Have you ever searched for a product online but left the website without making a purchase? Remarketing allows businesses to reach out to people like you who showed interest in their products or services but still need to complete a purchase. Companies can retarget their potential customers through different online channels and re-engage them by showcasing relevant offers and deals. This strategy helps businesses boost sales and increase conversions. In this article, we will understand how remarketing works, the different types of remarketing, and real-life examples.
What is Remarketing?
Remarketing, also known as retargeting, refers to displaying customised ads to people who have previously visited a website but did not complete a transaction. When potential customers visit a company’s website, certain tracking pixels or cookies are placed in their web browsers. Later, as these people browse other websites that are part of large advertising networks, personalized ads from the initial website they visited will appear. For example, if you searched for shoes on Nike’s website but left without buying, Nike can show you targeted shoe ads on other sites to remind you of their products. This allows companies to reconnect with interested leads and encourage them to make a purchase.
How does it Work?
Remarketing begins when a tracking code or pixel is placed on a company’s website. As site visitors browse product pages or add items to their shopping cart, their online behaviours and interactions are logged. When these visitors land on other sites affiliated with large advertising platforms such as Google AdWords and Facebook, the tracking pixel triggers customised ads relevant to their past browsing activities. For instance, if someone viewed dresses on a clothing brand’s site, they may later see ads displaying “You were looking at dresses. Shop more styles now!” across different forums and platforms. Remarketing technologies ensure that potential buyers are retargeted based on their demonstrated interest.
Types of Remarketing
Various types of remarketing campaigns can be launched based on user behaviors:
Search-based: Targets people who searched for specific keywords related to products or services on search engines but did not convert.
- Cart abandonment: Reaches out to site visitors who added products to their carts or starting a checkout process but still needs to complete the purchase.
- Content-based: Retargets individuals who engaged with particular web pages, blogs, videos etc. but did not convert into leads
- Location-based: Targets mobile app users or site visitors based on their physical location near a store and offers them geo-targeted deals.
- List-based: Retargets contact lists or audiences you already own from past campaigns, events or forms.
Remarketing has helped many businesses increase sales and conversions. A few success stories:
- An online retailer saw an 182% increase in return visitor purchases with cart abandonment emails and retargeting.
- A mobile gaming company witnessed a 60% raise in conversion rates and revenue via remarketing to past app installers.
- By retargeting YouTube viewers, a travel company enhanced bookings by 25% and reduced their customer acquisition costs.
- A clothing brand boosted website traffic by 22% and sales by 19% through Facebook retargeting of engaged fans and followers.
Benefits of Remarketing
Some key advantages that remarketing provides include:
- Second chance to potential buyers who left the site too soon
- Customised ads tailored to interests shown improve click-through and response rates
- Higher return on ad spend compared to traditional Online ads
- Lower customer acquisition costs when old contacts are effectively re-engaged
- Helps nurture prospects in the sales funnel and close more deals
In today’s digital world, where consumers research online before buying, remarketing is crucial in connecting businesses to interested buyers. By retargeting the right audiences through relevant ads, companies can strengthen customer relationships and maximise sales from past website visitors. Combining remarketing with other marketing tools leads to improved customer engagement and long-term loyalty. As retargeting technologies evolve, this strategy will continue playing a major part in e-commerce success.