Remarketing, also known as retargeting, is a digital marketing strategy that involves re-engaging visitors who have previously interacted with your website or mobile app. It's a way to remind these past visitors about your products or services, encouraging them to revisit and complete the purchase they initially showed interest in.
Remarketing is used across various digital platforms such as Google AdWords, Facebook, and other third-party networks. For instance, when a visitor leaves your website without making a purchase, remarketing allows you to show targeted ads to that visitor when they browse other websites, use mobile apps, or search on Google. These ads are tailored based on the products or pages they viewed on your website, making them more relevant and likely to draw the visitor back.
The main purpose of remarketing is to increase conversion rates and ROI by re-engaging potential customers who have shown interest in your products or services. It allows businesses to maintain brand visibility and stay connected with their audience, even after they've left the website.
A remarketing campaign works by placing cookies on your site visitors' browsers when they meet your criteria. Their cookie ID is added to your remarketing list. You can create different lists for different categories. Later, when your cookied visitors browse the web, the cookie tells your provider when to show ads.
There are several software and tools available to implement remarketing strategies, such as Google AdWords, AdRoll, Criteo, and Facebook's Custom Audiences.
Remarketing offers several benefits. It increases brand recall, as seeing the brand repeatedly helps potential customers remember it. It also improves conversion rates, as the more a person is exposed to your brand, the more likely they are to convert. Additionally, you can target your ads to a specific audience, making your marketing campaign more effective.
Remarketing is a powerful tool in digital marketing. By targeting visitors who have shown interest in your products or services, you can increase your brand visibility, boost conversion rates, and ultimately, improve your business's bottom line.