Remarketing is one of the most powerful tools in digital marketing, and it is also one of the most underutilized. When used correctly, remarketing can boost conversions, better engage potential customers online, and win leads you wouldn’t have otherwise gotten. It is a way to serve highly personalized and noticeable ads to potential customers and to stand out in an increasingly noisy online space.
Learn more about what remarketing is and how it can amplify your online presence, get customers you thought were lost, and gain new customers you never even knew about.
So What is Remarketing and How Does It Even Work?
Remarketing is a strategy for targeting ads towards customers who are already aware of your site. Whether they visited a key page of your website or put a product in their shopping cart and didn’t purchase it, we can collect information about them using cookies and serve new ads to them to encourage them to convert.
Here is how the remarketing process unfolds:
- A Potential Customer Visits Your Website & Makes a Meaningful Interaction
- The Potential Customer is Tracked & Added to Your Remarketing Audience
- The Potential Customer Leaves Your Website
- You Serve Ads to Your Remarketing Audience
- The Potential Customer Clicks on Those Ads, Visits Your Website Again, & the Process Repeats
The average customer takes a patchwork path toward making a purchase. If you think you can run a single ad campaign and people will automatically convert after a single purchase, you’re missing out on a ton of conversions you could be getting. Most people leave a website without taking any action. Remarketing is an opportunity to convince them to come back and, hopefully, convert.
Remarketing is a cost-effective way to secure more leads for your business. There are many other benefits, too. Here are some of the top benefits of a remarketing campaign:
- Improved Conversion Rates
- Better ROI
- Increased Brand Recognition
- Highly Relevant Ads
- More Effective Than Traditional Display Ads
How Can Retargeting Help My Business?
In short, people notice remarketing ads. Think about when you last searched for something online and saw ads for the same or similar products shortly after. Those kinds of ads stand out, whereas other types of display ads tend to blend in. Remarketing ads keep your product or service top of mind even when people aren’t actively searching for it. On average, people interact with a single website up to 6 times before converting. Remarketing opens the door to provide even more opportunities for customers to convert. At Beanstalk, we offer remarketing across 5 platforms: Google Display, Mobile, Facebook, Instagram, and LinkedIn.
It also creates better ad experiences for consumers. Contrary to popular belief, most people don’t mind seeing ads, as long as they are personalized to their preferences. Remarketing promotes that more personal experience, increasing the chances a customer will convert. Since people who are served these ads are already familiar with your brand, people feel more connected to your ads.
Remarketing Best Practices
Even though remarketing ads can offer enormous benefits to businesses who utilize them, it is important to implement them correctly to see the best results. Here are 5 best practices for remarketing advertising:
Make sure to set Frequency Capping.
Remarketing ads sometimes walk a thin line between keeping your business top of mind and shoving your brand down people’s throats. Frequency capping ensures that potential customers won’t see your ads too often and get annoyed.
Specify the quality of your remarketing audience.
It is a waste of your time and money to chase people around the Internet who have no real interest in your business. Luckily, you can choose to exclude people from your lists who have bounced or spent an insignificant amount of time on the site.
Include all the different ad types in your creatives.
Some websites don’t allow for moving display ads, and some websites only allow text. Don’t miss out on potential clicks because your ad never showed. Also, make sure your ads reflect your brand visually, as a reminder to your audience that they have already visited your website before.
Stop your ads from showing on certain websites.
You can specify if you’d like to exclude your ads from showing on websites with sensitive content, videos with certain ratings, or even different types of websites. Depending on your product or service, this kind of targeting can be absolutely necessary.
Remarketing boasts many benefits for businesses, but perhaps the most compelling is that you’re creating a better overall experience for your audience. Instead of hitting people at a random time with a random ad and hoping they’ll be interested, you are taking control and sharing your message with the right people at the right time.
In an online space where people are becoming increasingly likely to tune out display advertisements, remarketing can help you stand out and be seen online. Contact us today to talk to an expert about incorporating remarketing into your digital marketing strategy.