Remarketing is an Internet marketing advertising strategy that allows businesses to target consumers who have previously visited their website. The first time most potential customers visit a website, a majority of them leave without taking action. Many companies employ remarketing techniques to lure these visitors back to their website to “convert,” or purchase products, submit contact information or create an online profile.
For a full definition of remarketing, please consult “Retargeting vs. Remarketing.”
When done correctly, remarketing can be a huge advantage for online retailers because it provides invaluable data on how users interact with the website and what makes them convert. Companies can use this information to help improve their customer experience, increase conversion rates and ultimately boost website revenue.
In terms of investment, remarketing can be highly effective for both large and small companies. With a cost-per-thousand-impressions (CPM) campaign, brands can pay very little for ad impressions. Standard, non-remarketing CPM campaigns are effective, but remarketing CPM campaigns typically have higher conversion rates, making them a much better investment.
In order to attract and retain visitors through remarketing, businesses must fully understand where page views and conversions are coming from. This requires the following remarketing components:
With a better idea of how each channel performs, businesses can determine where they should display high-quality promotional content and remarketing ads. They may then implement one of these three remarketing strategies:
Remarketing to website visitors as they browse other websites helps to establish and strengthen brand awareness. As Internet users continue to consume content, they will begin to trust the brands they see over and over, and continue to consider specific products until they ultimately convert.
As remarketing evolves, brands are selling remarketing to other brands. One example involves Amazon, which partnered with technology provider Triggit to manage display advertising on its own site and third-party sites. Amazon collects data during consumer visits and creates groups of potential marketing targets. With Triggit, Amazon uses tracking cookies to follow visitors after they leave its site and records which ads they’re viewing. Brands can advertise in these spaces and pay Amazon for impressions.