You might find that many people visit your website once and do not purchase or convert and then never come back again. This could be for a number of reasons; they’re at home with children and pets who need seeing to in the background and they become distracted whilst on your website and forget to return or, they’re still researching their options so may come back to you in the future.
Remarketing is an extremely powerful tool which allows you to target visitors to your website with targeted and personal display ads in order to remind those who did not purchase about your brand as they browse the web. The people who have already visited your website have already shown an interest in your product or service and they already have an idea of who you are and what you do so are more likely to convert than those people who have never been to your website.
Remarketing allows you to place cookies on the browsers of people visiting your website and serve your ads on the Display and Search network.
What are the advantages of remarketing?
1. Choose a specific audience
Remarketing through PPC allows you to target specific audiences with specific messages. You already know that the people you’ll be retargeting have already been on your website but you can target based on other factors including:
- Product page visited
- Visited a certain page of the checkout process
- Time on site
- Number of pages visited
- Demographic targeting
- Geographic targeting
2. Increase conversion rates
You already know that not every visitor to your website will purchase or convert the first time they visit. This is especially true when it comes to a higher value purchase. Remarketing allows you to remind these visitors about your brand so, when they’re ready to make a purchase, your brand is at the forefront of their minds.
Remarketing can help you to increase conversion rates for your website because you’re driving more qualified traffic to your website – visitors who are more likely to convert because they know who you are and what you do.
3. Brand Exposure
Remarketing is a great way to increase your brand exposure. When your web visitors are exposed to your brand and messaging multiple times, they become much more familiar with you, making them more likely to choose you when they’re ready to make a purchase.
4. Lower Advertising Costs
Remarketing is one of the most cost-effective marketing methods you can use because it costs less than acquiring new visitors and, the people you do target are more likely to convert because they already know about you. For this reason, remarketing ads have a higher click through and conversion rates than other ads.