What is Remarketing?

Remarketing is a great way to appeal to users and customers who have visited your website, but who didn't actually complete the conversion action.. In other words, you'll be able to appeal to potential customers who have already shown interest in your products or services. By combining the best display advertising techniques with the information available from your analytics, you'll be able to target the most relevant audience imaginable.

How does Google Remarketing work?

1. Within your website you need to 'tag pages' and associate these to specific categories. For example if you are selling clothes online you might want to tag pages with the following - 'Summer Short Dresses' or 'Little Black Dress for the Christmas Season'. Think about what your potential client is searching for......
2. Then, within Google Adwords build your campaign around these specific categories. Remember to be 'direct' with your marketing messages - no noise. You want to hit customers who have an 'intent to buy online'. Perhaps, give them offers to 'dangle that carrot' for them to click on the ad, for example '10% off' or 'Free Delivery'.
3. Here's the clever part. using Google Display Network you can advertise to potential customers who have already visited your website and target them with adverts which mean something to them. It means you are always marketing to them.

Does Remarketing work?

For today's audience, it might seem that most online shopping is a fairly instantaneous process, but it can actually take several days to convert after first becoming aware and viewing a product. Whilst this can give businesses of all kinds a great opportunity to prevent buyer's remorse by constantly reinforcing the decision across social media sites like Facebook, Twitter and Instagram, along with using content marketing to its very best effect, there is a downside.

After first viewing the product, there is a chance that the customer could then find a cheaper, or more authoritative, website from which to purchase the item. That's why it's important that you continue to make the most of retargeted digital marketing strategies to keep your potential customer engaged with your business all the way through to their conversion.

Remarketing involves the use of display advertising techniques to appeal to customers who have already visited your site. Retargeted advertisements are presented through Google's Display Network, or the alternatives of other search engines like Yahoo and Bing. This means that your ads could be shown if your potential customers visits any one of the 2 million websites which have opted in to display adverts.

Thanks to the display network from Google, you can choose from a variety of different ad formats, including:

• Rich Media.
• Simple Text Adverts.
• Video Content.

When it comes to remarketing, you can be as broad or specific as you like. You can target those who've previously visited your website, or aim your advertising towards people who have looked at a specific product, page or content on your site.

If you're intelligent, you can use Google Analytics to target potential customers based on hugely specific criteria, such as the amount of time that they spent on your site. Not only will your analytics allow you to target the most relevant customers, it can also improve your click-through-rate (CTR), overall conversion rate and cost-per-click (CPC).

When it comes to remarketing and display advertising, the most important thing is that you achieve a positive return on investment (ROI) to ensure that you can actively make a profit from your marketing and encourage high levels of interaction with your customer.