In this 5-minute read:
- What is remarketing and how does it work?
- How can remarketing help my business?
- What platforms can I use for remarketing?
With more consumers shopping online than ever before, it’s important to have a well-rounded digital marketing strategy. How can your business reach customers that are interested in your services or that have shown intent to purchase your services or products online? Let’s talk about remarketing and how that can help your business.
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What is remarketing?
Remarketing, also referred to as retargeting, is a way to target an audience that has already shown interest in your products or services because they’ve visited your website.
Picture this: someone is searching online for a product you offer. They land on your website and browse for a little while. They click through a few products, maybe even add one into their shopping cart. They might even get as far as the checkout and then drop off. Are they a lost customer? Not yet.
A remarketing ads campaign can track that customer and display ads for your business across other websites that they visit, potentially bringing them back to your business at a later time to finish their purchase.
How does it work?
To set up a remarketing campaign, you’ll use an ad platform like Google Ads or Facebook advertising. The platform you use will generate a code or tag that your web developer can add to your website.
This code will then track customers that visit your website to help build up an audience to remarket your ads to. The tracking code targets customers through browsing cookies. So when it recognizes the same user that visited your website on another website that displays Google Ads (or other ads depending on the platform you use), it will show your ads to that customer.
Have you ever visited a website or looked at a product on Amazon, and the next day you are seeing ads for it in all of your online activity? That’s remarketing.
How can remarketing help my small business?
Remarketing is a great way to bring customers who are already familiar with your business back to your website. It’s been said that it takes around 7 times for a consumer to see a certain brand before they’ll shop with it. If they’ve already been to your website, that makes it much easier.
There may be a number of different reasons that a potential customer leaves your website without making a call or purchase:
- They researching several different options
- They didn’t find what they were looking for
- They were busy with something else
- They got distracted by work, kids, a phone call
Your remarketing campaign can help nudge this website visitor back in your direction and at a better time when they are more ready to make that call or finish that purchase.
Remarketing goes after the large percentage of your website visitors that don’t convert on the first visit (that’s a lot). It increases your conversions and generally has a much better ROI than other types of digital advertising.
What platforms can I use for remarketing?
There are several different types of remarketing campaigns that you can use and a few different platforms that are built for it. We’ll break these out by the platforms you can use for remarketing.
Google Ads is probably the most widely used platform for remarketing campaigns. And they have the most variety in how you can remarket to your customers.
Types of remarketing campaigns you can run with Google Ads:
- Display remarketing: these are the images or gifs that are displayed on other websites
- Search remarketing: your ads show at the top of the search results when someone who has visited your website searches for specific phrases
- Video remarketing: you can enable video ads on YouTube and other Google Display partners to consumers who have been to your website
- Dynamic remarketing: Google uses behavioral analysis to display the most relevant ads to users based on the products or services they viewed on your website
Click for our step-by-step guide for setting up a Google ads remarketing campaign.
Facebook allows you to remarket to your website visitors too. Only when you retarget customers using Facebook, your ads are only displayed on the various Facebook channels: news feed, videos, stories, etc. They won’t be shown on other websites.
This is helpful for creating more brand awareness and targeting customers in a place that they already spend a lot of time.
Click for a step-by-step tutorial for setting up a Facebook remarketing campaign.
Remarketing on LinkedIn is best for B2B companies or industries that target a professional crowd. Some examples may include:
- Commercial construction jobs
- Web developing companies
- Professional development and education courses
- Job ads
- Office furniture and supplies
- Other B2B services
Whichever advertising platform you choose, be sure that it aligns with your target audience and the goals for your business.
Use email marketing as another outlet to reach customers
Beyond remarketing campaigns from Google Ads and other social platforms, you can use email marketing as a way to reach customers who didn’t quite convert. You won’t be able to do this with every website visitors, but you can reach those who opt in for email services.
Add a form to your website that allows visitors to enter in their email to receive more information about your products and services. And take advantage of the emails that you acquire through people in the checkout process that entered their information, but did make the purchase.
Start building up these contact lists and send out targeted messages, like reminders that they have something left in their cart or that they visited your website and offer some more information about your business.