A simple explanation or definition of remarketing is:
Placing your ads in front of interested parties who have already visited your website!
This may be oversimplified, but is literally what the process of remarketing entails.
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How Does Remarketing Work?
Any remarketing campaign works on the basis of what we can call a “list”. This list comprises of past visitors to your site. These folks may have visited your site due to an advertising campaign, through the organic search engine results pages, or perhaps even via an offline campaign you may have conducted. Provided they have visited your site, and the respective tracking cookie has been placed on the visitors device during that visit, these interested parties are then added to the list of prospects that can be targeted.
Retargeting or remarketing lists can be tailored very effectively and efficiently. This tailoring or customization is implemented during the campaign setup process and can be adjusted accordingly. Some of the customization options include geographic targeting, contextual targeting, placement targeting and more. This allows for the advertiser to really drill down into specific ad placements and criteria for their advertisements to display. Google provides an overview of their remarketing products here and here.
Remarketing is not limited to any Google advertising campaign, however there are quite a few options available, of which extend outside of Google, and include Ad exchanges and networks that have the ability to access in excess of 50 billion impressions per day. The advertising networks include the likes of Google, Yahoo, Facebook and many more exchanges that allow for the remarketer to specifically target what we like to call “lost prospects“.
So once the site visitor has visited your website, and leaves with or without completing a desired call to action, and the tracking cookie has been installed on the device, the advertiser’s ads will be displayed to that prospect continuously and on a wide range of online platforms, provided of course the prospect meets the desired criteria, as determined at the time of campaign setup. Something that really needs to be stressed here is the Value that you will be getting from remarketing – being that of repetition! The continued exposure of your adverts, and marketing messages to those interested parties go toward branding, as well as familiarity and ultimately building trust with the prospect, until they are ready to make that purchase, pick up the phone and call or submit their details to you via your contact channels.
Why is Remarketing so Effective?
Remarketing, which incidentally is often times referred to as retargeting enjoys a level of efficiency and efficacy primarily due to the fact that the prospect has already shown an interest within your product and / or service. We know this as they visited your site previously, and this is part of the implementation of the remarketing campaign, whereby a cookie is placed upon their device. We as human beings naturally get distracted, and for whatever reason we may leave a website due to these distractions, but that does not mean we never go online again. Rather we continue to interact online, view our emails, visit social networks, news sites and so on. This is where retargeting your brand, products and services comes into play! By repeatedly presenting your offers and advertisements to the end user (who again was previously on your site) brand exposure and awareness is achieved during which familiarity of your brand is being built with the prospect. And ultimately reminding them of your products and services, in which they have already shown an interest!
Thus we have qualified leads to market to, that can be targeted with specific and targeted marketing messages which are relevant to their interests, as established by previous behavior. Due to the highly customized nature of the average remarketing or retargeting campaign you are now in a position to acquire this prospective site traffic for a mere portion of the original cost of getting that site visitor to your website in the first place. Giving you greater control over your traffic at a cost effective solution.
Call Us Toll free at 1-888-744-3020 to discuss your remarketing options!
or complete our simple contact form below!