Remember the time you were scrolling through a website and a few minutes later an ad from the same website appeared on your Facebook feed? Yep, we have all been there.
This may seem like coincidence, or even downright, creepy, but let us assure you, it’s anything but. This simply means, the website you visited applies Remarketing strategies to boost up its sales by ensuring you encounter their products a lot more times than possible with traditional marketing techniques.
Remarketing is based on the very simple idea that the more you see a thing, the more you are likely to want it. Let’s face it, the majority of the people who visit your website or sees your ad for the first time won’t buy your product, so even if your website is getting good traffic that doesn’t necessarily convert to sales. According to marketing pundits, it takes an average of 3-7 visits to a particular website or page before buyers decide to click the order button.
The innovation Remarketing introduces is, instead of displaying a huge number of ads in places the target buyer is expected to frequent you make the ad follow the buyer.
How Remarketing works?
Remarketing is kind of marketing technique that allows marketers to specifically target the people who have visited their websites for their ad campaign. It ensures that after someone visits and leaves your website, he or she will start to see ads related to your products or services in relevant places, whether they actually purchased something or not.
The cost structure works like traditional pay-per-click marketing as in your potential customers may see these ads on various other websites they visit but you don’t actually have to pay for the ad until someone clicks on it. But in a way it is better than that, because the customers you are targeting has already expressed an interest by visiting your site. Chances are, they are already curious about your product. If they continue to see your brand in relevant places while they are mulling over choices of products, there is a much better chance that they will end up choosing you.
How to set up
It’s actually pretty easy. You simply set up a remarketing tag on your website or in specific pages. Once a customer visits the tagged page, a cookie is left in the user’s browser. If they leave without buying anything, they will start pushing your targeted ads to other relevant pages the user visits.
It is entirely possible to tag every page of your website, but targeting specific products and/or actions are always more productive. The kind of things that works best with remarketing are:
- Actions which you want your customers to perform; like subscribing or downloading.
- High-value, luxury products that almost no one will buy on the first go and will want to research before buying.
- Products that have a lot of competition in your relevant niche.
- Highly cost-effective – Your ad follows the customer rather than you having to anticipate your customer’s trajectory, and you don’t pay anything until they actually click it.
- Better targeting – Customer targeting is a lot easier when you know which users already have an interest. You can target by interests or demographic, or you can even target by visitors who abandoned shopping carts or time spent on specific pages.
- Better conversion rates – With better targeting, conversion rates are bound to go higher. You also allowed to be a lot more aggressive and persuasive with your ad campaign with very little investment, and that definitely leads to better conversions.
Remarketing is an insanely effective strategy based on a very simple idea, and simply too profitable to ignore in the current cutthroat world of competition. It ensures your potential customers stay interested in you and have the opportunity to come back when they feel the time is right.
As they say, first time is almost never the right time. Remarketing allows you to remain visible to your customers until it is the right time. What not to like!?