If you’re seen a Google-powered advertisement while browsing the internet over the last few years, then you’ll almost certainly have been the beneficiary of what’s called remarketing. This is a practice which allows customers to be continually targeted with product advertisements even after they’ve left your website.
Remarketing benefits the consumer, as it provides them with advertisements that are tailored to their needs and likes, as determined by their browsing history. After all, who wants to be bombarded with a stream of random products, a la television advertising, when they could be looking at things that they really would like to buy?
Of course, what’s good for the consumer is also good for the business targeting them. Rather than pay to reach millions of people to get to the few hundred they’d like to reach, firms can use remarketing techniques to directly access the niche markets they’re interested in. The smaller the niche, the more powerful remarketing becomes – but the practice has become widespread even among huge multinationals selling to a general audience.
We should bear in mind that most of the users who visit a site will not make a purchase. But through remarketing, you’ll be able to expose them to your products again and again, steadily increasing the likelihood that they’ll come back and take another look – and thereby increasing your conversion-rate, too.
To do its job, remarketing programs will place cookies on computers that access your site. These cookies come with IDs, which are added to lists of criteria. You can be very specific when targeting consumers – you might add those who visit for a given timespan without buying anything, or you might look to market complementary products to individuals who’ve bought something already.
As well as this, Google offers means of controlling precisely where, and for how long, your ads show up. If you don’t want your ads to appear on certain websites, then you’ll be able to do this easily. Similarly, you can impose a limit on the number of ads shown in a given day.
To get the best from your remarketing, you’ll need a strategy that ensures two things. Firstly, you’ll want to give would-be customers a reason to return to your site. Secondly, you’ll want to ensure that the content you’re providing is relevant to the customer you’re targeting! Achieve these two things, and remarketing will prove a powerful means of bolstering your brand’s impressions over time.
2 Min Read
Published: 14 September 2017
Mat is the founder here at Actuate. His role focuses on strategy, culture, looking after our clients and every now and then getting stuck in with coding.