Remarketing – What is It? Does it Work?

If you did any of your holiday shopping online this year, you most likely were a target of remarketing. Maybe you were on the hunt for matching family Christmas pajamas. After visiting several websites, you began to see ads for one company again and again – on Facebook, YouTube, and many of your other favorite websites. It seemed like you saw ads reminding you of the seven pairs of elf pajamas you left in your shopping cart and the amazing 20 percent off plus free shipping deal the company was currently offering everywhere you looked. Did you buy them? The odds are pretty good that these were the ones you chose; remarketing is a highly effective marketing tool.

What exactly is remarketing?

Sometimes referred to as retargeting, remarketing is a series of banner ads that target you after visiting a company’s website. So, for example, if you visit macys.com looking for a new coffeemaker, you may see Macy’s ads on other websites you visit afterward.

How does it work?

To set up remarketing, a web designer implements a small piece of code into your website. Each time a new person visits your website, your site will anonymously give them what is known as a “cookie”. When this person then visits another website, the remarketing ad service provider will recognize this cookie and will know to deliver an ad from your website. You can think of it like the bartender at your favorite bar - after visiting once, the bartender recognizes you and remembers to make you a tequila sunrise.

How is remarketing different than traditional banner ads?

Typical banner ads show to customers based on factors such as age, your sex, and interests. So, if you’re 23, female, and regularly visit vogue.com, you might see a banner ad for Khloe Kardashian’s new swimsuit line, even if you are not in need of a new swimsuit.

Remarketing will only target potential customers who have shown interest in your company by visiting your website. You might not need a new swimsuit, but you really need a new pair of sunglasses. After visiting the Ray Ban website, you’re targeted with ads showing exactly what you’re looking for instead of things you may or may not be interested in buying.

Why Does Remarketing Work?

• Remarketing provides constant exposure to brand ads, which increases brand awareness and recognition.
• In a world where we are consistently bombarded with new information, remarketing helps ensure that potential customers don’t forget about your business.
• Remarketing drives repeat traffic to your site. Usually, new visitors do not make a purchase during their first visit to a website. But a recent study found that when these new visitors revisit a website, 67% make a purchase.

Do you think remarketing could work for your small business? We can help! Evolve Impact Group offers personalized advertising solutions for your business to ensure improved market presence and sustainable, long-term impact in the marketplace. Contact us today to learn more!

Sources: https://www.searchenginejournal.com/remarketing-101-beginners-guide/89043/