If you are a proud owner of an online business, you very well know the importance of sales and how it could influence the course of your success. Getting significant traffic on your website is one thing and converting them into sales is a whole different story. If high conversion rates and better ROI (Return on Investment) is on your mind, then the concept of Remarketing is something that can work wonders for you. But before we go deeper into the benefits of Remarketing, let us find out what is the actual meaning of this term.
Remarketing (sometimes referred as Retargeting) is the tactical process of serving the customers with targeted advertisements. These are the people who have visited your website once and may or may not have made purchases. In technical terms, the process of Remarketing involves usage of a Java script tag in order to put a cookie in the user’s web browser. The placed cookie then informs the remarketing platforms to display specific ads to the targeted customers in order to attract their attention and increase the chances of selling the product to the customers. The products displayed are the ones that would have kept the user engaged to the website, for example, that one T-shirt that you saw on your favourite online shopping website keeps on popping up time to time in the advertisements because you either added that item to the cart and left without purchasing it.
The basic concept of Remarketing is very simple. These advertisements will follow you wherever you go (not in real life, just on the web pages you will access from your browser). Not every customer who views an advertisement doesn’t necessarily buys the product. As a matter of fact majority of the customers won’t buy your product the first time they visit your website. This is where Remarketing plays a very crucial role. By directing targeted ads to the appropriate audiences, remarketing helps to bring back the customers who had left your earlier without making a purchase. These ads are very similar to the traditional PPC marketing. The plus point is that these ads are shown to your potential customers and you do not have to pay for them until someone clicks them and is redirected to your website.
Remarketing is a strategy that work because it allows you to connect to your customers (both potential and existing at the same time) whenever they access the Internet. The customers were surely interested in your product but a possible reason for them leaving your website could be checking out better deals available for the same product on some other site. And when they see your advertisement again, there is a very high possibility that they will be revisiting your website and they may buy your product this time around. This is the primary reason why remarketing leads to a significant rise in the conversion rates in the long run. Let us have a look at other possible advantages that Remarketing has to offer.
- Better Brand Exposure: Remarketing surely offers better chances of brand exposure. The more a customer sees your advertisement on the web, the more intrigued they are going to feel. This will result in the customers checking out your product and getting familiar with it. Hence, the likelihood of them buying the same increase significantly.
- Higher Rate of Conversion:Only guiding traffic to your website is not enough. You have to be make sure that they are purchasing the product too. Higher brand exposure allows you to focus on higher conversion rates via display advertising campaigns. This helps you in the future as this is an investment that pays handsomely in the long run.
- Flexibility in Budget: Remarketing is very much like the other Google advertising tools and hence you can control the expenses accordingly. The reporting tools help you in making smart budget choices and it is possible to see which sites are the top performers. It enables you to optimise your content and budget for the pages.
- ROI: With greater brand exposure and conversion rates, you can definitely expect an improvement in the Return of Investment and hence, the cost per sale is lower which results in profitability.
- Targeting the Desired Audiences: Remarketing allows you to target specific audiences by analysing their interests and demographics. This helps a lot when it comes to targeting the generated leads and getting them back to your website so that they can complete their purchase which they left abandoned. It makes targeting potential customers easier and you can always generate new leads in the process.
Also, being dynamic in the process is extremely crucial. A simple remarketing campaign shows the customers the advertisements for your company. Dynamic Remarketing on the other hand shows them specific advertisements highlighting some products in particular, especially those that they were interested in when they visited your website. The best implication of this can be seen on the top e-commerce sites such as Amazon, EBay, etc. Remarketing can be highly effective if executed properly and the results can be outstanding if your efforts are well optimised.
From improved conversion rates to detailed analysis of how your advertisement is performing on the web and among the customers, Remarketing carries its own set of benefits. Just like SEO, Remarketing too is a practice that is inevitable and the sooner you start working on your remarketing strategies, the better things will be for your online business.