Digital Marketing Experts | Frontline Web Consulting


What is Remarketing and Why Should You Use It?
Posted on 2019-10-10 by Jennifer Taylor
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We are exposed to over 1000 of advertisements every day. Can you remember any of them? First impressions are tough making remarketing a powerful technique.

What is remarketing exactly? The easiest answer is remarketing, also known as retargeting, is a type of online advertising that shows your ad to people who have visited your app or website again. In some ways, you may have experienced this before. Do you ever feel like Facebook has been “following” you?  Or you’ve searched on Google, gone to a few websites, and then half an hour later, an advertisement of a related product is on your newsfeed?

An example of remarketing is when you go look at a product on Amazon but don’t make a purchase. When you go to another website that uses display advertising or on Facebook, Amazon can use remarketing to show you an ad featuring the same product you didn’t buy.

Remarketing is a great way to get your brand in front of interested audiences and make your online strategy more successful. It is a second opportunity to advertise, to cross-sell or an opportunity to nurture your audience with your content marketing efforts. Also, if needed, remarketing is a method used in reverse - to exclude audience targeting and holds advertising dollars for new eyes only.


How does remarketing work?

To set up remarketing for your website, you need to add a piece of JavaScript code to your website. It doesn’t affect your website in any noticeable way and your visitors won’t even know it’s there. Every time you get a new visitor, your site will then drop an anonymous browser cookie. Now when your visitor goes to another site, your remarketing ad service provider (either Google Ads or Facebook for example), will know when to deliver an ad from your website.


Why should you use remarketing?

The one benefit of remarketing is that your target audience already know who you are, and they have dealt with your brand in some form (whether it be visiting your site or some other way). Remarketing lets you have a digital strategy where your brand is always in front of these specific web users when they:

·         Visit a website where display advertising is available

·         Perform a keyword search on a search engine

·         Watch a YouTube video

·         Use a social media site

As we live in an age where everyone is always on the go, it’s good to keep your brand front and centre in the minds of your potential customers.


The Benefits of Remarketing

With proper implementation, remarketing helps you drive ROI through these five benefits.

Brand Awareness – remarketing helps you ensure that your potential buyers don’t forget about you. They may not buy from you right away – most people visiting your website won’t convert the first time, but with remarketing, you’re building trust and establishing yourself as an authority in the product/services. When it comes time for them to buy, or if they come to a sale, they’ll be more likely to think of you or buy from you.

Gain your competitors’ customers – You can make custom audiences on certain remarketing tools and this presents the perfect opportunity to target visitors to the sites of your competitors’. By targeting their leads, you’re also increasing your brand awareness and authority.

Detailed analytics – With the numerous statistics and data out there, you can test remarketing strategies to over 2 million websites and apps. You can use your remarketing to accomplish specific goals. For example, you may want to focus on those who abandon their cart at checkout, or concentrate on those that return to your site over and over again without buying. The best part is that you can keep your budget flexible. Remarketing is a good place to apply the 80/20 rule of finding out what works and investing your money into that.

Customize your ads – You can do a lot when it comes to customizing your ads. You may want to make higher bids for ads to visitors who reached the sales checkout page. You may want to change or do ad-testing of ad text for different age groups. There are endless possibilities.

Free leads – If someone sees your ad and goes straight to your website rather than clicking on the ad, you don’t pay anything!


As you can see, remarketing is powerful. It is a powerful branding and conversion optimization tool, but it works best if it’s part of a larger digital marketing strategy. Your best chance of success is using one or more tools to drive traffic and remarketing to get the most out of that traffic. Good remarketing means higher conversion rates and hopefully more happy customers! 

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