What is Remarketing and How Does it Work?

(Check out our most recent post on Remarketing)

Have you ever been shopping online for a product or service, visited several websites to gather information to make your purchasing decision, and then in the days and weeks that follow, as you move across the Internet, you begin to see advertisements for those same sites you visited? That is no coincidence. That is remarketing in action.

Remarketing is one of the latest display advertising options that allows YOU, the advertiser, to display ads throughout popular advertising networks, including Google’s Display Network, to users who have previously visited your website. It allows you to reconnect with visitors who did not take the desired action on your site. This type of advertising is extremely targeted and extremely powerful.

Remarketing not only allows you to serve ads on the Google Content Network to users who are already familiar with your website, but you can serve different ads to users who visit particular pages on your site. This type of customization allows you to help visitors move through the conversion process even when they leave your site.

How does Remarketing work?

When a visitor comes to your website, their browser gets “tagged” with a cookie that automatically adds them to a user list or audience. Once the individual leaves your website, any site they visit on the Google Content Network, which includes some of the most visited news, entertainment, and information sites on the Internet, will show the advertisement you want to show to the specific audience list for a selected period of time.

Again, the ads can be very specific to the pages they see on your site making the advertising experience very customized. If that visitor clicks on your ad and returns to your site, their click is recorded under that particular campaign. If that visitor completes your desired action, a conversion is recorded. Conversion rates tend to be much higher for remarketing campaigns because visitors are already familiar with your site.

For example, the picture above displays one of our remarketing campaigns in action. The banner ad along the top of the page is shown to visitors of Abanaki’s website who leave before completing the contact form on their Home Page, as I did here. Now everywhere I go online, I am served Abanaki’s ads. It is fantastic for brand awareness. We have run similar campaigns for a variety of clients including vacation destinations, industrial manufacturing products, real estate, software, and others.

In addition, if a visitor was exposed to remarketing ads but revisited your site without clicking through your ad, that is recorded as a “view through” conversion. This is recorded with the thought being your remarketing ads kept your company “top of mind” driving the user back to your website organically.

How can Dynamics Online make your Remarketing more effective?

Our extensive experience with online behavior is our best asset when setting up a remarketing campaign. We not only provide ad design services, we use our Google Certified experience to create well ads that draw users in and ultimately entice them to click-through to your site. With your goals in mind, we will select the best landing pages for your visitors or create new landing pages that will steer visitors to your website towards your desired action.

If you have any questions about creating a new Remarketing campaign we would love to help. Reach out to Keith at keith@dynamicsus.com or simply call me at (216)-292-4410.