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Did you know that there are people who still believe that the Earth is flat? And not just a few people, but a good number of them – about 40 percent of the population, in fact. It’s hard to believe, isn’t it? Especially when we have all this evidence proving that the Earth is round. But for some reason, these people refuse to accept scientific fact and instead cling to their false beliefs.
In a way, this is similar to how businesses sometimes cling to out-dated marketing strategies even when better ones are available. Just like those people who believe in a flat Earth, these businesses are refusing to accept new evidence and change their ways. And as a result, they’re missing out on opportunities like Remarketing to reach more customers and grow their businesses.
But what is remarketing, exactly? And why should your business be using it? Keep reading to find out…
What is Remarketing?
Remarketing (also known as retargeting) is a form of online advertising that allows businesses to target ads to people who have already visited their website or interacted with their brand in some way.
For example, let’s say you run a clothing store and someone comes to your website but doesn’t make a purchase. With remarketing, you can target that person with ads for your store the next time they’re browsing the internet, and hopefully remind them to come back to your site and buy something.
This is different from other forms of online advertising, which generally aim to reach people who have never heard of your business before. With remarketing, you’re targeting people who are already familiar with your brand and are more likely to convert into customers.
Why Use Remarketing?
There are a few key reasons why you should be using remarketing as part of your overall marketing strategy:
1. It’s effective
Remarketing is one of the most effective marketing techniques out there. In fact, according to Google, businesses that use remarketing see an average of 10 times more conversions than those that don’t.
2. It’s affordable
Remarketing is also a very cost-effective way to market your business. Since you’re only targeting people who have already shown an interest in your brand, you’re not wasting your money on ads that will never be seen by potential customers.
3. It’s easy to set up
Remarketing is relatively easy to set up and get started with. You don’t need to be a marketing expert or have a lot of technical knowledge – all you need is a website and a few minutes to set up your campaign.
How to Get Started with Remarketing
If you’re convinced that remarketing is right for your business, then it’s time to get started! Here are the steps you need to take:
1. Set up a remarketing campaign
The first step is to set up a remarketing campaign in Google Ads. This is the platform that most businesses use for their remarketing efforts, and it’s relatively easy to use even if you’re not a marketing expert.
2. Add the remarketing code to your website
Once your campaign is set up, you’ll need to add a piece of code to your website. This code will place a cookie on your visitors’ browsers, which will then allow you to target them with ads.
3. Create your ad
Now it’s time to create your remarketing ad. This is where you’ll need to get creative and come up with an ad that will grab people’s attention and convince them to come back to your site.
4. Target your audience
After your ad is created, it’s time to target your audience. You can target people who have visited specific pages on your site, people who have taken certain actions on your site, or even people who haven’t visited your site in a while.
5. Monitor your results
Once your remarketing campaign is up and running, it’s important to monitor your results and adjust your strategy as needed. This will help you ensure that your campaign is as effective as possible and that you’re getting the most bang for your buck.
Things to Consider when Using Remarketing for Your Business
1. Frequency Capping
When using remarketing, it’s important to consider frequency capping. This is the practice of limiting the number of times that someone sees your ad. For example, you might only want someone to see your ad 3 times in a week.
Frequency capping is important because you don’t want to annoy your potential customers with too many ads. If someone sees your ad too often, they’re likely to become annoyed and tune it out entirely.
2. Targeted Audiences
When creating your remarketing campaign, it’s important to carefully consider who you’re targeting. You can target people who have visited specific pages on your site, people who have taken certain actions on your site, or even people who haven’t visited your site in a while.
3. Ad Content
Your ad content is also important to consider when using remarketing. You need to create an ad that will grab people’s attention and convince them to come back to your site. This means that your ad needs to be creative, eye-catching, and relevant to your audience.
4. Budget
When setting up your remarketing campaign, you’ll need to consider your budget. Remarketing can be a very cost-effective way to market your business, but it’s important to consider how much you’re willing to spend on your campaign.
5. Results
Finally, it’s important to monitor your results and adjust your strategy as needed. This will help you ensure that your campaign is as effective as possible and that you’re getting the most bang for your buck.
Pros and Cons of Remarketing
Now that you know a little bit more about remarketing, it’s time to weigh the pros and cons to see if it’s right for your business.
Pros of Remarketing
1. Increased brand awareness: Remarketing can help increase brand awareness by keeping your business top-of-mind for potential customers.
2. More targeted ads: Remarketing allows you to target your ads more narrowly, which can lead to more conversions.
3. Lower costs: Remarketing can be a very cost-effective marketing strategy, especially when compared to other forms of advertising.
4. Increased ROI: Because remarketing is so targeted, it can often lead to a higher ROI than other marketing strategies. You can refer to our article on How to Measure the ROI of Your Digital Marketing Campaigns to know more on this.
Cons of Remarketing
1. Requires code: To use remarketing, you’ll need to add a piece of code to your website. This can be difficult for some businesses, especially if they’re not tech-savvy.
2. Can be intrusive: If not used properly, remarketing can be intrusive and annoying to potential customers. This is why it’s important to consider frequency capping and targeted audiences when using remarketing.
3. Requires a good ad: In order for remarketing to be effective, you need to create a good ad. This can be difficult, and if your ad is not effective, your remarketing campaign will likely be unsuccessful.
Conclusion
Remarketing can be a great marketing tool for businesses of all sizes. It’s important to weigh the pros and cons before deciding if remarketing is right for your business. If you do decide to use remarketing, be sure to consider frequency capping, targeted audiences, and ad content to ensure that your campaign is successful.
