What Is Remarketing?
Remarketing is a clever way to connect with visitors to your website who may not have made an immediate purchase or enquiry. It allows you to position targeted ads in front of a defined audience that had previously visited your website – as they browse elsewhere around the internet.
Your remarketing ads can show on any website that accepts advertising from the Google Display Network. There is a high degree of targeting flexibility and you can even filter your targeting to show only on specific sites and or exclude specific sites.
How Remarketing Works
How remarketing works is when someone visits your website, a few lines of code from your retargeting partner drops an anonymous cookie in the user’s browser. This cookie—a small file that stores various bits of information—tracks the site visit without storing any sensitive personal info like name and address. Then, when this cookied user leaves your site to browse the web, the cookie tells your ad platform when that user visits another site. Think of it like this:=
You have a giant sign above your head that details the exact types of drinks you like. When you walk into a bar, the bartender immediately serves up your three favorite ones, without you having to say a word.
The Benefits of Remarketing
Remarketing is a great way to advertise your products and services to people who are already familiar with your company.
- They want to do more research
- They are not convinced they need your services
- They’re busy with something else
- They didn’t see the solution they need
Remarketing to these people gives them a gentle nudge to remind them that, yes, you do have the solution they need. Another reason remarketing works so well to build top-of-mind awareness is based on behavioral psychology—specifically, the cell phone theory. The cell phone theory from Duke University claims that even when people online are busy or distracted, they subliminally take in images and surroundings around them. Later, those surroundings and images seem to already be familiar.
The Different Types of Remarketing
When we say remarketing, we’re talking about a whole bucket of different types:
Search Remarketing (Google Adwords): Your ads are shown at the top of the search engine results when someone who has already visited your site searches for specific terms or services.
Display Remarketing (Google Adwords): Your ads are shown as display ads on other websites within the Google display ad network.
Dynamic Remarketing (Google AdWords): Boost your results with dynamic remarketing, which takes remarketing to the next level with ads that include products or services that people viewed on your website or app.
Video Remarketing (Google AdWords): Your ads are shown as pre-roll video ads on YouTube and other Google display partners to people that have previously visited your site.
Social Media Remarketing: You can use LinkedIn remarketing, Facebook remarketing and Pinterest remarketing to serve ads to people who have visited your website while they browse those social media channels and partner websites.
Customer List Remarketing: With both social media marketing and Google Adwords remarketing, you can upload lists of contact information that your customers have given you. When those people are signed into Google or that specific social media site, you can show them ads across different websites or on that social platform.
Next Steps: Incorporate Remarketing in Your Digital Marketing Strategy
If you walk away from this blog with one thing, this is what it should be:
Remarketing is a smart investment that could increase your bottom line—if you do it right. Nothing will tank your remarketing strategy faster than bad management. While it seems relatively simple, the best results come from the highest audience segmentation and best bidding strategies.
That’s where a digital marketing company comes in. These people devote their lives to this stuff—and I guarantee they’ll have an easier time making your company money than you will by yourself. If you want some help finding a good marketing partner.