Remarketing – What is it and How Does it Work?

What is remarketing and how it works?

It can be extremely difficult to attract visitors to your website. We have all been there and it is very frustrating. If you are lucky enough to get traffic to your website, but the visits leave without taking any action, how do you get those visitors to return to your website to buy a product or hire your services? The secret is called Remarketing.

Competition has never been so fierce. The data behavior and the trail leave the online user have benefited giants like Google and Facebook to generate thousands of dollars in advertising revenue. Brands and companies invest their money in these efforts to win sales and customers. What they are doing, you can do too. These brands also use remarketing to convert their website visitors into customers.

If you are not employing this tactic, there is a good chance that your competition is already ahead, pushing your current and potential customers away as you read this. Believe it or not, this technique can be very profitable and proves to achieve a return on investment and a positive impact on your business or brand.

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What is Remarketing?

The term remarketing generally refers to online ad placements and display ads that are served based on user activity on your website. It is the specific advertising process for visitors and customers who have expressed interest in your product, service, or brand. They may not be ready to make a purchase as they are in the early stages of the purchasing process or their potential purchase or investigation has been interrupted for any reason and they have left the website. Remarketing gives you another chance to convert them into customers.

Let’s take an example. A user visits your website. A cookie is set that gives you the ability to show targeted ads to that user when they leave and visit other websites. A cookie is a small data package that web pages store in browsers. Every time the visitor returns to the same URL, their browser will return this small packet of information to the server, which will detect that they have returned to the web page.

The remarketing process :

1. A visitor comes to your website.
2. A cookie is placed on the user’s browser.
3. The visit leaves without taking any action and continues browsing other websites.
4. Eventually, you land on a website that displays ads to visitors.
5. The cookie in the user’s browser will allow your ads to be displayed.

Also read our content on website improvement: How to Audit a Website to Improve SEO and Conversions

Advantages of remarketing

• Top of Mind. This strategy achieves the necessary impressions to reach the audience that recently left your website without taking any action. By seeing your brand in the ads next, you will be the first that comes to mind when they need your services.
• Make a great impression . By using remarketing, your ads could appear on websites like reputable newspapers with a lot of authority. This creates the illusion that your brand is bigger than it really is.
• Brand awareness . It’s a great way to promote a special offer to your customers and increase brand awareness at the same time.
• The right goal at the right time. It allows you to segment and target your ads to the right people at the right time and place .
• Extend the sales funnel. You can expand the sales funnel , giving your company another chance to close the sale.

On the other hand, you shouldn’t overload a visitor with ads to the point of being annoying. Most remarketing campaigns run for approximately 30 days. During that time period, it is recommended to use no more than 17-20 ads per user per month.

There are ways to limit the number of times a visitor views your ad in a 24 hour period. This is known as frequency. The usual is not to show more than 3 ads in a 24 hour period.

Another way to avoid the annoyance factor is to create a good variety of ads so that visitors don’t see the same image over and over again. Relevance is key. For example, when a visitor lands on your home page, you can target them with a general ad about your services or products. If they look at your product page, you can serve them more specific ads about your product offerings.

Audience segmentation

Audience targeting is about breaking down your target market based on certain criteria so that you can deliver ads to the right people in the right places. This allows you to tailor your advertising messages to users at different stages of the purchase funnel. Put different retargeting pixels on different pages of your website. Adapt the message according to the pages visited, as well as the depth of interaction of each user.

Segmentation gives your brand the opportunity to define your audience so you can target the right customers to drive new sales. Segmentation can help tailor your efforts to certain groups of visitors who share similar interests and who visit certain pages on your website.

Create the opportunity to bring them back to your website, using the benefits of web design in the hopes of capturing their contact information. 

Offer your visitors free content in the form of ebooks, blogs or whitepapers in exchange for their email address if they did not have the opportunity to participate the first time they visited the website. Showcasing your expertise through the use of branded content will build trust and position your company as an industry leader.

Remarketing is an effective way to reach those who have visited your website but did not take the necessary actions to keep them connected with your brand. Don’t lose any more sales.  If you need help with the creation of your remarketing campaign, we will be happy to help you.