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Remarketing: Why you should focus on it instead of only driving new traffic

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by Elena Tahora
June 06, 2018


Elena Tahora

Elena Tahora <elenatahora@gmail.com>

Elena Tahora has written 2 articles for PromotionWorld.
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There are dozens of techniques how to gain online viewers and turn them into customers. One of which is driving traffic, such as utilizing SEO, writing irresistible headlines, optimizing content for search engine, inviting others to blog on your website, email marketing, being active on social media, improving site speed, etc.

But many marketers suggest that companies should focus more on remarketing instead of only driving new traffic. The reason is because remarketing is much more effective when it comes to encouraging visitors to purchase products from your website. In fact, 56% of companies, according to Quicksprout.com, use remarketing in order to gain customers. And 43% of companies use retargeting to increase brand awareness.

 

What is remarketing?

Remarketing, also known as retargeting, is one of the most effective digital marketing strategies businesses use to (re)connect and contact with non-converting visitors and existing customers. This technique enables you to track people who have visited your website without purchasing any of your products; and it allows you to have, or continue, a conversation with them in order to pull them back to your website.

In a nutshell, remarketing shows personalized ad campaigns to people by showing them across different devices. “Previous visitors or users,” to quote Google, “can see your ads as they browse websites that are part of the Google Display Network, or as they search for terms related to your products or services on Google.” You could usually such ads on social media (e.g. Facebook, Twitter, Instagram) and on other several websites. You could also see them on your email inbox.

 

How does remarketing work?

Once your customers open your site, their browser will have small pieces of codes called cookies that are automatically added to your remarketing list. These cookies allow you to tract your visitors’ movements and information, which allow you to target them through paid displayed ads. For instance, when a customer visits a cosmetic page, adds, say, lipsticks to their shopping cart, and then leaves your website without purchasing, that customer will be targeted  with ads messaging lipsticks through display and paid search. These ads are like promotions or reminders to encourage viewers to go back to the site and buy those products. 

 

Types of remarketing

1.  Site retargeting

In its simplest form, site retargeting is a display advertising technique used by marketers to show ads to people who have previously visited your website and then left without purchasing products. Through the process of using data, you could bring back your visitors into your site to drive brand awareness and increase conversions.

 

2.   Email retargeting

Through email retargeting, you’re allowed to show ads to subscribers who have opened your emails. How? Through a stored cookie that is created when a user opens your email. 

 

3. Social media retargeting

Like site retargeting, social media remarketing also uses displaying ads, but the latter displays them on social media, such as Facebook and Twitter, so people who enter your website without purchasing could see them.

4.  Remarketing lists for search ads (RLSAs)

Offered only by Google, retargeting lists for search ads allows you to customize classic search engine texts to online users who have been on your website. Through it, you can use your retargeting lists and reach online visitors when they search again on Google.

 

5.  Search retargeting

Unlike site remarketing, search retargeting allows you to show ads to users who have searched for keywords but have never visited your website. It is one the best ways to reach potential, new customers.

 

 

The power of remarketing

 

  • Increases conversion rates

Remarketing helps your online visitors to know more about your products by displaying advertising campaigns. This repetitive exposure leads to higher conversion rates, because visitors who have already seen your ads before are twice as likely to convert, as compared to those first time viewers.

  • Provides wider reach to targeted audience

It’s powerful to particularize a piece of information to a specific targeted audience through text ads or display advertising. Social networking sites, such as Facebook, which has 1.4 billions users, are of great help for retargeting your products. Through their outreach abilities, you could reach out to worldwide visitors who might be interested in your brand.

  • Helps create brand awareness

Display marketing is a remarkable way to promote your products. When your customers, for example, are exposed to your brand a dozen times, they become more aware and familiar with your business. This repetitive exposure increases the chance of your viewers buying from your business when they decide to make a purchase in the future.

  • Less expensive

Display ads can merely cost $1 per click, as compared to search ads which may cost between $5 to $10 per click.

  • Boosts relevancy of your ad

The very reason why marketers should focus on remarketing is that it has the capacity to display particular information to your online visitors who are no longer connected to your site. For instance, if an online visitor goes to your page, then you can display retargeting ad about your products.

 

Conclusion

The abovementioned information about remarketing as a digital strategy are proofs how powerful it is when it comes to positioning your brand in front of millions of people (especially those potential customers who leave your website without making purchase). By targeting those users using specific campaign ads, it will boost your sales and create brand awareness. Indeed, it is vital in the success of your business.

         


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