There’s a common misconception about online ads—namely, that consumers hate them. Dig into the research and you’ll find that this isn’t exactly true, however. People don’t hate ads; they just hate irrelevant ads. When marketers can precisely target their advertising to show the consumer something he or she is actually interested in—well, that’s the sweet spot. That’s where everyone wins.
It’s an achievable goal, especially through the practice known as remarketing. This is something we highly recommend to businesses, and in today’s post, we’ll look at remarketing in detail.
What Is Remarketing?
Imagine this scenario: You’re online, browsing for a new pair of brown boots. You look at some online shops and see some things you like but aren’t quite ready to make a decision. So you scroll over to Facebook—and as you look at your newsfeed, you notice some ads for the very pair of boots you had your eye on.
Has this ever happened to you? If so, then you’ve had some experience with remarketing, at least from the standpoint of the consumer. Remarketing is all about personalizing ads, making them more relevant to the consumer needs, often based on their actual online behavior. From the advertiser’s standpoint, it’s a smart way of ensuring that you’re only spending ad dollars to reach consumers you know have some interest in what you’re selling.
How Does Remarketing Work?
To get started with remarketing, the first thing you’ll need to do is have the right code affixed to your website. This allows you to track activity on certain pages, and keep tabs on folks who show an interest in particular products. Additionally, many e-commerce stores track shopping cart pages, allowing them to follow up with shoppers who abandon their orders.
Once you’ve identified your target consumers, who can show them specialized ads, featuring the products they’ve already viewed. Essentially, remarketing allows you to follow a consumer across the Web and to create multiple touchpoints with them throughout their consumer journey.
Why Is Remarketing So Valuable?
Being able to stick with a consumer across his or her journey is invaluable; remember that only about 2 percent of all consumers actually convert on their first visit to your website. Some studies show that it takes as many as 10 touchpoints before you can coax a lead into a sale—and remarketing is one of the most efficient ways to create those touchpoints.
There are some other perks to remarketing, too. It’s a smart way to use your marketing budget as efficiently as possible, minimizing the risk that you’re wasting ad bucks on consumers who just don’t care about your product. Indeed, the precise targeting that remarketing offers is almost unparalleled.
It’s also an effective way to build goodwill for your brand. Go back to what we said about consumers hating irrelevant ads; with remarketing, you can largely excise those from your strategy, instead serving the kinds of content that your target audience really wants to see.
Getting Started with Remarketing
Just one caveat: Remarketing really only makes sense within the parameters of a robust, comprehensive marketing strategy. That’s something we can help you develop right here at Driven2020, a company that skips the fluff and goes straight to what delivers results.
If that sounds like the kind of online marketing campaign you’d like to launch, we invite you to give us a call. We can help you put together a customized action plan that encompasses SEO, website design, social media—and yes, remarketing! Connect with us today to start the process.