Have you ever noticed the way that adverts seem to follow you around online? You search for a new garden hose, or a luxury watch, and for the next few days, everywhere you go online you find yourself bombarded with adverts for that hose, or that exact watch.

That’s remarketing in action, and it’s cleverly designed to target web visitors who are thinking about making a purchase. We know from research studies that impulse buys online aren’t as prevalent as you might suppose. These days, consumers like to thoroughly research all the options before clicking on the ‘Buy’ button, whether that means comparing prices, reading reviews or sourcing the opinions of friends and family.

With the help of a simple little tracking cookie, remarketing puts your brand in front of your prospective customer as much as you like. You can decide whether they see that garden hose across every piece of online advertising space they chance upon, or you can take the subtle approach, and just jog their memory now and again, at opportune moments.

Why remarketing works

It’s an often-quoted internet statistic that out of every 100 web visitors, only 2 of them will convert. The other 98 will drift away online, and will probably never naturally gravitate back to your site again. But since they were interested enough to visit you once, there’s a good chance that you offer at least one product or service that they’d be interested in. And remarketing can encourage them to come back for a second time. And a third time too, if necessary. Some visitors take up to six visits to a website before they can be persuaded to complete a desired interaction, so it can really pay to be persistent.

When remarketing is carried out appropriately, it can have an astonishing effect on overall conversion rates. After all, you’re specifically targeting people who’ve already visited your site at least once before, so you know they’re ripe for conversion.  But simply reading up a couple of articles on how to activate remarketing on Google Ads isn’t going to be enough to yield any really positive results. That’s because there’s a real art in knowing exactly who your audience is and what their motivation might be to complete an interaction with your brand.

And just because remarketing makes it possible to target previous website visitors at every opportunity it doesn’t necessarily follow that it’s the right approach. In fact, in many cases, adopting an aggressive remarketing strategy can actually create a negative attitude towards your brand, which is definitely not what you’re hoping for!

We’ve rounded up a few of the remarketing errors we most commonly see online. These are the main reasons why so many businesses complain that remarketing doesn’t work, when the problem is actually the overall strategy.

Adverts aren’t timed appropriately

Time-sensitive purchases, such as bouquets of flowers, won’t benefit from a lengthy remarketing campaign. A shorter, more aggressive method of retargeting potential customers only needs to be conducted for a day or two. However, for someone contemplating a major purchase, such as a car, or a new kitchen, a longer period of several days, or even weeks of remarketing would be appropriate.

Remarketing continues after conversion

Once your website visitor has completed their transaction with your site, continuing to plague them relentlessly with adverts about your brand can quickly wear thin. Customers are extremely aggravated by brands that follow them around online too aggressively, and it can eventually even erode any goodwill that was initially generated.

It’s a quick and easy affair to attach a cookie that registers a conversion on the site, ending the current remarketing campaign. Whether or not it would then be appropriate to target that customer with a further remarketing strategy depends on a number of factors, but should certainly not be entered into lightly.

No consideration given for gift products

With so many family members and friends now sharing devices, it’s all too easy for a remarketing campaign to completely ruin a planned surprise. A girlfriend coming across remarketing ads for engagement rings on her boyfriend’s tablet, for example, is certainly going to feel that the surprise element has been taken out of the planned proposal!

Where a company regularly sells items or services that fall into the category of gifts, a less specific remarketing policy, such as ads showing only the brand, not products looked at, could be an option. That’s why it’s so important to consider all elements of a remarketing strategy before implementing it, to save unpleasant surprises.

Remarketing ads appearing in unsavoury places

Not all publicity is good publicity, and a scattergun approach towards remarketing could see your adverts displayed in some very negative places, including adult websites, as well as inappropriate forums and even error pages. All of these results will have an impact on your brand, so you need to set up category exclusions for all your adverts, making sure they appear on favourable websites and pages.

We’ve got what it takes to create effective remarketing campaigns here at Brookstone. We know how to tweak the settings so that you get the results you dream of, giving you a significant return on your digital marketing investment. Want to know more? Contact us today for a no-obligation chat and we’d be delighted to show you how we can help.