According to Google Adwords, remarketing is a feature of Internet-based advertising. Basically, it allows you as a brand, company or advertiser to display adverts across the Google display network to users who have previously visited your website.
For instance, if someone has viewed a section of your website that details and sells your top services, you can later show them the same services and offers they’ve been looking at if they didn’t make a purchase or get in touch the first time.
Let’s break it down into marketing and remarketing stages:
1. A user visits your site
2. They look at your services and products but don’t make a purchase or get in touch with your sales team
3. Later on the same day the same user visits a site and is shown one of your ads
4. User clicks to revisit your site and this time makes a purchase or contacts you
There are many advantages to this kind of remarketing. Firstly, it gives you as a brand or advertiser the chance to target users who you know already have an interest in what you can offer. It also enables advertisers to take control and make choices about which services to remarket or upsell depending on a range of factors, such as which people currently have the most interest in.
On a technical level, this kind of remarketing involves the advertiser adding a key bit of code to the website pages they want to promote, which is called a remarketing tag.
This video from Google explains how remarketing works in a little more detail:
There are a lot of different views about remarketing, how it works and whether it does in fact drive more sales. Many people comment on social networks and in forums that they find the concept interesting, others are confused and others are worried about how much Google knows about their viewing and buying habits.
Regardless of the public’s views, several companies have found that remarketing really works for them. For instance, Google has compiled a case study about the popular home brand Yankee Candle, which used Google remarketing to tailor ads at users who had previously visited its sites:
“Yankee Candle’s Remarketing campaign has generated positive results, with nearly 10 percent of its abandoned shopping cart visitors returning to the site. The Remarketing campaign’s conversion rate was also 600 percent higher than the account average, and the cost-per-conversion was nearly half the account average.”
These results certainly speak for themselves and show that if brands take a tailored and responsive approach to remarketing, it can work to drive sales of both products and services.
To find out more about remarketing, visit the Google support site or contact us here at Codastar to discuss how we can integrate remarketing into your current online strategy.
Image via Yankee Candle case study.