What is remarketing and how does it work?

What is remarketing?

In a nutshell, remarketing is a series of actions designed to positively influence undecided customers who have left your site to use your services. It is a marketing technique that is clearly becoming increasingly popular. How many times have you visited a website (e.g. an online store), browsed around for a while, but ultimately didn’t buy anything there, and yet over the next few months ads for that site kept popping up? This is remarketing! This is how the company tries to convince you to come back and use their services.

How does remarketing work?

For several years, almost every website has always let you know that it uses cookies. How often have you wondered what are they and what do you need them for? They are needed at least for a remarketing campaign. How? A company, which is going to use remarketing, equips its website with a special script, which will save this cookie on every user, who visits it. They have to be placed on each sub-page because the remarketing campaign has to be adjusted to the individual preferences of the website visitor. By looking at specific subpages, you can determine what the customer desires.

Then Google AdWords tools are used to create an advertising campaign tailored to the needs of the interested potential customer. The ads created (usually in graphic form) will appear to the customer on various websites (e.g. YouTube).

1. Potential customer
2. Entering the website
3. Tracking down a potential customer
4. The potential customer leaves the site
5. Your advertisement on other sites
6. The potential customer returns to your site

Why is it worth using remarketing?

Remarketing has many advantages in it. First of all, you should use it to increase conversions on your website. With such actions you literally “remind” about yourself and your business to the user who has already visited you before and was at least a little bit interested in your services. By appearing every now and then in the form of a modest advertisement you can convince him to come back to you and actually buy what you offer. This is also effective with people who have been your customers before. They then see products related to what they bought from you, that is, products that actually interest them.

It is very personalized advertising, which is very important in marketing these days. Building a close relationship with the customer is extremely important because it makes the customer more loyal to your brand. Remarketing is an effective technique to achieve this goal.

What are the costs of remarketing?

Is remarketing extremely expensive? As with Google AdWords, everything depends on the number of clicks. We pay for the number of visits to our website, not for the ads that appear. Of course, we are talking about the number of clicks on the ads. In fact, the biggest costs are the banner designs and the payment for running this campaign.

Because remarketing (related to AdWords campaign) can be quite time-consuming as well as complicated, it is best to hire an agency for this, which has the knowledge and tools needed to organize an effective remarketing campaign. Such cooperation is the most profitable because in the meantime you can deal with the development of the company, and entrust the matters related to advertising and marketing to professionals.