What is remarketing and how does it work?

Paid Advertising

Remarketing, which is also known as retargeting, is a unique type of online advertising that allows you to position ads in front of people who have already visited your website or interacted with your brand in some way. Remarketing is a great way to interact with people who have already expressed an interest in what you have to offer.

When used effectively, remarketing will help you to increase conversions and boost your bottom line. Let’s look a little closer at remarketing, and establish just what makes it such a useful tool for digital marketers around the world.

What is remarketing exactly and why is it useful?

When a visitor to your website leaves without taking the desired action, whether that be making a purchase, signing up for your email list, or some other action, a remarketing tag is placed on their browser. This tag allows you to track the visitor’s online activity and show them your ads on other websites that they visit.

This makes remarketing extremely useful because you are able to reach people who have already shown some interest in your business. These are the people who are most likely to be interested in your products or services, especially when compared to someone who has never heard of you or your products or services before. 

Additionally, remarketing can help you to keep your brand top of mind for potential customers. If you are regularly seeing ads for a product or service that you’ve viewed before, it is likely that that product or service will linger in your mind. Linger for long enough, and that product or service will draw you back, drive you back to the website, and, more often than not, complete your purchase.

Types of remarketing campaigns to boost your conversions

There are several types of remarketing campaigns that businesses can use to boost their conversions, and we need to take a closer look at three of them, in particular. 

Standard Remarketing Campaign: The most basic form of remarketing, standard remarketing is where users that have visited your website are shown generic ads as they surf the internet. While these ads may lack personalization, they serve as a gentle reminder of your brand and can be highly effective in recapturing the interest of potential customers.

Dynamic Remarketing Campaign: This type of campaign takes remarketing to the next level by displaying customized ads that contain products or services that the users have previously viewed on your site. Utilizing personalized product recommendations tends to significantly increase the chances of conversion. This happens because the ads are tailored to each individual, making them less generic and offering a more personal touch to the user experience.

Remarketing Lists for Search Ads (RLSA): Next, we have RLSA, which allows you to customize search ads based on that particular user’s past actions on your website. By adjusting bids and tweaking ad copy to the specific user, you can accurately target users who have expressed interest in particular products or pages. This ultimately makes your search ads far more relevant and compelling for the user.

As well as these popular types of remarketing, other types can supplement your efforts and provide you with a comprehensive strategy. Email remarketing, video remarketing, and social media remarketing are all valuable campaigns that should be included in your overall remarketing plan.

Why your business needs remarketing services

Implementing an effective remarketing strategy requires expertise and a level of understanding of the digital advertising landscape. With this knowledge, your remarketing campaign will generate fantastic benefits for your business.

Increase Conversions: Remarketing is unique in that it targets users who have already shown interest in your products or services. This method of digital advertising has been shown to increase conversions by redirecting interested parties back to your website where they will find the product or service they need.

Reduce Cart Abandonment: Remarketing is a great tool to remind previous website visitors of the products or services that they may have left in their cart without completing a purchase. With this reminder, users are more likely to return and complete their purchase.

Improve Brand Awareness: Effective remarketing puts your brand front and center in users’ minds. This generates a great boost to brand awareness, and when remarketing is used properly, it also offers a sizeable increase in customer engagement.

inSegment can optimize your remarketing strategy!

Partnering with a reputable digital marketing agency is key to fully understanding the importance of remarketing and other vital aspects of a successful digital marketing strategy. 

If you need to craft, execute, or optimize your remarketing strategy, turn to professionals with decades of experience in conceiving and implementing conversion-focused remarketing campaigns for businesses across multiple industries.

Contact inSegment today and unlock your next stage of growth.

What is remarketing and how does it work?

Paid Advertising