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In the ever evolving world of digital marketing, sometimes it can be hard to keep up with all the terms, lingo and new ways of doing things. Here is a little introduction into the concept of remarketing – what it is and how it works.
What is remarketing?
Remarketing (also known as retargeting by some industry digital engineers) is a form of advertising where you target people who have previously visited your website with display ads as they visit other sites online. This way people who have shown interest in your brand are not potentially lost forever and you can ensure you get your message back in front of them and direct them back to your site.
On average 98% of website visitors leave without converting into a customer or a lead. Remarketing is the way you can focus your advertising on prospects with the greatest potential. It gives you the opportunity interact with people who have expressed an interest in your brand, through relevant ads and ultimately getting them back to your site.
Why is remarketing so effective?
People who have already demonstrated an interest in your brand, product, or service have a higher probability of converting when retargeted. Remarketing is effective as it is targeting these people in a way that is more relevant to them. At Tango we develop remarketing strategies with specific creative material for the products people show an interest in. This strategy is backed by Yahoo research which found that People spend 25% more time looking at ads that are personally relevant to them.
How does it work?
When a person visits the pages on your site they are tagged with a cookie and added to an audience. As they browse through other sites (participating in a display network) your ads are shown. This can happen for as long as you wish and as often as you are willing to pay. Different pages on your website can tag visitors into different audiences and the ads can be tailored for these audiences. Once a person converts they will be taken out of the audience. You can then choose to target them with different ads if you wish.
Getting the best out of Remarketing
Although the concept is simple – getting the best out of remarketing is a little more involved. Without the appropriate finesse remarketing can be the equivalent of being stalked by online advertising.
A great remarketing campaign is a sophisticated combination of brand, messages, audience, content, timing, frequency and of course all the technical stuff in the background to make it work. Remarketing campaigns are constantly evolving. A great campaign uses the information and feedback to make changes to better interact with customers and meet the campaign objectives.