The Power of Remarketing

Imagine that your website visitors are not just visitors, but opportunities. Opportunities to strengthen your brand, present your products/services, and anchor your message. A first chance deserves a second chance. And perhaps even a third?

With the help of remarketing, you can fully utilize these opportunities, and we’ll explain how.

We’ll discuss how you can turn those ‘almost-conversions’ into actual successes by making smart use of remarketing. We’ll delve deeper into what remarketing actually is, why it’s so effective, and how you can implement it.

What is Remarketing?

Remarketing is an online marketing strategy that revolves around re-approaching people who have previously interacted with your website but haven’t taken the desired action. For example, they haven’t made a purchase or filled out a form. You can approach these people by showing targeted ads while they visit other websites or are active on social media.

The concept behind remarketing is based on the idea that repeated exposure to a brand increases the likelihood that potential customers will eventually convert. People often need multiple interactions before they are actually persuaded. By repeatedly staying in touch with potential customers, your brand remains top-of-mind and you increase the chance that they will eventually take the desired action.

Why is Remarketing so Effective?

• Repetition and recognition: People tend to act based on a sense of familiarity. When potential customers see your brand multiple times in advertisements, you create a sense of familiarity and recognition. This lowers the threshold for taking action.
• Targeted approach: With remarketing, you can show very targeted ads to specific audiences based on their previous interactions with your website. This means you can display relevant messages that precisely match their previous interests, increasing the chance of conversion.
• Lower costs per conversion: Because remarketing focuses on people who have already shown some interest, the costs per conversion are generally lower compared to regular advertising campaigns that reach a broader audience.
• Less ad fatigue: Regular advertisements can lose their impact over time as people get used to them. However, with remarketing, there is variation and adjustment of the ads based on user interactions. This reduces the chance of ad fatigue.
• Strengthening brand awareness: Remarketing keeps your brand top-of-mind with your target audience. When they repeatedly see your ads, it reinforces their memory of your products or services. This increases the likelihood that they will return to you when they are ready to convert.
• Lowering the threshold: The more often people come into contact with your brand through remarketing, the easier it is for them to click directly through to your website and convert.

Strategies for Successful Remarketing/Forms of Remarketing

And now for the most important part: how do you really get started with remarketing? There are many different ways and strategies to use remarketing. We’ve listed them for you.

Website Remarketing

Website remarketing is the most common form of remarketing. You place a pixel on your website that leaves a cookie in the browser of each visitor. When they leave your site, that cookie ensures that your ads continue to follow them on the web. This only happens if they leave the website without converting.

An important factor in website remarketing is, of course, which pages the visitor has visited. If they have viewed a number of specific product pages on your website, you can retarget them with ads for this specific product. This can be very effective since the visitor has already shown interest in the product and is therefore more likely to make a purchase. Less interesting for remarketing are, for example, visitors who only view the customer service page of your website.

Cookies as we know them will disappear in the near future. Whether we can continue to retarget customers in this way is therefore still a question.

Other examples of remarketing based on the website are ‘people who have added a product to the shopping cart but haven’t bought’ or ‘visited and viewed the quote page but didn’t request anything’.

Email Remarketing

This strategy involves sending targeted emails to users who have already interacted with your brand. This can be in the form of abandoned cart emails, upsell emails, or simply reminding them of your products or services.

Search Remarketing

With keywords, you can target people who have visited your website and subsequently use relevant keywords or search for competitors. You can assume that they are orienting or comparing. With a customized message or offer, you can convince these people to still do something with you.

Within Google Ads (Microsoft Ads the same) you also have the option to target non-search campaigns to remarketing lists. You then use visual elements again to entice people.

Social Media Remarketing

Social media marketing is hot and happening! On platforms such as Facebook, Instagram, and Twitter, it’s possible to retarget users who have already interacted with your brand. This can range from visiting your profile, liking a post, or clicking on an ad.

In addition, you can also use the website remarketing lists (certain pages visited and cart abandoners, for example).

Video Remarketing

If you have video content, you can retarget users who have interacted with your videos. On YouTube, for example, you can retarget people who have watched your videos, liked them, or commented on them.

In addition, you can also use the website remarketing lists (certain pages visited and cart abandoners, for example).

Sequential Remarketing

With this strategy, you can show different ads to users based on the order in which they were viewed. For example, if a user first sees Ad A, then they will see Ad B next, and so on.

Cross-device Remarketing

This strategy involves targeting users across multiple devices. For example, if a user visits your site on their mobile device but doesn’t make a purchase, you can approach them later with ads on their desktop.

Event Remarketing

If you organize events or webinars, you can approach people who have registered or attended the event. They might be interested in the next edition of the event or similar events.

Conclusion

As you have read, remarketing is a powerful tool. You now know what remarketing entails, why remarketing can be so effective, and what the main strategies are in the field of remarketing. Remarketing allows you to reach potential customers again, remind them of your brand, and encourage them to take the desired action.

There’s only one thing left for you to do: start with remarketing quickly! Not sure where to begin and need help implementing remarketing? Don’t hesitate and contact us without obligation! Together, we’ll ensure that you can optimally benefit from the power of remarketing to take your online marketing efforts to the next level.