Have you ever wondered how to re-engage visitors who leave your website without converting? Remarketing is the answer. It can be a beneficial method for transforming fleeting visits into valuable customer relationships.
Learn more about remarketing and how retargeting is used here.
What is remarketing?
Remarketing is targeted advertising to previous visitors to a website. It is a very effective form of advertising to win back potential customers who have previously shown interest in your company’s products or services.
How does remarketing differ from other forms of digital marketing?
Remarketing differs significantly from other forms of digital marketing by focusing specifically on people who have already interacted with your brand. For example, clicked on a Google Ads ad, visited a website, etc.
The primary difference to traditional marketing lies in the level of engagement of the target group. As mentioned, remarketing is aimed at users who have already visited a website, used an app, or otherwise shown interest in a product or service.
This contrasts with display advertising or keyword-based marketing in Google search results (SEO marketing), which often target a broader audience in the early stages of the buying journey.
Why use remarketing?
Remarketing leverages data about a user’s past interactions to create more personalized and relevant ads. This allows ads to be further customized with specific products or landing pages based on the user’s expressed interest.
Which can potentially increase conversion rates significantly compared to more generic marketing strategies.
Timing is also a key factor. Remarketing can be initiated almost immediately after an interaction. This ensures that your brand remains top of mind with potential customers. This contrasts with many other forms of online marketing, where the user is reached long after their initial search, interaction or interest.
Where can remarketing be used?
Most modern advertising platforms offer the ability to target ads based on past user interactions. Today, you can use remarketing on the following platforms/channels:
- Google Ads: By implementing remarketing through Google Ads, you can target ads to people who have visited your website. This means that your remarketing ad will appear when they later browse other pages in the Google Display Network. Or perform searches on Google.
- Social media: Platforms and social media such as Facebook, Instagram and LinkedIn offer remarketing. For example, Facebook retargeting makes it possible to show targeted ads to the user in question when they open Facebook.
- Email Marketing: By segmenting your email list, you can use retargeting by sending personalized emails to lists with specific segments.
- Mobile apps: If your business has a mobile app, you can use remarketing to reach users who have installed the app but may not have engaged recently.
- YouTube and video advertising: Through video ads, you can re-engage viewers who have previously interacted with your video content.
Give them what they want.
One of the most effective strategies in remarketing is to focus on user behavior. By analyzing users’ actions on your website, you can adapt your communication accordingly. This allows you to create a more personalized and relevant experience. And thereby increase the chances of a better conversion rate.
Some typical choices and best practices are to customize your ads according to:
- Pages visited: Show ads related to a specific product, product categories or services the user has shown interest in.
- Abandoned shopping carts: Target ads with abandoned products. Possibly with an extra incentive like a discount or free shipping.
- Browsing history: Promotes bestsellers or new products within the categories the user has frequently visited.
- Previous Purchases: Recommend accessories or related products based on the customer’s purchase history.
- Time spent on pages: For products where the user has spent more time, show more detailed ads or testimonials, customer reviews, or other social proof.
- Seasonal Behavior: Time ads for seasonal products based on past interests.
Retargeting vs. remarketing – the nuances
Although retargeting and remarketing are often used interchangeably, there are minor differences between the two concepts.
- Retargeting typically refers to showing ads to users who have previously visited your website or interacted with your brand on other platforms, such as Facebook, Google, etc. It’s about “recapturing” their attention.
- Remarketing, on the other hand, is seen as a broader strategy that encompasses all forms of marketing aimed at past customers or potential customers. Those who have already shown interest in your brand. This can include email campaigns, personalized offers, push notifications, and more.
Retargeting is a specific tactic within remarketing that focuses on showing ads to past visitors. Remarketing is an overall strategy that uses various channels to reach previously interested users.
An extremely powerful tool
As with all other online marketing, remarketing can be a highly effective marketing strategy if done correctly. You can increase sales and generally achieve better results by having ad campaigns where ads are shown to target groups with an interest in a specific product.
At Click in, we can help you develop and implement targeted advertising campaigns that ensure your brand remains in the minds of customers. We can help you with retargeting advertising on individual platforms, but also overall remarketing on multiple channels.
Do you have any questions about how remarketing works with us? Or how to get started? Then let’s have a non-binding chat about how we can best help you.
