What is Remarketing?

Have you ever noticed adverts that seem to follow you around online?  It happens after you’ve looked at something on a website, and suddenly that product or brand seems to be everywhere.

That’s remarketing in action. The website places a cookie on your computer, which ensures that you’ll see adverts from that site as you continue to browse online.  It could be generic ad promoting the entire website, or it could focus in on a particular item that you’ve viewed.  So if you’ve been looking at a pair of red shoes, those exact shoes will keep appearing as you browse the web.  Or you may find you’re presented with images of a matching handbag. This is known as targeted remarketing.

Why would you use Remarketing?

Remarketing is a fantastic way of keeping your brand at the forefront of people’s minds.  It’s absolutely invaluable when potential customers are shopping around for the goods or services they need.  Your web visitor may be visiting several different websites before deciding to make a purchase, and they may forget about your site, particularly if it was one of the first ones they looked at.  But remarketing reminds them about your brand or products, even when they’ve visited several more sites in the meantime.

Unfortunately, most businesses set their remarketing up to be too aggressive.  This actually serves to put customers off completely, as the ads soon become annoying.  Everywhere you go, those red shoes keep on following you, until you’re sick of the sight of them!

What these businesses have failed to understand, is that you can set the aggression rating of your remarketing.  Dig down deep enough and you’ll find Google lets you decide how many times a web visitor will see your advert per day, per week, and even per month.  And knowing just how to set those parameters is key to success.

Imagine that your target customer is in the market for buying a new car.  This isn’t going to be an impulse buy, so there’s no point adopting an aggressive remarketing strategy.  Your site visitor only needs to see your ad a couple of times a day at most.  So you’d turn the aggression down.

But if your target customer is looking to buy new car tyres, that’s a very different matter.  There’s only going to be a limited amount of time before that web visitor completes on the sale.  They just want the job done, as quickly and painlessly as possible.  Tyres aren’t a commodity that people actively want to purchase, so in this instance an aggressive remarketing strategy is appropriate, but only for a short period of time – around 24 hours should be sufficient.

Remarketing ads aren’t best known for making sales – although they certainly can, and do! But their main role is to jog your visitor’s memory.  You want them to come back and take another look at your site, or that pair of shoes, or that car.  So although it’s a fantastic way of increasing sales, it doesn’t necessarily work directly.

Remarketing Insights

The key to success with remarketing is to tailor your ads according to your audience.  Your aim should always  be to show specific, high-quality adverts to the right people, constantly reviewing your data.  Which ads work best?  Which ads have the highest click-through rates?  Which ads deliver the best conversion rates?  And which ones have the highest bounce rates?  It’s important to keep working on them to get them as perfect as you possibly can.  The more work you put in, the greater the dividends they’ll pay.

If you’d like to know more about remarketing, or how to use remarketing for your business, get in touch with Brookstone.  We’d be delighted to show you just how effective a well-crafted remarketing campaign can be.