According to Dynamic Yield, Remarketing or Retargeting is “the tactic of serving targeted ads to people who have already visited or taken action on your website.”. A real-life example of remarketing is a situation many of us have faced: when you visit a company’s website, be it an e-commerce or a business website, leave the website and then after a while, when you listen to Youtube an ad promoting this company’s product or service you have read about appears on a Youtube page.
How does it work?
Remarketing works by placing cookies in the device of your visitors if they meet the criteria you’ve set (for example, age, interests, location). Google then picks up these cookies and starts targeting the visitors on their Display Network.
The whole idea of remarketing is to increase the conversion rate and help businesses stay connected with their target audience. The visitors have landed on a business’s website once, meaning that they are interested in what this business offers, and remarketing helps businesses remind, invite and encourage recent visitors to purchase from them.
You can choose to create one or more remarketing lists for different groups of audience – general audience (for example, people who have visited your homepage) and more narrowly-targeted audience (for example, people who have already purchased from your site).
Do you need remarketing?
Remarketing helps with targeting your audience and it and also keeps reminding them of your brand. It serves to increase your brand’s exposure and your website’s conversion rate. Remarketing is quite an affordable marketing tactic that businesses use to up-sell and cross-sell their products and services.
So, if you are wondering if your business needs remarketing, my short answer is yes, especially because it is not too expensive and once set up properly, it will keep running and bringing your business a number of new selling opportunities.
A recent remarketing project we have done for our client, Connect Insolvency, has turned out extremely successful, increasing both their sales and website traffic. If you’d like to chat about remarketing and see how it can help your business, please feel free to contact us!