Remarketing is a form of online advertising that shows ads to people who have already visited your website. Remarketing campaigns are often set up through advertising platforms such as Google AdWords. Businesses can target consumers based on actions taken during their eCommerce visits. Once data is collected, the business can encourage the consumer to revisit the commercial website. Remarketing campaigns use cookies and simple tracking codes to track visitors’ activities.
As a business owner, you want to show your ads to people who are interested in what you have to offer. This can be difficult if someone has visited your site once and then left. Remarketing allows you to reach out to users who have already shown interest in your website or brand by showing them relevant ads when they visit other websites.
“Using simple tracking codes, retargeting ads entice past visitors to return to your website by showing them relevant ads as they browse Google Display Network websites or search for related terms on Google. With retargeting ads, your brand and products stay at the forefront of past visitors’ minds.” (Ask Google)
Why Use Remarketing Campaigns?
Remarketing can reach those who have already visited your website. By showing them ads that relate to what they’ve been browsing, you can help build a relationship with them and drive them back to your site.
The more visits a consumer makes, the more likely they are to buy or make an enquiry. You can also use remarketing as a way of targeting people who have not yet made a purchase but might be interested in making a purchase in the future. This is especially true when you’re selling luxury items and services. Luxury items often require more thought before a sale is made.
Remarketing allows advertisers to build trust through familiarity. Especially if someone sees your name over and over again on their computer screen. This can reinforce how trustworthy your brand is by making it seem ubiquitous and by extension makes it easier for potential customers’ brains to associate themselves with all positive qualities associated with this brand.
Remarketing is also a helpful way to cross-sell or upsell products that could be of interest to existing customers. You can set up remarketing campaigns that show specific ads to users based on their interests and previous activity on your site.
Types Of Remarketing Advertisements
Pixel-Based Retargeting Ads
More commonly used, pixel-based retargeting adverts allow your website to feature on display ads post website visit. Cookies are utilised to inform Google Ads when a user leaves your website without purchasing or filling a form submission. Immediately your ads will be displayed when the consumer visits another website or searches for related terms on Google’s SERP.
As an example, if the consumer visits your website and spends a long time looking at ‘fire extinguishers’ the cookies will store this information. Once the consumer leaves your website, they are tracked and every time they search for ‘fire extinguishers’ or related topics, your advertisement will display.
List-Based Retargeting Ads
Less common is list-based retargeting. This very specific strategy uses the manual input of consumer email addresses by a business to gather an advertisement audience. The method of manually inputting email addresses can be beneficial for your business as it’s highly customised and controlled. Ideally, the business has collected these emails to provide Google Ads with the best possible data based on their target market. These lists are often made up of email subscribers or form submissions and therefore these contacts are interested in your product or service. However, this strategy is a lot more time-consuming.
Why Use Google Ads?
Google Ads is a great way to reach new customers or bring existing ones back to your business’s website. In addition, Google Ads is an easy way to promote your business, product, service or event online.
Google Ads also allows you to target specific types of people based on age, gender, location and interests. Once the target audience is set, you can then show them advertisements that they would be more likely to click on.
For example, if you’re selling shoes online, you could use Google Ads as a way of reaching customers who are searching for “men’s brown boots” on their computers or smartphones and display an ad about your product at that moment.
With Google Ads, you can:
Reach people who are searching on Google for the type of products or services you offer.
Drive more traffic from search engines like Google and Bing directly to your site.
Conclusion
Remarketing is a powerful tool that can help you increase your conversion rates and sales.
It’s easy to set up, and it allows you to reach potential customers who may have missed out on your initial ad campaign. The best thing about remarketing is that the work is done for you. You just need to make sure your site provides Google with enough information to show relevant ads on other sites.
We also learned about pixel-based retargeting and list-based retargeting so you can choose which one is best for your business.
If you have any further questions about retargeting or Google Ads, please contact us here.
