Why Should You Engage in Remarketing?
While it would be preferable (and cheaper) for customers to convert after their first visit to a website, the reality is that most of them like to do their research and shop around before they make their final purchase decision.
If you’ve ever visited a website and have later been shown ads for that particular website, then you were a target for remarketing. Available on the Google Display Network, remarketing is like sending customers a gentle reminder that you’re still around. The principle is simple: users who have visited a website are more likely to be interested in its products.
Dynamic marketing, however, goes one step further and lets businesses show previous visitors the exact products and/or services they were looking at on their website, accompanied by messages that are tailored specifically to them. Previously, dynamic marketing was only available to those in retail/ecommerce, but as of October 2014, it’s opened up to businesses of all kinds.
Why it works
Remarketing keeps you connected to your target audience even after they leave your website. The Google Display Network lets you display your ads across YouTube, Google Search, mobile sites and apps, which serve to boost your brand exposure and make you more recognisable.
Remarketing vs. regular advertising
Because ad spend is directed at people who have already displayed an interest in the product, service or company, remarketing often results in a greater ROI, higher click-through-rates, higher conversion rates (often up to two times higher) and an overall lower cost-per-acquisition.
When to use it?
For many retailers, shopping cart abandonment is a huge problem. Somewhere between 60-80% of shoppers abandon their shopping cart before they proceed to the payment stage. There are a number of reasons as to why this happens, but remarketing is an effective way of retargeting them and enticing them to complete the checkout process.
Businesses turn to remarketing for its large-scale reach as well. There are more than 2 million websites and apps within the Google Display Network, which means more opportunity to reach more people.
Acting almost as a last line of defence and getting your brand back in the eyes of your target audience, remarketing is your ultimate back up plan and definitely worth considering for your business.