Let’s say you’ve been swamped at work for the past few months and really need a vacation.  You start an online search, but after perusing a few travel sites, you decide to postpone the planning and get back to work.  On return to your usual work websites you notice an onslaught of vacation banner ads appearing all over the page.  It’s like the Internet read your mind and knows exactly what kind of vacation you want.  That clever advertisement strategy is called remarketing.

Remarketing is the targeting of online advertisements to a person who recently visited a website but did not perform a specific end behavior.   This allows the business another opportunity to recapture the visitor’s attention and encourage the desired behavior, whether it’s to purchase a product or inquire about a service.

How Remarketing Really Works

The remarketing process is quite simple.  Every time visitors arrive at your site, their browsers are tagged with cookies that are then added to your remarketing list.  Once the visitor engages in a specific behavior (for example, visiting a certain page but not making a transaction), this is where the remarketing begins.  Sure, it’s a little bit like stalking, but if managed properly it can be more fun than creepy!

You have a lot of options and control when it comes to who, what, where, and when you target past visitors with your remarketing ads.  You can segment your audience into different behavioral lists, limit the frequency of impressions, exclude your ad on specific types of websites, and more.  On top of that, you can experiment with the type of ad you wish to show (for example, try one with a special offer) to entice your visitors to return.

A Boost For Your Business

Remarketing has a lot of advantages for businesses.  According to a Forrester Research report, 96% of visitors leave your website without performing a desired behavior while 70% of ecommerce visitors abandon their shopping carts with at least one item in it.  As you can see, there is a huge opportunity for your business to recapture these deserters.

Companies who have tested remarketing have found it to be very successful.  According to Digiday, consumer packaged goods company Kimberly-Clark saw conversion rates 50-60 percent higher among retargeted consumers, while another company realized click-through rates on remarketing ads to be 10x greater than standard display ads.

Remarketing is also an opportunity, even for small- to mid-size businesses, because it’s not a tactic being pursued by everyone.  This type of targeted advertisement allows you to increase brand exposure and customer engagement, putting you far ahead of your competitors (at least for now).

How Do I Get Started?

Currently, your only option for remarketing is through Google Adwords (unfortunately Bing Ads have not begun trialing this type of advertisement).  You can start setting up and running your campaigns directly through the Google Adwords platform or opt for a popular user-friendly service like AdRoll.

If you need help creating, managing and analyzing your remarketing strategy and banner ads, come talk to us at LeapGo.  We have proven expertise in remarketing and can include it in our standard PPC management service.  It’s time to take control and recapture your customers!

5 Useful Remarketing Tips

Once you get started with your remarketing campaign, here are 5 useful tips that will make you shine:

  1. Set goals – determine what click-through rate and/or conversion rate you want to achieve from the start.  Then test your ad creative, frequency, and segmentation to find the optimal rate and achieve your goals.
  2. Make smart impression caps – cap the frequency of impressions at a reasonable rate, for example 3 per day or 10 per week.  You want to retarget, but not look like a stalker.
  3. Exclude bouncers – someone who comes to your site and bounces right away is probably not someone who is interested in making a purchase with your business.  Don’t bother remarketing to them.  Exclude visitors who quickly bounce.
  4. Test a discount – sometimes a little incentive can go a long way.  When designing your ads, test one with a discount that goes to a special landing page.  Find out if a small offer can produce big returns.
  5. Consider dynamic remarketing(currently only for ecommerce companies) dynamic remarketing increases the personalization of each ad to each customer by highlighting specific products.  It can help you greatly improve click through rates and conversions.  If you’re an ecommerce store, this is extremely cool and definitely worth a shot.

So there you have it – a great introduction to remarketing and some useful tips too!

Have any questions or comments?  We’d love to hear your thoughts and experiences on remarketing, so please share in the comment section below!

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Published On: March 18th, 2014 / Categories: Digital Marketing, Paid Search Management /

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