What is Remarketing?
Updated: 5 days ago
Author: Tereza Pánková
Date of Publication: 26/08/2022
Are you a company which sells through the internet and owns an e-shop? You will be interested in remarketing for sure. Remarketing is also known as retargeting. It’s about showing targeted ads to people who have already visited your e-shop or website. It’s also when people have acted on it. When customers are shopping on your e-shop, you have a chance to contact them and show them your website again, after a few months. It means that you can offer the same products to your customers. What are the main benefits and reasons for using remarketing?
Remarketing not only reminds visitors of their desire to interact with your brand. In addition, it can make it easier for them to move on to the next step of the conversion funnel. For example, if a user has left a product page, they may immediately see a remarketing ad that directs them back to the site. This remarketing action encourages them to move on to the next stage of the conversion funnel – adding the item to their cart.
Remarketing can be used to promote a specific product or offer, or to achieve a specific conversion goal, such as lead generation. For example, in e-commerce, remarketing ads can reduce the number of abandoned shopping carts. This happens by showing a product that a user added to their cart but eventually left the page without making a purchase. In this case, it is important the site have a sufficiently long period of time for the customer to have the purchase in the cart, even if it isn’t on the site. If the person "catches", clicks through the banner to the cart, but then sees it empty, you can be sure that you have just lost a customer.
So, what are the main reasons to use remarketing?
● Advertising is more functional the more the user sees it. Here, of course, there is also a certain tipping point when too much "wallpapering" with advertising can discourage the customer.
● The majority of customers don’t buy in the eshop. It is more usual to have 1 % to 2 % of visitors. On the other hand, every customer who buys counts. So why not convince at least those who already had the goods in their cart and for some reason forgot to finish the purchase?
● Targeting people who have already been with you is the most accurate targeting you have in your arsenal.
● You can set up different audiences and test which users end up buying, and then focus more on that group.
There are no limits to creativity in marketing, so even with remarketing, it is good to think "out of the box". You can target a user who put the goods in the cart and did not buy. Therefore, why not make a native ad for the product with the text "Have you forgotten something?".
What are your experiences with remarketing on your website for example? Is it useful?