Fri Feb 23 2018
Remarketing is a form of advertising that enables you to show targeted ads to users online who have already visited your site, interacted with your advertising material or seen a product on your eCommerce store. Remarketing is a way to re-connect to prospective customers who have visited your site and deliberately taken interest in your offerings, but have not yet made a purchase or enquiry. It’s a highly effective method for following up on potential customers and prompting or reminding them of information they’ve already seen or engaged with.
Remarketing works by placing cookies on a visitors device, which adds that user to your audience list in your advertising platform (eg Google AdWords) allowing your advertising network (eg Google Display Network) to uniquely identify them on other sites. Ads for your product or service that they have previously viewed (on your website) can then be served to them on other sites as they go about their general web browsing (Google’s Display Network includes hundreds of thousands of compatible sites available to serve up remarketed advertising). The audience list can be organised into multiple lists based on audience criteria. This allows you to customise your ads to different segments of your audience (eg – anyone who views a product is sent ad ‘x’, anyone who views a service is served ad ‘y’).
If you already advertise with Google, remarketing can be done by adding a piece of remarketing code to your website to start adding visitors to your remarketing audience list. Remarketing methods include standard and dynamic, remarketing lists for search ads, video remarketing and customer list remarketing.
Standard remarketing involves showing ads to past visitors as they browse sites and apps on the Display Network while dynamic remarketing involves ads that include products or services that people have previously viewed on your site.
Remarketing lists for search ads show ads to past visitors when they do follow up searches after leaving your site.Video remarketing is used when people have interacted with your video content or YouTube channel and ads will be shown to this audience list.
Customer list remarketing is targeted towards previous customers in order to advertise other products or offerings that are also available from your site.
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