Remarketing 101: Familiarity Breeds Sales!
Almost everyone has experienced that eerie feeling of being stalked by a brand. You visit their website, and all of a sudden you’re seeing their ads everywhere. Even on Facebook! And it’s worse if you’ve visited an ecommerce site, because then the exact product you were browsing will suddenly be staring out at you from ads across the internet.
Of course, brands aren’t actually stalking you. Not really, anyway.
No, you’ve just made your way onto one of their retargeting lists.
So what exactly is Remarketing?
Today’s serious marketers rely on retargeting to connect with their customers and increase sales and customer loyalty. According to a report by Monetate, 97% of people who visit a site for the first time leave without buying anything or filling in a form.
Before they decide to purchase your product or service, users must feel a certain level of trust, which is not often formed from a first encounter. A successful marketing rule of thumb to help consumers decide whether or not to buy is to make sure they encounter the brand at least seven times. Retargeting increases brand awareness – and propensity to purchase – by allowing you to reach an audience that has already shown interest in your products.
Retargeting campaigns remind users of your goods and services by displaying related visual or text advertising as they visit other websites. Retargeting campaigns can be run through Google Ads, Facebook retargeting, LinkedIn Ads, and other retargeting advertising networks.
And the smarter marketing automation systems, like SharpSpring, even have built-in functionality to make planning and executing these campaigns easy to integrate with your other online marketing activity.
As an added bonus, retargeting is much less expensive than other forms of advertising.
Remarketing vs. Retargeting: What’s the Difference?
Before we go any further, we should discuss the difference between remarketing and retargeting, especially since the two terms are often used interchangeably.
Especially especially because retargeting is a type of remarketing. Confusing.
Retargeting means to advertise to users who have interacted with your site in some way, but who haven’t made a purchase or filled in a form.
Once they visit your website, click on a certain product, or take some kind of action that you want them to take, a cookie is set in their browser. You can then use this cookie to “retarget” them for ads.
These ads are usually placed by third parties such as the Google Display Network, which allows you to show ads across millions of websites
Remarketing is more concerned with re-engaging customers who have already made a purchase, or given you their contact information. For this reason, remarketing is mostly done through email.
Remarketing can take the form of urging customers to renew a service, or add on additional products.
Retargeting is about moving potential customers down the purchase path.
Two Methods of Achieving the Same Goal
Though remarketing and retargeting are different, they both share the same goal – to increase conversions and encourage visitors to become customers and spend money with your business.
The ultimate purpose of both remarketing and retargeting is to remind the customer why they visited the website in the first place. Campaigns with a few impressions per day enable the customer to remember the company without the ads chasing them around.
Of course, remarketing, like other forms of marketing, has the ability to confuse consumers, resulting in a negative perception of the brand or product. If they see the same ad 100 times per day, in every spot that they are capable of seeing an ad, it can become annoying,
Whether logical or not, it’s a natural reaction that everyone is capable of.
If you’d like to know more about how Machete uses SharpSpring automation to plan and manage remarketing campaigns, please fill in the form below.