What is Remarketing?
An innovative approach to advertising on Google’s display network, Remarketing allows an advertiser to display a series of adverts to ‘follow’ a user around the internet. This makes it an effective retention tool as it aims to keep your brand top of mind.
Privacy issues aside, what makes this tactic amazing is the fact that you’re able to set up ‘audiences’ or certain segments of traffic through which you can test out your remarketing campaign.
How exactly does Remarketing work?
Using hairspray as our product example: when setting up a campaign through Google, you will want to tag all of the hairspray keywords within the AdWords interface, such as ‘strong hold hairspray’, ‘cheap hairspray’, ‘coloured hairspray’, and so on. This is much faster and easier than copying and pasting a unique script onto every single sub-category and product page, which is how the system initially worked! Once the keywords are added and people are visiting your website, an audience list begins to build and once that list reaches 200 people – your ads can be displayed to them through Google’s display network.
How could Remarketing be used?
We’ll take it straight from Google for this one:
When you use remarketing, you’ll tag pages of your site that correspond to certain categories you want to promote. For example, you could add a “TV” tag on all of the pages where you sell televisions. You can then create an AdWords campaign to show highly relevant messages (such as ads displaying a special offer on TVs) to people who’ve visited these pages as they browse sites across the Google Display Network.
Let’s take an eCommerce online store for example. It is possible to create an ‘audience’ of people who added items to the shopping cart and reached the checkout of the store, but DID NOT buy. The online store has a second chance to advertise to that pre-qualified potential customer. Perhaps they could incentivise them back to the store with a discount coupon? Think of the potential here!
You could also run ads to support a campaign you have running, to focus on special occasions like Christmas or Valentine’s Day, for competitions or product launches – the list goes on.
Show me some ad examples
Remarketing ads can be more than just branded ads – they can feature customised calls to action, and tailored offers.
These types of ad are great for keeping your brand top of mind. Here we see an example from website hosting company Netregistry:
Call To Action
These ads can be used for specific audiences, such as those who might have added items to the cart, but never completed the checkout process. You can incentivise them to return with a discount voucher, or perhaps display to them items that you know they were browsing. Online fashion retailer The Iconic is great at these:
Why is it worthwhile?
You’ll be marketing to a group of pre-qualified customers, and you can hit them with tailored advertising! Given that “remarketed customers are 3x more likely to click on your ad and 4x more likely to convert than new customers” (Source: Cobalt Business Intelligence) – you’re looking at pretty good odds!!
Tell me more….
If you’d like to know more about Remarketing and how it can be implemented in your online strategy – get in touch! Our online marketing team would love to chat.