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Remarketing involves targeting adverts to customers who have already visited your website and demonstrated an interest in your products or services. It offers you the ability to re-engage visitors who weren’t ready to commit to a purchase or inquiry.
A well-implemented remarketing strategy allows you to track individual page views on your website. This allows you to identify the customers who spent time on those pages without converting. For example, many businesses track service or product pages so they can show adverts to those who didn’t complete a purchase. The goal is that you drive them to return and complete a conversion.
Implementing remarketing onto your website is pretty straightforward. A small bit of code is input onto your website to record who visits. This code then adds visitors to your remarketing lists.
Once you have built a remarketing list, you can then target these visitors with display ads that promote the products or services they have already viewed. These ads can be highly personalised to promote items that people have already shown an interest in.
The number of remarketing lists you can make are endless. By customising the code you can target different combinations of pages visited or products viewed. For example, you might want to target people that viewed ‘golf clubs’ and didn’t make a purchase. With this remarketing list, you can show individuals highly targeted adverts that promote the exact golf clubs they were interested in.
Think of your experiences with Facebook. You have browsed AirBnB for that weekend away, only to be repeatedly shown adverts on Facebook for different properties in a bid to tempt you to make a booking. Why do they do AirBnB smash you with remarketing adverts? Because it works.
Both Google and Facebook offer platforms to create remarketing lists. Combined these advertising platforms give you the ability to target individuals and drive revenue growth.
If you are not running remarketing adverts, you are missing out on sales. Remarketing ads can increase the percentage of website visitors converting drastically. As advertising is more targeted to the specific product or service the user is interested in, the more likely an ad leads to a conversion. Smart targeting can provide a high return on your investment.
The ultimate cost of undertaking a remarketing campaign can vary greatly. Depending on the size of your budget and size of your remarketing lists. Keep in mind though, that targeting people you are already familiar with your business means they are more likely to convert. In the end, you should consider the cost in terms of your ROI.