Remarketing, also known as retargeting, is a powerful digital marketing strategy that allows businesses to reconnect with potential customers who have previously visited their website or specific web page. It is an effective way to target people who have shown interest in a business or brand, giving companies another chance to engage with them and encourage conversion.
Key Takeaways
- Remarketing is a digital marketing strategy that helps businesses reconnect with potential customers who have already shown interest.
- Retargeting and remarketing have different strategies – retargeting uses cookies to serve ads while remarketing involves sending sales emails.
- Remarketing can be done through various ad platforms such as Outbrain, Google ads, and Facebook ads.
- There are different types of remarketing campaigns, including targeting pricing page visitors, cart abandoners, and previous purchasers.
- Remarketing campaigns are important for reaching potential customers who are not yet ready to buy and improving conversion rates.
The Difference Between Retargeting and Remarketing
Retargeting and remarketing are two commonly used terms in online advertising, but they involve different strategies to target potential customers. Retargeting is based on cookies and serves ads to users who have previously visited a website. It focuses on reminding visitors about a product or service they showed interest in, aiming to bring them back and encourage a conversion. On the other hand, remarketing is based on email and involves sending sales emails to users who have provided their information. It focuses on nurturing leads and guiding them through the sales funnel.
With retargeting, businesses can track users through the use of cookies. When a visitor lands on a website, a cookie is placed in their browser. This allows the business to display ads to that user on other websites they visit. The goal is to remind the user about the brand and entice them to return to the website and make a purchase.
“Retargeting is like a gentle nudge, reminding potential customers of what they were interested in. It keeps the brand at the top of their minds as they browse the web, increasing the chances of converting them into actual customers.”
Remarketing, on the other hand, leverages email marketing to reach potential customers who have shown interest in the brand. By collecting user information, such as email addresses, businesses can send targeted sales emails to individuals who have already engaged with the brand. Remarketing via email allows for personalised communication and the opportunity to nurture leads by providing them with relevant content and offers.
By understanding the difference between retargeting and remarketing, businesses can effectively implement these strategies to target potential customers at different stages of the buyer’s journey. Retargeting is ideal for bringing back users who have already shown interest, while remarketing is valuable for nurturing leads and guiding them towards a conversion.
How Remarketing Works
Remarketing utilises cookies and emails to target users who have shown interest in a business or brand, serving ads or sending sales emails to reconnect with them. This powerful advertising technique allows businesses to stay in touch with potential customers who have already engaged with their website, increasing the chances of conversion and improving return on investment (ROI).
When a user visits a website, a cookie is placed on their browser, enabling the website to track their activity. This cookie stores information about the user’s visit, such as the pages they viewed or products they showed interest in. Later, when the user visits another website that is part of the same ad network, the cookie triggers targeted ads to be displayed, reminding the user about the brand or product they previously interacted with.
Email remarketing works in a similar way, but instead of using cookies, it relies on capturing user information through email subscriptions or data provided during the purchase process. Once the user’s email address is obtained, relevant sales emails can be sent to them, enticing them to revisit the website and complete their purchase or take advantage of a special offer.
Remarketing can be implemented through various ad platforms, such as Outbrain, Google Ads, or Facebook Ads. These platforms enable businesses to set up remarketing campaigns, define target audiences, and allocate budgets. By leveraging the power of remarketing, businesses can maximise their online advertising efforts, reconnect with potential customers, and drive conversions.
| Benefits of Remarketing: |
|---|
| Reaching potential customers who are not yet ready to buy |
| Improving conversion rates |
| Keeping the brand at the top of customers’ minds |
| Increasing return on investment (ROI) |
Platforms for Remarketing Campaigns
Remarketing campaigns can be conducted through different ad platforms like Outbrain, Google ads, or Facebook ads, allowing businesses to reach their target audience effectively. These platforms provide businesses with the tools and capabilities to serve personalised ads to users who have previously visited their websites or engaged with their content. By utilising these platforms, businesses can stay top-of-mind with potential customers, increase brand recognition, and ultimately drive conversions.
Outbrain is a popular ad platform that focuses on native advertising, which seamlessly integrates ads within the user experience. It offers remarketing options that allow businesses to reach users who have shown interest in their products or services. Outbrain’s advanced targeting capabilities ensure that ads are served to relevant audiences, maximising the chances of conversion.
Google Ads, on the other hand, is a versatile ad platform that offers remarketing features through its Google Display Network. It allows businesses to create specific lists of website visitors and target them with tailored ads across various websites and apps within the Google Network. This platform provides extensive customisation options, such as adjusting bids based on user behaviour and demographics, to optimise remarketing campaigns.
Facebook ads, with its vast user base and powerful targeting options, is another popular platform for remarketing campaigns. It enables businesses to create custom audiences based on website visitors or engagement with their Facebook page or content. With Facebook ads, businesses can deliver personalised ads to their target audience, leveraging the platform’s sophisticated targeting capabilities to increase conversions and drive engagement.
| Platform | Main Features |
|---|---|
| Outbrain | – Native advertising – Remarketing options – Advanced targeting capabilities |
| Google ads | – Google Display Network – Tailored ads – Customisation options |
| Facebook ads | – Vast user base – Powerful targeting options – Custom audiences |
Types of Remarketing
Remarketing offers various targeting options, allowing businesses to tailor their campaigns to reach specific groups like pricing page visitors, industry-specific page visitors, cart abandoners, previous purchasers, video viewers, and page engagers. By focusing on these distinct segments, businesses can maximise their chances of converting potential customers into loyal ones.
1. Pricing Page Visitors
Targeting visitors who have shown interest in pricing pages can be particularly effective. These individuals have demonstrated a strong intent to purchase and are more likely to convert. By remarketing to this group, businesses can remind them of their interest and provide additional incentives to encourage a purchase.
2. Industry-Specific Page Visitors
For businesses operating in niche industries, remarketing to industry-specific page visitors can be highly beneficial. These individuals have already shown an interest in the specific products or services offered by the business, making them more likely to convert. By tailoring ads to their specific needs and preferences, businesses can further nurture these leads and increase the chances of a successful conversion.
3. Cart Abandoners
Cart abandonment is a common issue for businesses, but remarketing can help recover those lost sales. By targeting users who have added items to their carts but failed to complete the purchase, businesses can remind them of their abandoned items and incentivise them to return and complete the transaction.
4. Previous Purchasers
Remarketing to previous purchasers is an effective way to encourage repeat business. By offering exclusive discounts, loyalty rewards, or personalised recommendations based on their past purchases, businesses can keep these customers engaged and increase the likelihood of future conversions.
5. Video Viewers and Page Engagers
Remarketing to users who have engaged with videos or specific pages on a website can be highly targeted and effective. Those who have watched videos or spent time exploring certain pages have already shown a strong interest in the brand or product, making them more likely to convert. By retargeting these users with relevant ads, businesses can further nurture their interest and increase the likelihood of a successful conversion.
| Remarketing Type | Target Audience | Benefits |
|---|---|---|
| Pricing Page Visitors | Users who have shown interest in pricing pages | Increased conversion rates, targeting potential customers ready to purchase |
| Industry-Specific Page Visitors | Users interested in specific industry products or services | Improved relevance and personalisation, higher chances of conversion |
| Cart Abandoners | Users who have added items to their carts but have not completed the purchase | Recover lost sales, remind users of their interest, and incentivise conversion |
| Previous Purchasers | Customers who have made past purchases | Encourage repeat business, increase customer loyalty |
| Video Viewers and Page Engagers | Users who have watched videos or engaged with specific pages | Nurture interest, increase brand engagement, and enhance conversion likelihood |
The Benefits of Remarketing Campaigns
Remarketing campaigns play a crucial role in engaging potential customers who need an extra push and can significantly enhance conversion rates for businesses. By re-targeting ads to users who have previously visited a website or specific web page, remarketing allows businesses to reach out to individuals who have already shown an interest in their brand or products. This targeted approach ensures that ads are served to a qualified audience, increasing the chances of converting these users into paying customers.
One of the key advantages of remarketing campaigns is their ability to keep a brand at the top of a user’s mind. By continuously showing relevant ads to customers who have already expressed an interest, remarketing helps to build brand recognition and familiarity. This repetition helps to establish trust and credibility, making potential customers more comfortable with the idea of making a purchase.
Additionally, remarketing campaigns can help businesses capitalise on lost website traffic. By re-engaging with users who have visited a website but have not taken any action, remarketing can remind them of the value that the business offers and encourage them to return. This proactive approach can help to recapture lost opportunities and turn them into conversions.
| Type of Remarketing Campaign | Description |
|---|---|
| Pricing page visitors | Targeting users who have visited a pricing page but did not make a purchase, encouraging them to reconsider. |
| Industry-specific page visitors | Focusing on users who have shown interest in a specific industry, tailoring ads to their specific needs and preferences. |
| Cart abandoners | Re-targeting users who have added items to their cart but did not complete the purchase, reminding them of the items they were interested in and offering incentives to complete the transaction. |
| Previous purchasers | Upselling or cross-selling to customers who have already made a purchase, encouraging repeat sales or promoting related products. |
By implementing remarketing campaigns, businesses can maximise their return on investment (ROI) by honing in on potential customers who are most likely to convert. This targeted approach not only reduces wasted ad spend on uninterested audiences but also increases the chances of converting users into paying customers. With various types of remarketing available, businesses have the flexibility to tailor their campaigns to specific goals, whether it’s re-engaging cart abandoners, nurturing previous purchasers, or attracting new customers through video remarketing.
Conclusion
Remarketing, with its ability to reconnect with website visitors and deliver targeted ad campaigns, is an invaluable tool for businesses looking to optimise their marketing efforts. By serving ads to users who have previously visited a website or specific web page, remarketing allows businesses to target people who have already shown interest in their brand or products.
The main difference between retargeting and remarketing lies in the strategies used. Retargeting utilises cookies to serve ads to potential customers, while remarketing involves sending sales emails to users who have provided their information. This email-based approach helps to keep the brand at the top of users’ minds and encourages them to take action.
Platforms like Outbrain, Google ads, and Facebook ads provide businesses with the means to execute effective remarketing campaigns. By setting up a pixel on their website to track visitors, businesses can add them to their retargeting lists and serve them customised ads or emails based on their previous interactions.
There are various types of remarketing campaigns that businesses can employ, including targeting pricing page visitors, industry-specific page visitors, cart abandoners, previous purchasers, video viewers, and page engagers. Each type of campaign offers a unique opportunity to reconnect with potential customers at different stages of the purchase funnel. Remarketing campaigns help reach potential customers who may not be ready to buy, while also improving conversion rates by providing a tailored approach to individuals who have already shown interest in a brand or product.
In summary, remarketing is a powerful digital advertising strategy that enables businesses to re-engage with website visitors and deliver targeted ad campaigns. By utilising platforms like Outbrain, Google ads, and Facebook ads, businesses can take advantage of the numerous benefits that remarketing offers. From reaching potential customers who are not yet ready to buy, to improving conversion rates, remarketing plays a crucial role in optimising marketing efforts and driving stronger results.
FAQ
Q: What is remarketing?
A: Remarketing, also known as retargeting, is a form of digital marketing where ads are served to users who have previously visited a website or specific web page.
Q: What is the difference between retargeting and remarketing?
A: The main difference between retargeting and remarketing is the strategy used. Retargeting is based on cookies and serves ads to potential customers, while remarketing is based on email and involves sending sales emails to users who have provided their information.
Q: How does remarketing work?
A: Remarketing works by tracking visitors on a website through the use of a pixel, which adds them to a retargeting list. Ads can then be served to these visitors on various platforms like Outbrain, Google ads, or Facebook ads.
Q: What are some platforms for remarketing campaigns?
A: Businesses can utilise platforms like Outbrain, Google ads, and Facebook ads to run their remarketing campaigns.
Q: What are the types of remarketing?
A: Remarketing includes targeting specific page visitors, such as pricing page visitors, industry-specific page visitors, cart abandoners, previous purchasers, video viewers, and page engagers.
Q: What are the benefits of remarketing campaigns?
A: Remarketing campaigns allow businesses to capitalise on lost website traffic, target potential customers who have shown interest, keep the brand at the top of their minds, and improve return on investment (ROI).
Q: What is the conclusion?
A: In conclusion, remarketing is an effective way to reach potential customers who may not be ready to make a purchase yet. By running remarketing campaigns, businesses can increase conversion rates and maximise the impact of their digital advertising efforts.
