Those banners that seem to follow you around the internet are all part of remarketing. What’s the purpose of this type of advertising, and how does it work? Let’s dive into the details.
First, let’s take a broader look. According to global statistics, returning visitors are 20-30 % more likely to convert than new ones. Why is this? A user may have visited your site, compared options, and after some time, their need or desire drives them to make a purchase. Search engines capitalized on this by creating a solution to encourage return visits through advertising, known as remarketing.
What is remarketing?
Remarketing is a type of advertising that targets users who have previously visited your website.
You’ve likely seen these ads everywhere - banners reminding you of products or services you’ve already looked at.
Key factors for a successful remarketing strategy:
- Urgency of satisfying the need. Some products or services are needed immediately, such as an emergency tow truck. There's no point in showing these ads for 30 days. However, other purchases, like a vacation to Turkey, are planned well in advance, making remarketing more useful as users compare options.
- Repeat purchases. For one-time purchases, there's usually no need for remarketing (unless you want to encourage word-of-mouth). But for recurring purchases, remarketing can effectively drive customers back for their next order.
- Compelling offer. We’ve all experienced “advertising fatigue” from irrelevant ads. To avoid this, stimulate interest with a compelling offer. This could be a sale, a special deal, new products, or a clearance event.
- Customer decision timeline. As mentioned above, some purchases (like an emergency service) are immediate, while others (like booking a vacation) may take 30 days or more. Tailor your remarketing campaigns to the customer’s decision timeline.
- Audience segmentation. Don’t target just anyone who visited your site. Segment your audience based on interests and needs before deciding who to retarget. This will save you money and boost your campaign’s effectiveness.
These key principles form the foundation of a well-executed remarketing strategy. At our agency, we offer professional remarketing services as part of our contextual advertising packages. If you need assistance with your remarketing campaign, don’t hesitate to reach out. We’re always here to help!
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