More and more, clients are asking about remarketing and all of its glory. They hear about the power of remarketing, but they don’t know exactly what it does. Simply put, remarketing is an assortment of strategies used to connect with audiences who are already interested in your products or service, have been to your site, or have visited your competitor’s site. Remarketing targets audiences who have a high potential of converting. Using incentives, the goal of these campaigns are to get highly relevant audiences to your site to either sign up for your service or buy your product. When used correctly, these strategies have been known to be very effective.
There are several different types of strategies Remarketing can often refer to. The first is “standard remarketing”. This type of remarketing targets audiences who’ve actually visited your site and left without converting into sales or leads. These are people who’ve found in a search and clicked on your ad. They spent time on your site, looking at different pages, and then they left. Another version of remarketing is known as “re-targeting”. This strategy targets audiences who’ve not yet been to your site but have visited your competitor’s site. Similar to this option of audiences, you have “in-market targeting” and “affinity retargeting”. In-market refers to people who’ve looked for products similar to yours in search over the last 60 days. Affinity targeting refers to audiences who have a long term interest in your product or service. Ads show to these individuals in form of text ads, image ads, and video ads.
Remarketing ad-copies can be displayed in a variety of places. Using Google’s Display Network, remarketing ads can show up in search results, on designated websites of similar interest, and even on YouTube. Considered as “video remarketing”, specific YouTube ads act as commercials that play prior to selected videos on YouTube. This type of ad can play anywhere from 10 seconds to a full minute. They possess a call-to-action or custom incentive, and when clicked on, they transition the audience right to your website allowing them to convert. Using a variation of these ad-copies will allow you to reach a larger target audience.
Remarketing is one of the strongest forms of PPC available. Targeting audiences who have a certain level of interest in your market creates a great opportunity for conversion. These ads are also often cheaper to run than traditional keyword based advertisements. Pairing both search and remarketing ads is a great way to recapture audiences who are likely to convert on your site. During your next PPC meeting consider discussing this with your PPC expert.