The Benefits of Remarketing
Remarketing (also known as retargeting) allows digital marketers to show ads to people who have visited your website in the past. These ads serve as a gentle reminder to potential customers of their desire to make a purchase on your platform, ideally enticing them to return to complete their transaction.
10 benefits of remarketing:
- Keeps your target audience involved
Remarketing allows you to track a user from one website to another to re-engage your customers and get them back to your platform.
- Increases your brand’s visibility
With remarketing, you’ll be able to build brand recognition early in the buying process and establish yourself as an expert on your product. When you establish this authority with visitors early on, they are more likely to return when they are ready to buy.
- Drives higher ROI
Retargeting helps you to concentrate your promotional efforts on customers that have already shown an interest. This translates to a much higher return on investment.
- Increases the number of people who convert on your website
Retargeting allows you to re-engage travellers by displaying ads on news websites, blogs and posts. Remarketing ads allow you to create personalized messages that entice visitors to return to your website and make a purchase.
- Takes advantage of mobile targeting and video content
Remarketing allows you to take advantage of the widespread increase of mobile use and video content. Consider using video or show advertising to target past website users on YouTube (or people who have viewed your videos on YouTube) as they view other videos. On the Google Display Network, you can even use text and photos in your remarketing advertising.
- Attract the customers of your competitors
Your advertisements appear on a customer’s browser after they visit your website or after they search for a specific keyword. This means you can target people who have visited other websites that are strongly relevant to your product, such as your competitors’ websites.
- Helps save money
You spend less money if you approach people who have already shown an interest in what you have to offer (making them more qualified) than if you start from scratch and cast a wider net.
- Displays effective calls-to-action
You can use remarketing to display an effective call-to-action. Remarketing is an excellent tool for bringing users back to your site by displaying another call-to-action, such as “call now” or “schedule a free consultation.” Your business will expand exponentially if you do so.
- Targets with extreme precision
You may use remarketing ads to offer a special discount to a group of users who have completed specific experiences with you. The prospect would be much more motivated to return to your site if you do it this way.
- Advanced features
Remarketing has progressed to include a number of new and advanced features. It can now filter, modify and personalize its performance to tailor each ad to the visitor’s web surfing habits.
Remarketing is a highly successful way to reach your customers, especially when used in combination with a broader marketing strategy that includes Google AdWords, content marketing and targeted display advertising.
Concerns with remarketing
Remarketing has major advantages to your marketing strategy, but there are some concerns with it.
Since remarketing ads are designed to follow users around, a common complaint is that it feels creepy. This is a valid concern; however, it is the settings of your campaign that will make the difference between your ads coming off as creepy and actually being useful to the user by displaying an ad at the right time.
Another concern with retargeting is that it can ignore the buy cycle. Retargeting is intended to capture more of those consumers as they proceed through the funnel. If you’re not careful, however, you can actually damage conversion rates by ignoring the buy cycle.
Keep these concerns in mind and you’ll be able to use remarketing to its full effectiveness. If you want to know more, see our blog post, Where does Remarketing fit in the Sales Funnel?, or feel free to contact us.