Whether it’s remarketing to people who have added something to their shopping cart but not completed the transaction, or remarketing to those who have simply visited your website, it’s an important part of the overall digital mix to ensure that you are keeping your products (and your brand) at the front of the customer’s mind.
Remarketing, also known as retargeting, is a strategy used to re-engage with users who have previously interacted with your website, app, or other digital assets. The goal of remarketing is to bring back potential customers who have shown interest in a product or service but have not completed a desired action, such as making a purchase, signing up for a newsletter, or filling out a form.
Remarketing allows you to re-engage with potential customers who have already shown interest in your products or services. By reminding them of their initial interest, you can increase the likelihood of conversion as they return to your website to complete their purchase.
By consistently displaying tailored ads to users across various online platforms, remarketing reinforces your brand message and increases brand recall. This helps to keep your brand at the forefront of customers' minds, making them more likely to choose you over competitors.
Remarketing often delivers higher returns on investment compared to other advertising methods. Since you are targeting users who have already demonstrated an interest, the likelihood of converting them into customers is higher, resulting in more cost-effective marketing campaigns.
With remarketing, you can deliver personalised ad content based on users' previous interactions. This level of personalisation increases engagement as users are more likely to respond to ads that align with their interests and preferences.
Remarketing not only focuses on acquiring new customers but also nurtures existing ones. By staying in touch with your audience and providing them with relevant offers, you can improve customer loyalty and lifetime value, turning one-time buyers into repeat customers.
As there are several kinds of remarketing, you’ll need to consider which method(s) are most suitable for your business. This will depend on how your target audience behaves. The 3 main remarketing methods are as follows:
Search remarketing, also known as “RLSA” (Remarketing Lists for Search Ads), is a form of remarketing that targets users with personalised search ads based on their previous interactions with your website. When users who have visited your site before perform relevant searches on search engines, your tailored ads appear, increasing the chances of conversion as they are already familiar with your brand.
Display remarketing involves showing targeted display ads to users who have previously visited your website or engaged with your digital content. These ads appear on various websites and social media platforms that are part of the ad network, reminding users of your products or services and encouraging them to return and complete a desired action.
Email remarketing involves re-engaging with users through personalised email campaigns. When users provide their email addresses or interact with your emails, you can segment them into specific lists and send tailored messages or offers, encouraging them to revisit your website or complete specific actions like making a purchase or signing up for a service.
Frequently Asked Questions about Remarketing
Remarketing is most effective when done thoughtfully. Avoid bombarding users with excessive ads and frequency capping to prevent annoyance. Tailor ads to be relevant and valuable to users to maintain a positive experience.
To create effective ads, personalise the content based on users’ previous interactions, highlight special offers or incentives, and use eye-catching visuals. A/B testing can help you refine your ads for better performance.
Yes, you must comply with data protection regulations like GDPR. Inform users about your remarketing practices in your privacy policy, and provide options for users to opt-out of remarketing if desired.
Most major digital advertising platforms, including Google Ads and Facebook, support remarketing. These platforms offer tools to create and manage remarketing campaigns effectively.
Track key metrics like click-through rates (CTR), conversion rates, and return on ad spend (ROAS). Analyse audience engagement and segment performance to optimise your campaigns.
No matter what sector you’re in, we believe that the fundamentals of great marketing never change
From your website user experience to the user imagery within your social media, brand is every moment of every interaction with your business. Defining who you are.
Get your content right, and the channels will all but take care of themselves. It is not enough for content to be superficially on-brand, but rather it must drive the brand’s vision, no matter how ambitious.
It’s no coincidence that the best B2B marketers are endlessly curious individuals who understand the value of research. I’s where every great strategy begins.
There is no better way of capturing incredible B2B or professional service content whilst simultaneously raising awareness and growing credibility, than by engaging with the top 1% of your target market; the influencers.
From SEO to email marketing and webinars to social media, your content needs to be distributed across all the relevant channels as you develop brand into a serious digital asset. Meanwhile, a paid lead generation strategy that limits cost per acquisition (CPA) may also be required, depending on short term targets.
In order to avoid “analysis paralysis”, a small number of headline metrics at both brand and commercial levels should be agreed upon, along with the frequency of updates. We typically find that weekly mini-reports ensure constant momentum without disrupting day to day activity.
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