How Does Remarketing Benefit My Business?
Remarketing, or ad retargeting, keeps track of people who visit a particular website or landing page. This information is then used to display relevant ads to the lost leads. It’s something that marketers have been using for years, but not everyone knows how to use it. One myth is that remarketing is intrusive and will bother customers. When done correctly, remarketing is not annoying and will instead allow you to walk alongside your bounced traffic.
Have You Been Retargeted?
Think about it. You’ve probably been retargeted without even knowing it. Say you’re considering installing a swimming pool in your backyard. You skim through various sites and then leave to do something else. Then, you notice that one of the brands keeps showing up and following you around with their ads. Over time, you get familiar with the brand, who they are and what they have to offer. Before you know it, you’re downloading a white paper or scheduling a free estimate.
See – remarketing is savvy and it doesn’t have to be intrusive or annoying. Remarketing is used to:
- Bring back leads who don’t convert
- Re-engage with abandoned shopping cart prospects
- Upsell products to a targeted group of customers
- Increase visibility and brand awareness
Will Retargeting Benefit Your Business?
Now that you know what remarketing is and why marketers use it, you must now consider the benefits to your own business. The points listed above are obvious benefits, as you can use the marketing tactic to bring back leads and those with abandoned shopping carts. Perhaps these customers weren’t ready to make a purchase at the time, or maybe a small incentive like free shipping will make them convert.
Remarketing also gets your ads into the right hands. Instead of paying for ads to be displayed to people who may have no interest in your product or service, retargeted ads are shown to customers who have heard of your brand and have a need for your product.
You can also narrow in on a particular audience. If your brand sells winter boots, for instance, you can show an ad for children’s boots or women’s boots depending on what ad the customer had clicked on. The better your ad fits the customer, the more likely they are to click on it.
Finally, remarketing allows for numerous strategies depending on your goals. It can help with generating quality leads, increasing sales, developing brand awareness and driving traffic to your site. This versatility is what makes remarketing especially effective since it can be tailored toward your business goals and used to optimize campaigns.