Advertising · Branding · Campaigns · Digital · E-Commerce · Entrepreneurs · Marketing · Strategy

Consider Remarketing as Part of your Digital Strategy

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Have you ever searched for a topic online, went to a relatable website and then left the site – only to see a targeted ad that relates to what you initially searched for? It’s not just your imagination. It’s actually called Remarketing. Remarketing is something that online consumers often encounter but probably are unfamiliar with.

By definition, Google AdWords defines Remarketing as:

“…reaching people who have previously visited a website. It shows the previous visitors ads that are tailored to them based on which sections of the site they visited. The ads appear to them as they browse other sites that are part of the Google Display Network or as they search for terms related to your products on Google.”

The central principle of remarketing is to maintain the attention of people who have already expressed an interest in what you are advertising, as opposed to just trying to raise awareness about the business. When Kayak created a remarketing strategy, the site began to see an increase in not only traffic, but in sales. People who visited the website continued to see Kayak ads even after they left. This is how I discovered the effectiveness of remarketing.

After doing some initial research for flights to escape the frigid East Coast, I headed to my favorite blog site. Prior to that, I visited Kayak.com and American Airlines to compare pricing. While on the blog site, I came across a rotating ad, which showed me all of the flights that I looked at previously.

I then went back to Kayak.com to purchase – after the ad mentioned that there were only 3 seats remaining on my preferred flight. I’m sure you are wondering how they were able to track my viewing history. Well, after the implementation of the Cookie Law – which states that websites must tell visitors that they will use cookies and provide them with an opt-out function – advertisers have been able to use this information to collect the cookies of each visitor and use it to their advantage.

Remarketing has continued to thrive online – though it originally began as an offline strategy (think Loyalty Marketing). Remarketing allows you to:

  1. Reach people and persuade them to immediately purchase with a promising ROI.
  1. Build creative, targeted lists based on information collected. Your lists will vary according to buyer personas. For example, is the buyer just an “all-around” fan of all Apple products or do you they tend to frequent the iPhone section of Apple.com? Furthermore, be sure to consider their shopping cart for clues as well as a personalized member section if applicable. Lists can also be created with celebrations in mind such as the Holidays and Back to School campaigns.
  1. Attract millions of people with a smaller initial cost compared to other forms of paid search. Think about all of the people who visit Google daily. Over 2 million websites and mobile apps are apart of the Google Display Network.
  1. Have control over design and creation by utilizing the various images, text and video options available to you. Keep in mind that the design should be in sync with the rest of your brand.
  1. Determine where and how your ad is performing – all while keeping your budget in tact and overseeing analytics related to your ad (for future testing purposes).

Now that you are familiar with why remarketing is popular, I encourage you to begin to do some research on the different ways and platforms to use remarketing. Google Adwords is the most popular. However, Criteo, AOL, Yahoo and Retargeter are other popular platforms.

Remember, the underlying goal is to convert consumers from shoppers to buyers.

Have you ever encountered a strong remarketing ad? Tell me about it in the comment section below and good luck on remarketing strategy building!

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