A lot of folks have been asking and talking about remarketing in Google, and quite a few do not understand the underlying mechanisms or even the point of remarketing in general. First lets make it clear that remarketing is not limited to only Google, but can be integrated in a wide variety of platforms (or also known as ad exchanges). This includes the likes of popular social networks, which include Facebook, News sites, shopping sites and many more!
This will be kept as simple as possible to illustrate the overall process of remarketing.
Remarketing in General
Within a general perspective remarketing offers the advertiser the opportunity of getting site visitors back to the advertiser’s site, at a mere fraction of the cost (especially when compared with cost associated with Pay per click options). So in essence it allows the advertiser to recapture lost prospects, who already expressed an interest in their products or services by virtue of visiting the advertiser’s site initially. How, when, where or why the prospect was there can come about from various marketing initiatives, but once they have visited the site the advertiser can now continue to serve their ads to the prospect on other sites.
How is this done
When a prospect arrives on an advertiser’s site, a cookie (or tracking code) is utilized to track the site visitor. The visitor may be distracted and move on to another site, and may even forget about the advertiser in question. However if the advertiser has implemented the savvy option of remarketing, the prospect is bound to see relevant ads and offers on a wide variety of sites, as defined by the advertiser.
What Is A Cookie?
A cookie is actually a small text file that sits on your computer in a folder dedicated to cookies. That cookie file contains information about you, which could be a simple ID number, or many other points of data. A cookie can only be understood by the company that put it there because they are encrypted, making them private.
A cookie can be used for remembering who you are when you login to a website, for analytics and for advertising, amongst other things.
The options of remarketing to a prospect are extensive, and the advertiser has the option of setting a wide range of parameters, ranging from times of ad display, geographic region specific, site specific and much more. This allows for extensive, and precision targeting, and is ideal for the advertiser that seeks to target a very specific demographic or set of demographics.
Benefits of Remarketing
Benefits will vary from one advertiser to the next, but generally speaking the benefits include:
- Extremely Cost Effective – remarketing exposure is a mere fraction of the cost of other types of advertising and client acquisition models.
- Ease of Use – the majority of campaigns can be setup fairly quickly and easily
- Targeted – Ads can be as targeted (or as general) as the advertiser wishes. Ads can be restricted to show at certain times of the day, to specific interest categories, above (or below) the fold, geo specific etc
- Branding – building trust and familiarity with a prospect is key to converting the prospect within the sales cycle. By presenting ads in various places, the prospects sees these ads and is exposed to the brand building efforts of the customer, as well as the ongoing calls to action and offer exposure.
- Tracking – as with most online marketing efforts, the ability to track, monitor and alter campaigns (including split testing) is available to the advertiser, providing measurable and effective ROI for the advertiser.
To find out more about remarketing, contact Andre for additional information.