In the vast landscape of marketing, there are very few tactics that we can safely say just about every company should be considering. You can probably name the basics: social media, email marketing, and perhaps blog content to fuel the two. But here’s one that might not be as familiar:
Remarketing. Also called retargeting, this form of targeted online advertising is a cost-effective way to stay in front of your prospects and customers. Let us explain.
How it Works
Remarketing is essentially following someone around the internet after they have visited your website. You are serving ads to people who are familiar with your brand, whether having clicked on a previous ad, come across your site from a Google search, or manually typed in your URL.
Remarketing is enabled by placing a “pixel” in the code of your site or landing page, which then creates a “cookie” in a user’s browser when they cross paths with the pixel. Don’t worry about the lingo.
The cookie enables you to tap into an ad exchange that in turn displays your ads on thousands of websites that your potential client or customers visit after leaving your website.
Your remarketing strategy can be as simple as serving ads to people who have visited your homepage, or as in-depth as serving product- or service-specific ads to those who have landed on corresponding pages within your site. The possibilities are endless and ongoing. Amazon is an example of remarketing in its most detailed, prolific and scalable form. Click any product on Amazon, and you can bet you’ll see it being advertised to you elsewhere (or, let’s be real, everywhere) on the internet.
Why it Works
For us to say that every business should have a remarketing campaign is a bold statement, but we’re going to double down on it. Why?
Remarketing ads support your other forms of advertising as they continue to display your brand to those who have expressed interest (again, by visiting your website). Remarketing improves the return on investment from:
- Google AdWords – With Google Ads, you pay per click. Even when you’ve spent money attracting visitors to your website, most might not act immediately—but you know they could potentially be in the market for what you’re offering. Continue to advertise to them as they work through their purchasing decision.
- Print Advertising – Print ads typically drive casual viewers to your website. Keep reaching that potential customer as their interest grows.
- Social Media Advertising – Remarketing is available through social media as well. Use it to grow your following, encourage engagement, and promote events.
If you want to inform your customer base of a new product or service, launch a remarketing campaign. These ads will continue to get the word out farther and for longer than any grassroots push you could ever make. Better yet, you are advertising to customers and prospects who already recognize your brand and therefore could realistically be interested in new offerings.
Are the visitors who are viewing your initial ads clicking on the remarketing ads and coming back again? We can answer that. Each remarketing ad is a direct link back to your website. Through tracking software, it’s very straightforward to see the response of your campaign and calculate your ROI. Remarketing is a great match for owners and executives who like to see and measure what their marketing is doing for their business.
Remarketing budgets are extremely flexible as costs are determined by the amount of traffic that enters your website each month. We can also adjust in real time, which makes the ads even more cost-effective.
Netwave can create your account, design and write your ads, program them, manage your budget and deliver monthly reports on ad performance. Let’s get started today.