What is remarketing?

Published: December 2017

Have you ever visited a website to look at a pair of shoes or shirt you are interested in only to see the very same item in an advert on another site you visit? Have you put an item in an online basket and not completed your purchase then received an email reminding you about it? This is remarketing.

It is a form of online advertising that targets ads at past visitors to your website or mobile app. They could have left your site for a number of reasons, answering a phone call, browsing other options or wanting a bit more time to think about whether they wish to make a purchase.

As only 2% of customers make a purchase on the first visit to your website, remarketing gives a gentle reminder to potential customers, persuading them to pop back to your site and complete the purchase.

What are the benefits of remarketing?

It gives you access to customers when they are likely to buy. You can advertise to them when they’re searching, visiting other websites and using other mobile apps.

As well as encouraging customers to return, it increases brand awareness. Whatever item they were browsing, it will now be linked with your brand in the customer’s mind and they are less likely to look elsewhere.

Unlike general advertising or even traditional targeted ads, you already know that the customer is interested in your product. Click Through and Conversion rates are considerably higher, leading to a significantly better Return On Investment (ROI).

How does Remarketing work?

Cookies are placed on your web page and are logged each time somebody visits your site. Google Adwords then picks up on this and targets ads at the customers you want when they use any of the sites on their Display Network.

Lists or Audiences can be created to target specific customers or customers who performed specific actions on your website or mobile app. Customers who have placed an item in a basket but not completed the purchase can be encouraged to return to their Abandoned Cart.
You can reach people in your Audiences across their devices as they browse over 2 million websites and mobile apps.

Google isn’t the only provider of digital remarketing. Facebook is becoming an increasingly big player in the targeted ads market and they ask you to place pixel code on your page so they can target customers who perform specific actions on your site.

Unlike Google which advertises across its Display Network, Facebook ads will pop up when someone is scrolling through their feed, using Messenger or browsing Instagram, reminding them to return to your website.

Don’t worry if this all sounds a little daunting. At Newcastle based web agency, Urban River, we have the experts who can do the hard work for you.

If you want to know how your business can benefit from remarketing or you wish to explore the many other services that Urban River has to offer, please contact us.

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