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What Is Remarketing and What Are Its Benefits?

Updated: Dec 15, 2023


Tereza Pánková, author of the article with title "What Is Remarketing and What Are Its Benefits?"


Author: Tereza Pánková

Date of Publication: 26/08/2022





Are you a company which sells through the internet and owns an e-shop? Then 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. In other words, when customers are shopping on your e-shop, you have a chance to contact them again after a few months. This means that you could offer your customers the same product more than once. What are the reasons and main benefits of using such a remarketing strategy?


laptop - coffee - remarketing

What are the benefits of remarketing?

Remarketing benefits can vary. Remarketing not only reminds visitors of their desire to interact with your brand. It also makes 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 without finalizing the purchase, they may immediately receive a remarketing ad that redirects them to your website. This remarketing action encourages them to take the next step and add the previously selected item to their cart.


In addition, remarketing can be used to promote a specific product or offer. It can also be used 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. However, in this case it is important that customers’ chosen products be visible in the cart for a relatively long period of time. This is because, once customers are back on the website, the probability that they will actually purchase the product increases if it’s still in the cart.


remarketing strategy on mobile and desktop ads

What are the reasons to use remarketing?

Advertising is more functional

Advertising is more functional the more the user sees it. However, there is also a point when too much advertising can backfire and discourage the customer.


The majority of customers don’t buy

While it is usual to have more visitors than buyers on your website, it is important to try to convince at least those who have goods in their cart to finish their purchases.


Targeting loyal customers

Targeting loyal customers or previous buyers is the most effective targeting strategy you can have.


Subgroups

You can set up different audiences and test which users end up buying the most. Once you’ve identified a group, focus more on that.


No limits to creativity

In marketing just as in remarketing, it is good to think "outside the box" and be original. If you are targeting a user who has put the goods in the cart but did not buy them, you could send them a customized ad with text "Have you forgotten something?"


And you? What are your experiences with remarketing? Do you use remarketing strategies on your website? Are they useful?


 

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