Digital marketing agencies have been using remarketing to increase traffic, leads, and sales for a long time. However, marketers have had access to more tools and data in recent years, which enables remarketing to take center stage in a bigger marketing strategy. But what is remarketing exactly, and how does it work?
In this article, we take a closer look at remarketing and how digital marketing agencies use this process to boost leads in both the long and short term.
Remarketing is a digital marketing technique in which marketers collect data that will later be used to retarget online users that previously clicked on a pay-per-click (PPC) ad. Data collection is important, and the remarketing process uses this information to reconnect with previous website visitors and encourage these individuals to take the desired action.
In short, remarketing ads can remind a previous site visitor of a certain product, service, or offer. The general thesis behind this effort is that online users who are already familiar with a particular brand or product are more likely to click on the ad.
Digital Authority Partners refers to remarketing as an opportunity for brands to “take a second chance” on their products, services, and special offers.
And, of course, there are also different types of remarketing.
The Different Types of Remarketing
Remarketing takes place on various search engines and social media platforms, but there are also “types” of remarketing which enable marketers to expand their reach.
Standard Remarketing Ads (2 Main Types)
The standard way of remarketing is to display PPC ads to previous visitors who did not take the desired action. This means targeting online users who visit Google and other search engines and use keywords for which the marketer is also targeting.
For instance, if an online user performs a search for something like “dentist near me,” marketers can display ads to these individuals through PPC ads in the search results.
Dynamic Remarketing Ads
Dynamic PPC ads use collected data to retarget users based on their online behavior. These ads are curated specifically for the user who sees the ad, and this process is shown to increase the likelihood that they’ll take the desired action.
For instance, if a customer comes close to buying a product, dynamic ads can show online users this very same product/ad that they had previously placed in their shopping cart but not followed through on purchasing.
Email Remarketing
Email remarketing is a bit different from dynamic remarketing because it uses email as opposed to search engines or social media. Marketers send these emails (which contain ads) to online users who previously clicked on that same offer. These ads are often referred to as “targeted follow-up emails” and contain a clear call to action (CTA).
For instance, marketers use SEO tools to collect data to send a remarketing email to an online user who added a pair of shoes to their shopping cart but didn’t follow through with the purchase. This email will usually contain a colorful CTA button. This is a persuasive and often successful tactic. In fact, many experts say that email marketing is still the most powerful tool!
You can also use this same process with video format, and this is referred to as video remarketing. This means marketers can display remarketing ads to online users who previously watched a video by this same brand or about this same product, offer, etc.
Platforms that Marketers Use for Remarketing
While some brands use blog posts and other website content for a remarketing campaign, search engines and social media offer the best return on investment.
Advertisers can use different platforms to deploy these ads, with Google Ads and Facebook Ads being the most common choice among expert marketers. There are also services such as AdRoll, which enables marketers to roll out a remarketing campaign to multiple platforms, including Google, Bing, Twitter, Facebook, etc.
Just to be extra clear, let’s consider why the two above are so popular.
Remarketing with Google AdWords
Google Ads is where most marketers focus their remarketing efforts. The setup is quick, and lots of tools and analytics are provided free of charge. This means Google helps provide advertisers with all the data needed to initiate a remarketing campaign.
Remarketing with Facebook Ads
Facebook provides a powerful range of tools and insights for marketers to begin collecting data. The targeting options are unrivaled, and the audience on Facebook is immense. Hence, it makes sense that this platform is so popular for remarketing.
Now, that’s not to say remarketing is not worthwhile on other platforms, but rather to highlight the popularity of Google and Facebook. Also, it should be remembered that while these platforms are sometimes pitted against one another, Google Ads and Facebook Ads are complimentary.
Why Businesses Should Actually Deploy Remarketing
Remarketing really does work. Many brands use PPC ads to build an online presence, but studies show that remarketing can have a significant impact on the bottom line.
Here are a few more benefits of remarketing for brands:
Recapturing Missed Opportunities
Online users are more likely to make a purchase (or take action) on their first visit to an offer. However, if this does not happen, marketers often account for these individuals as lost traffic and use remarketing to recapture the interest of these users.
Targeting an Already Targeted Audience
The audience for remarketing is highly targeted. We know this because this segment consists of users that were previous targets who even went so far as to click on the ad. This increases the likelihood of such users clicking on the ad a second time.
Speed and Accuracy of Remarketing
PPC ads are already known for their accuracy and quick return on investment. This is largely due to the targeting options available and access to data that outlines progress. This is also an incredibly quick type of marketing in which to get started and one that can provide results in both the short term for brands.
Affordable Type of Digital Marketing
Remarketing is a type of PPC digital advertising. This means advertisers only pay for the users that click on the ad. Analytics and split testing can also help reduce the cost per click (CPC) over time, which can make remarketing even more affordable.
Final Thoughts
Remarketing is a powerful process that relies heavily on data collection. However, it’s necessary to know how to use this data and initiate a successful remarketing campaign. This is why most businesses work with a PPC agency that can remove the guesswork or trial-and-error while delivering the best possible return on investment.
It’s true just about anyone can set up a remarketing campaign, but few can match the returns provided by a reputable agency. Aside from having the right skills, talent, and experience, digital marketing agencies know exactly where to begin and how to avoid all the common pitfalls that can sabotage the potential of a PPC campaign.
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