Remarketing: Giving you a second chance


Remarketing: Giving you a second chance

Apr 08 2014 | by LYDIA TAYLOR


On average, 96% of visitors will leave a website without converting and 49% of people typically visit 2 - 4 websites before purchasing. With that level of choice and competition marketers need to be able to remind customers of the products and services they offer and remarketing is an excellent method for persuading these visitors to return to your site. It differs from an automated email marketing campaign because you do not require personal details about your prospects in order to communicate with them. Instead, remarketing inserts a tracking cookie on the visitors device.

A common method for targeting basket abandoners on ecommerce sites is to email the customer to remind them that they have placed items in their shopping basket, however this requires the customer to be signed in to their account having previously entered their email address on the site.

Remarketing is best-explained with an example: imagine you have an ecommerce site that sells flowers. You’re one of a great number of sites that do much the same, and your savvy customers are likely to shop on more than one site before making their purchase decision. Also, there is a distinct possibility that your potential customer won’t do all their research and purchase in one sitting. They may visit your site and a few others, go away and do something else, and then return to their research at a later stage before finally ordering their flowers.

Remarketing allows these visitors to be enticed back your site by communicating a relevant, targeted message to them. These potential customers will be much more likely to convert than visitors who come from other forms of advertising because you know they are already aware of your brand and were already sufficiently interested in your site to have visited it in the first place.

Why do remarketing?

Research has shown that a remarketing campaign can have a 450% higher clickthrough rate (Source: Google) than standard display advertising and has a lower cost per click. Remarketing can also have a dramatic impact on a site’s overall conversion rate by targeting customers who have previously shown an intent in purchasing your products or services.

Types of remarketing

STANDARD REMARKETING

Standard remarketing makes use of website visitor data to create a list of potential customers who have visited certain pages on a site but have not converted and shows ads to these visitors across the Google Display Network, or other advertising networks.

SEARCH REMARKETING

Not all searchers are equal. Search remarketing allow marketers to target PPC ads to people who have previously visited their website. Research shows that returning visitors are more likely to convert than new visitors, therefore, you can afford to increase CPC bids.

DYNAMIC REMARKETING

Specifically for ecommerce sites, dynamic remarketing is a method of targeting potential customers according to the product pages they have visited. Data from Google Merchant Centre is used to display highly-targeted ads with relevant product information and images to users.

Remarketing is a common practice now and you can be reassured that many popular sites such as Amazon, Booking.com and JD Sports are now using remarketing extensively.

Are there any privacy concerns when using remarketing?

Remarketing uses cookies, which are files containing information that websites place on a visitor’s device. Cookies enable a number of features that websites commonly have to function properly. For example, cookies are used by ecommerce sites to hold information about which products a visitor has added to their shopping cart before completing their checkout.

Web site owners have a responsibility to make visitors aware that they use cookies on their website. Amendments to a site's standard privacy policy maybe required to specify the cookies used for remarketing purposes and to give visitors the opportunity to opt-out.

Need some help?

AlphaQuad run remarketing campaigns for a number of clients, and the first step will be to discuss your business objectives and determine whether remarketing will be the best approach to help you meet these targets. We can then help you at any stage of the process, from an initial consultation to end-to-end setup and management of your campaigns. Get in touch.


Lydia Taylor

Remarketing: Giving you a second chance

BY LYDIA TAYLOR