What is Remarketing?
Advertisers with remarketing ad campaigns anonymously track users’ Internet activity and display ads for them based on their online activity. For example, if users visit an organic skincare website and leave the site before converting, the skincare brand can set up a remarketing ad campaign where users see ads for the brand’s products as they search the Internet, scroll through social media feeds, or visit other websites.
According to Google, remarketing “shows ads to people who’ve visited your website or used your mobile app. When people leave your website without buying anything, for example, remarketing helps you reconnect with them by showing relevant ads across their different devices.” So, essentially, remarketing is a way to reconnect with users who are interested in your brand and products or services, and who are most likely to buy but for whatever reason, left your website or closed your app.
Benefits: Why You Should Use Remarketing
Easy and Cost-Effective to Set Up
To establish a remarketing ad campaign, all you need to do is set up a Google AdWords account, or set up an account with a service like AdRoll, Chango, Perfect Audience, etc. Then, you’ll need to determine what type of campaign ads you want (video, banner, display, search, social media, etc.). And finally, you’ll need to select the audience that will see your ads (all users who visit your website, users who convert on your website, or a customized list of users).
Remarketing is one of the most cost-effective forms of marketing because there are typically no upfront costs, and you’ll only have to pay per click, per impression, or per acquisition—based on the service you use or the option you select.
Improves Brand Recall and Awareness
Remarketing is great for reminding users about your brand and what it offers as they explore other content on the Internet. Even if every user who sees your ad doesn’t click on it, they’ll still consistently see your brand and logo as they read their favorite blog posts or scroll through their social media news feeds. And that will significantly increase the number of people who know about your brand, as well the overall likelihood that your brand will be the first one they recall later on when they do finally decide they want to buy a product or service that your brand offers.
Generates More Targeted Leads Automatically
Another major benefit to remarketing ads is that they’re automated and do a majority of the work for you. Once you set everything up for your ad campaigns, all ads are automatically distributed on your behalf according to the parameters you specified. And those specified parameters generate more targeted leads. Instead of simply displaying ads to everyone across the web, you can choose to display ads only to those who have already clicked on your products or who have already added something to their shopping carts. This way, you’ll know that your ads are being distributed only to those who are sincerely interested in your brand and products.
Increases Conversions and Overall ROI
Because you’re only displaying ads to targeted leads, you’re likely to see a very high ROI (return on investment) for remarketing ad campaigns. A high number of users who will click on your ads will already be in the market and ready to buy what you’re displaying. And if you only have to pay for each click or each acquisition, it’s cost-effective because you won’t have to pay for ads that don’t lead to sales or real engagement with your brand. Conversion rates will also increase significantly because those users who see your ads have already completed actions indicating that they’re ready to buy right now.
Collects Valuable Data and Offers Detailed Reporting
With remarketing ad campaigns, you have the opportunity to receive data about who is clicking on your ads, when, and what else they do online before and after they click on your ad. If your ads aren’t leading to higher conversion rates, then you can use this data and detailed reporting to tweak your next ad campaign, so that your ads are always relevant and visible when and where users are most likely to click on them.
As highlighted above, using remarketing ad campaigns is a smart and very cost-effective way to reach users online, and they don’t require much time or any technical know-how.