Remarketing, also known as retargeting, is a method of online advertising that displays relevant advertisements to users who have visited your site before. These advertisements will depend on which sections of your site the particular user visited during their previous browsing experience. This makes for relevant, and therefore more effective advertisements, as the user will be seeing ads related to areas they have already showed some interest in.
For example, if a user visits your website and looks through your collection of shirts, you can then start to display advertisements about your product lines as they browse the internet. These ads will be displayed on any sites that are affiliated with the advertising network you choose (which is typically Google), and so this user may choose to come back to your site at a later point and make a purchase.
Remarketing is a useful tactic to increase the amount of visitors to your website that become purchasing customers, also known as your conversion ratio. This is because a majority of users will visit your website, but then leave without making a purchase. Remarketingprovides a way to bring these visitors back with relevant offers and convert them into customers.
This can be illustrated with another example: let’s say you’re a car dealer and a user visits your site to view a specific model, but decides not to purchase because the price is too high. If, at some point in the future, you hold a promotion and offer this model at a discounted rate, you can use remarketing to display this advertisement to the user. This time they are more likely to follow through with the purchase, allowing you to make a sale that would have otherwise been lost.
Remarketing is not only useful for driving sales activity, though. It can also be used to generate awareness about your brand, or promote user registration on your site. Another benefit of remarketing is that it can be used in a very targeted manner. Sometimes a user might have added items to their shopping cart on your website, but failed to check out. In such cases, you can provide these users with relevant ads. You can also target exactly which types of sites your advertisements appear on; for instance, if you’re providing home delivery of cooking supplies, you can display these ads to your users as they browse for recipes online.
The whole concept of remarketing is to bring back users that failed to convert the first time, and on the whole, this tactic provides more ROI when it comes to your digital marketing.