You are being remarketed to.
Remarketing basically means to target people who have interacted with your business in some way. Maybe they have visited your website, watched your video, placed an order, contacted you, etc.
This is done by using your website tracking cookies and putting them in lists based on the criteria you set.
The cool thing about Remarketing is that you can do a lot of things with it:
Show Ads to people who have visited your site
One of the most common forms of remarketing is to display ads to people who have already visited your site. This helps your brand to be in the minds of the possible customers during the research phase when they may be researching your competitors.
A more targeted approach to Remarketing ads
You can create specific ads for people who have added your product to cart but for some reason have not finished the checkout process. Maybe they were in a hurry and did not have the time to finish the order. It can be a good idea to remind them about you with remarketing since they already showed that they are interested.
Lets say you have a Cleaning business and offer multiple types of cleaning services – home cleaning, office cleaning, industrial cleaning and cleaning on a subscription basis. You can retarget the visitors of the page of each specific service page with customized ads designed to speak directly to the service the visitor showed interest in. This can dramatically increase the effectiveness of the ad.
Create incentives with Remarketing
Maybe your site visitors left your on the calculate shipping page. You can send them a shipping discount code or offer them free shipping under certain conditions to make sure they come back to you and not go to your competitors. The same can be done if they spend a lot of time on your pricing page and then left your site.
Reengage or Upsell with Remarketing
Remarketing can also be used to upsell your products or services to your existing clients. Lets go back to the Cleaning business example, you can retarget people who have already ordered you home cleaning service and incentivize them to opt in for a subscription. Similar strategy can be used to remind your clients to order again when sufficient time has passed.
Remarketing Lists and Similar/Lookalike Audiences
One of the best things about remarketing is that you can use the same lists of users and instruct Google or Facebook to find similar people to the ones in your lists. For example you can create a remarketing list of all people who have ordered from you and then instruct Google or Facebook to create a similar list of people based on the enormous amount of data those two companies have. This can help you tremendously when you want to scale your business to the next level.
Using Remarketing to reduce costs
You can use remarketing lists not only to target people, but also to make sure you do not target them. Imagine running a campaign with a goal to increase email subscribers. It makes perfect sense to exclude people who have already subscribed so that your ad is not shown to them again. This can reduce your cost substantially.
Remarketing is a very powerful tool and can be used in many ways to improve the quality of your ads, drive more sales and lower the advertising cost of your business.