So you want to reach people who already show an interest in your product or service? The problem is you don’t know who those people are, where they come from, or whether they will ever come back. This is where Remarketing comes in handy.
What Is Remarketing?
Remarketing is a strategy we use in paid search advertising that allows you to reach users who have already visited your site. The goal of remarketing is to reach the people who matter most to your business.
How Does Remarketing Work?
Remarketing might seem like magic (trust me, sometimes I think it is, too), but it’s not. There are a number of essential components that go into a remarketing campaign that make them work: remarketing lists, interest targeting, demographic targeting, and the experts (that’s us) that know how to make them all work together to produce results.
Remarketing Lists can be used to target users based on their activity on your website. Once a user completes a specific action on your site, they go on a remarketing list. Ads can then be targeted specifically to users on these customized lists. Here are some basic Remarketing Lists:
- All Visitors: Anyone that came to your site. This is the broadest remarketing list you can create.
- Product Viewers: People who looked at a product page but didn’t put anything in the shopping cart.
- Shopping Cart Abandoners: People who added something to the shopping cart, but didn’t go through with the purchase. Wouldn’t it be nice to reconnect with these people? They’re so close to becoming a customer. Maybe they just need a little push.
- Past Buyers: Anyone who’s purchased from you before and is back on your site goes on this list.
- Custom Lists: You can create custom lists if you have a specific type of customer or potential customer in mind that you want to reach.
Interest and Demographic Targeting
Remarketing doesn’t stop with Remarketing Lists. In addition, you can target users based on their specific interests.
Let’s say you own a travel agency and you want to reach people who have visited your site and also show an interest in other travel-related sites. With Interest Targeting, you can choose to show specific ads to these people, since they are more likely to become one of your customers.
It’s also possible to target people based on specific demographics like age, gender, location and/or parental status.
Let’s say you know your target market includes males between the age of 45-55 who live in the northeast region of the United States. Guess what? We can target that specific demographic. In other words, your ads will only show to people who fit into this demographic and you won’t waste advertising dollars on people who are not likely to become customers.
Why You Need Remarketing
When all the components of Remarketing are combined, you get results. In the past, you may not have known how to reach these valuable people. All of the sudden you’re directing targeted marketing messages to people who have previously visited your site, shown an interest in your industry/business, and fit in to your target demographic.
Suddenly, you’ve developed a successful digital marketing strategy to reach your Return-On-Investment goals, sales are higher than ever, your managers are happy, and you feel great about your accomplishments. Well done.
Simply put, remarketing can work for you. If you aren’t doing it, your competitors likely are. Don’t be left behind. Your customers are out there; they just need a reminder that you’re there for them.
We’re experienced experts in Paid Search advertising and we can help you start Remarketing in order to achieve your business goals, whatever they may be.