Remarketing (also known as retargeting) is a popular digital marketing technique that involves targeting customers who have already expressed engagement with a brand’s product or service. Remarketing allows companies to create highly targeted campaigns, driving consumers back to their website to complete a purchase or take other desired actions.
At a fundamental level, remarketing works by targeting people who have already visited a website. When these visitors return to the web, companies can serve ads that are tailored to their interests. This works to increase the chances of winning back potential customers who may have otherwise been lost to competitive offers or simply decided to delay their purchase decisions.
The remarketing process begins with collecting data on website visitors’ interests through cookies. By tracking website visitors’ digital movements, companies are able to see what visitors are engaging with and measure the effectiveness of marketing activities. Data collected by cookies can include pages viewed, product categories, and search terms used.
This data is used to categorise visitors into interest-based audiences. These audiences can play an important role in remarketing as businesses to target advertisements to people with similar characteristics or interests. For example, if a good portion of a website's customers are millennials, the company can set up a remarketing campaign for this age group, showing them more relevant advertisement than the general population.
Remarketing campaigns can be tailored to different goals, from leading customers from a very top of the funnel awareness campaign to a transaction at the bottom of the funnel. It’s a great way to increase brand awareness or re-engage current customers who have already interacted with a website. It’s also a key way to keep customers coming back to a website by constantly providing them with relevant content, offers, and promotions.
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If done correctly, remarketing campaigns can have a significant impact on marketing ROI. As potential customers view an advertisement for a product or service, they become more familiar with the brand and its offerings, resulting in increased confidence in their purchase decisions. As a result, marketers will often see an increase in conversions as well as a decrease in the cost per acquisition.
When setting up a remarketing campaign, it’s important to focus on including relevant content to the individuals who are being targeted. It’s also a good idea to provide customers with additional incentives to encourage them to make a purchase. Including incentives such as discounts, offers, and promotions can make customers more likely to make a purchase and also incentivise them to return to the website to complete a purchase.
Bear in mind that remarketing campaigns can be quite intrusive and it’s important to ensure that they are managed effectively. An individual who has previously interacted with a website won’t respond well if they’re continually seeing the same advert and this could result in an overall decrease in conversions.
It’s also important to ensure that the right audience is being targeted. By targeting individuals who are not likely to be interested in a brand or product, companies can waste money and risk frustrating potential customers.
In addition to setting up campaigns, companies should continually track and measure their performance. By continuously testing different variables such as messaging and creative, it’s possible to optimise a campaign to get the most out of it. There are many different performance metrics to analyse, from click-through rates to cost per conversion. Analyzing customer data and insights can give marketers a better understanding of what needs to be adjusted and how to effectively target customers.