The Importance of Remarketing
It's powerful, it's cheap, and it works!
Quite often it can be both a task and cost a significant sum to get potential customers to your website. The last thing you want is for these people to leave your website before converting or taking the action(s) you may want them to.
The best and the most effective method to keep your brand front of mind with this particular group, with a minimum of fuss is re-marketing. It has happened to you, I guarantee it. You have been on a site, perhaps shopping for something and a ‘tag’ or cookie will have been applied to your browser. You then visit another site and see an advertisement for the same website (and in some cases the exact product!) you were just looking at. This is remarketing in action. It’s a bit more complicated than that, but that is a top-level view of how things work.
One of the wonderful aspects of remarketing is cost. In some cases, it can be quite expensive to get relevant customers to your site through Google Ads for example (trades, litigious law firms, among many others can be almost prohibitively expensive), so maximizing the lifespan of the visitor is paramount. If you have spent $50 – 60 (or more!) to get the customer to your website, then spending a very small percentage of that initial spend (average $5 per 1,000 impressions) is almost something you don’t need to think about.
Remarketing is not just a function available within the Google Ad/Google Display Network but is also massively successful on Facebook. It works in an almost identical manner to how it operates within Google, with the notable difference of not being displayed on websites, but as an advert within your Facebook feed. Once again, this is a very top-level view of remarketing within Facebook without going into the specifics of customer lists, activity, etc., which we might save for another day.
Converting people who are already familiar with your brand, products or service is the name of the game. If you are remarketing to someone, then they have already visited your site and seen your offering. They may be shopping around, been distracted, who knows, but what we do know is that person at some stage was looking at you. Why not remind them that you’re still available and ready?
I have previously written about the importance of cross channel marketing and this is one aspect of that in action. There is so much more to remarketing, from attribution to overly aggressive campaigns (and everything else involved), but this was just a short post to highlight the importance of remarketing and why it matters.
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