Recently I had a client ask me about remarketing and the benefit it has on businesses.
“What is this remarketing business, and should we be doing it?” – is a question I get asked A LOT and I’m here to fill you in on all the details.
Have you ever browsed through Amazon for hours upon hours trying to find yourself the perfect mobile phone cover, (random object but I panicked) only to add six to the basket and then abandon the search altogether and settle with the cover you already have? You then start to go on with your normal life and start to notice a huge influx of mobile phone covers being advertised to you. In fact, it is the exact same mobile phone covers you had selected to add to your basket but then decided to abandon. This is essentially remarketing.
Remarketing is a tactic, used by marketers, to deliver targeted adverts to people who have already visited or taken action (add to basket) on your website. From a technical aspect, remarketing works by placing cookies on your potential customer’s devices who visit the website. Their cookie ID is then added to your remarketing audience list. Marketers create a variety of different lists with different criteria. It is really that simple.
The marketing technique allows a business to connect with their online visitors who have not made an immediate enquiry or purchase. It gives a business an opportunity to remain top of mind, by positioning targeted adverts in front of a defined audience that has previously visited the website but abandoned the search.
Where do remarketing adverts show?
Your business’ remarketing adverts are strategically placed in front of website visitors, who meet the criteria of any of your remarketing lists, when they browse Google its partner websites i.e.: YouTube, Facebook, Gmail, etc.
How can remarketing assist your business?
The main purpose of remarketing is to keep both your business and product/service top of mind. The ultimate objective is to increase brand awareness and remind previous visitors to purchase your offering. Another perk of remarketing is the fact that it is one of the most cost-effective forms of advertising.
Google and Facebook remarketing are powerful tools when used successfully, especially when the sales process is one that needs to be considered or is competitive. It can be a valuable and productive means of enticing potential buyers, who have already shown interest in your website, to take the final leap.
If you would like more information on remarketing and advice on how to incorporate it into your PPC campaign, be sure to give us a call on 0203 911 9715, email us at hello@firetap.co.uk or make an online enquiry here.
