What is re-marketing?
- 25 Jan
What is re-marketing?
Have you ever been onto a website and then noticed that adverts for the same business or product keep popping up in other places online?
How do you explain it?
B. The site owner is spending a fortune to advertise all over the web
C. Something slightly sinister is going on
In fact it's none of the above (OK, a little bit of C if you're freaked out by this sort of thing). Instead, it's a system called re-marketing, another pay-per-click service from Google.
What is re-marketing?
Re-marketing is a way in which businesses can attract back visitors who went to their website once, but then left the site for elsewhere.
On a very basic level, re-marketing helps to create brand awareness and traction through repeated exposure. Every time your prospect sees your re-marketing advert, they will be reminded of their previous interest and encouraged to go back to your website for another look.
There are various statistics around on how many times a buyer visits a website before committing to a purchase - we're currently working with a client where we believe the number to be 12. Repeated research visits before contacting or buying are particularly prevalent in B2B marketing where the buying cycle is invariably long.
Re-marketing then is the tool that we use to keep our clients' names in front of interested visitors and persuade them to come back ....and back and back and back, until they take the important next step.
How does re-marketing work?
The visitor will then be targeted with the site owner's display adverts when they visit other sites that have sold space to Google. News sites and popular blogs all sell space in this way.
What types of re-marketing are there?
There are several different types of re-marketing available:
This is the display of adverts on third party websites as described above.
This is where a user of a search engine will be targeted with display ads based on their search queries. The searcher won't necessarily have visited your site previously, so it's a great way of putting your business in front of people who you know are actively searching for the product or service you offer, but might not have heard of you - yet.
Slightly more complicated than site re-marketing, this is where websites that share similar customers, but don't compete, can partner up to share their cookies. If a visitor leaves one site and later visits a partnered site, adverts for the previous site will be displayed on the current one.
Remarketing for mobile apps
If you've got an app, this allows you to reach customers who have downloaded it when they are using other apps.
Does re-marketing actually work?
Most people, if asked, will say they filter out and do not remember the display ads they see on websites. That might be true at a conscious level, but the sub-conscious mind does strange things and we all take in more than we think. Re-marketing adverts have an added advantage, in that they are targeted and relevant. If you've got this far into the post, it's probably because you answered ‘yes' to the question I asked at the beginning - so you do remember seeing re-marketing adverts after all!
According to SeeWhy, 26% of customers will return to a site through re-marketing. This is up from 8% of interested customers who will return to a site without it.
Our own experience is that re-marketing does work, particularly in B2B. We like it because we can use it to improve the ROI of integrated campaigns. For example, if we are using SEO and traditional Adwords to bring traffic to a client's site, we can use re-marketing to keep those visitors coming back until they buy or register. The same is true of an email campaign where the email can drive the first visit through a click on a link.
There are various ways to optimise re-marketing performance and we'll cover these in another post.
In the meantime, if you want to know more about how re-marketing could be made to work for your business, please give us as call.
Diagram sourced from autofusion.com
- 23 Jul
SharpSpring recently announced the launch of their Visual Workflow builder. The new feature intends to make the process for creating workflows easier and brings it in line with the likes of Pardot...
- 17 Jul
Malcolm Gladwell, in his book Blink, argues that the lengthy procrastination that often takes place in decision-making is ‘post self-justification’, because we actually make up our minds pretty...
- 23 Jun
A news article came out through the Bangkok Post (we found it through The Verge) last week about the arrest of three Chinese nationals. The trio had been paid over £10,000 a month to run a...
- 17 May
Financial services marketing agency, The Marketing Eye, has appointed Jason Dilworth to the new role of Technical Director in a move designed to expand and develop the company’s data-driven...
- 24 Apr
For an industry whose origins and continuing existence rely heavily on the accurate analysis of statistics, the insurance sector would do well to note the seismic shift taking place in modern...
- 19 Apr
Asking someone to buy your product or sign up to your service after only one mail-shot or email is unrealistic. We can’t expect that one email, no matter how carefully crafted, will be enough to...
- 24 Mar
So, your business has splashed out on a big, beautiful high quality piece of video content, you are going to want to stretch it as far as it will go, right? Then don’t do what everyone else does...
- 23 Feb
With around one-fifth of the world’s population on Facebook, you would think generating brand awareness and leads from it would be a piece of cake. The reality is less straight forward. With a...
- 14 Feb
Marketing automation systems are powerful, intelligent and the bedrock of many businesses' marketing strategies, but getting to learn and understand them takes time and dedication. Not becoming...
- 08 Feb
If you look for evidence of the potential benefits to B2B organisations of social media, you will see both lead generation, as well as brand reinforcement are being addressed to great advantage....