What is Remarketing?

In a competitive digital landscape, it can be difficult to attract visitors to your website. Most users will browse a site, compare options and prices and then leave without taking any action. It’s here where remarketing becomes essential. 

Remarketing is a strategic digital marketing approach that allows businesses to reconnect with people who have previously interacted with their app, online content or website as a whole. 

In this article, we’ll be explaining what remarketing is, why it matters and how you can benefit from it as a marketing strategy, done by those in the field. So, what is remarketing? Let’s take a closer look:

What is remarketing? 

Remarketing is defined as a digital marketing strategy that targets audiences and internet users who have already interacted with your website, mobile app or online content in some way, but did not complete a desired action. A desired action could be signing up to a newsletter, making a purchase or filling out a contact form. 

Instead of marketing to completely new audiences, which can take time and specialist expertise, remarketing will instead focus on re-engaging users who have already shown some kind of interest in your brand. It’s a great way of saving time and money for clients who are on a budget. 

Why does remarketing matter?

It’s not common for a website visitor to convert on their first visit. In fact, around 97% of first-time website visitors will not convert at all. This is often why marketers will focus their attention on the art of remarketing. Remarketing helps businesses in the following ways:

• The website or brand will remain visible even after the visitor has left
• Conversion rates increase
• Brand recall is improved
• A lower cost per acquisition (CPA) is secured
• Return on ad spend (ROAS) is boosted

Targeting warm leads as opposed to cold audience leads to more cost-effective and more likely ways to convert website visitors, albeit on their second, or even third visit to your website. 

How does remarketing work?

Remarketing works through the use of tracking technologies, including cookies and tracking pixels. They’re used to trace past visitors to your website, therefore making for more accurate targeting, which, in turn, makes generating leads and conversions far more likely. Here’s the basic process involved with remarketing:

1. A visitor comes to your website 
2. A cookie or tracking pixel records and logs their visit
3. The visitor leaves without converting 
4. Ads are shown to that visitor later on while they browse other search engines, social media platforms and websites

There are multiple advertising platforms that aids in the art of remarketing, including Google Ads, Meta Ads, LinkedIn Ads and even YouTube, to name a few. 

What are the different types of remarketing?

Despite it sounding like a simple, linear process, remarketing actually involves several different techniques. The ways in which it can be executed are many, so what are the different types of remarketing used to get the job done? 

• Standard marketing – display ads are shown to past visitors as they browse other websites that sit within the same advertising network
• Dynamic remarketing – this displays personalised ads that feature the exact products or services that users viewed on your website, which is a common e-commerce marketing tactic
• Search remarketing (RLSA) – remarketing lists for RLSA allow businesses to customise search ads for people who have previously visited their website
• Social media remarketing – users will be targeted on social media platforms based on their previous interactions, such as LinkedIn, Facebook or Instagram
• Email remarketing – this targets audiences who have opened an email or clicked an email-associated link, but did not convert

What are the benefits of remarketing?

There are many advantages associated with remarketing. From building a rapport to getting a better return on investment (ROI), here’s how you can benefit from remarkeitng:

• Conversion rates are higher
• Brand recall is improved
• Messaging becomes personalised
• There’s a better ROI

Kumo is proud to provide customers throughout the UK, regardless of the sector or industry you work in, with sterling digital marketing services, including SEO, PPC, content development and web design. We endeavour to help businesses grow their online presence. Let us help you to keep ahead of the competition with our experienced, skilled team. Get in touch with our specialists today to discover how we can enhance your digital strategy – we’re always pleased to hear from you.