Understanding Website Remarketing
Introduction to Remarketing
In an era where online presence is an essential component of a business’s success, digital marketing plays a crucial role in reaching potential customers and increasing conversions. Among the various digital marketing strategies, one approach stands out for its efficacy and cost-effectiveness: Remarketing. Remarketing, also known as retargeting, is a form of digital marketing where ads are served to users who have previously interacted with your website, providing a second chance to convert these users into customers. This marketing strategy is widely implemented on various ad platforms, including Google Ads, Facebook Ads, and Outbrain.
Remarketing vs. Retargeting
The terms ‘retargeting’ and ‘remarketing’ are often used interchangeably, but they do have subtle differences. Retargeting primarily uses cookies to serve ads based on a user’s previous internet behavior. Remarketing, however, tends to lean more towards email-based methods, collecting user information for later use in sales emails. A combination of both retargeting and remarketing can potentially boost your digital marketing efforts and improve your bottom line.
Behavioral retargeting is another term that you might come across. It’s just a more specific form of retargeting that focuses on the online behavior of users, such as the web pages they visited, how long they spent on each page, and which links they clicked on. This user-focused approach forms the backbone of modern digital marketing strategies, helping businesses understand what their customers are truly looking for.
Example of Remarketing
To illustrate how remarketing works, let’s consider a fictional example. Joan visits an online shoe store but leaves without making a purchase. Later, while browsing her favorite entertainment news site, Joan sees an ad featuring the same pair of shoes she was looking at earlier. This ad is the result of a remarketing campaign run by the shoe store, reminding Joan about the shoes and enticing her to return and complete her purchase.
How Remarketing Works
Setting up a remarketing campaign involves the installation of a pixel tag, a small piece of code provided by your ad network. This pixel tag enables your website to drop an anonymous browser cookie every time a new user visits your site. As the user continues to surf the web, your ad will be displayed to them on other sites that host ads from your ad network, as long as your campaign is active. It’s important to note that with Google’s .
Implementing Web Remarketing
The Remarketing Process
Pixel tags are integral to the remarketing process, enabling websites to place and track cookies. Each visitor has a unique yet anonymous ID, allowing their activity to be tracked. In remarketing, the ad server can access the visitor’s ID and add it to the appropriate remarketing lists, which are lists of users who have performed a specific action on your site, such as visiting a particular page.
Benefits of Remarketing
Remarketing presents a wealth of benefits for businesses. By targeting users who have already shown an interest in your products or services, you’re reaching an audience that’s more likely to convert. Remarketing helps you stay at the forefront of your potential customers’ minds, keeping your brand relevant and within reach. It’s an affordable marketing tactic that can be utilized across a wide range of platforms and industries. Furthermore, the use of dynamic retargeting in e-commerce enables marketers to serve personalizedads based on the products or services viewed by users on your website, enhancing the overall customer experience and potentially boosting sales.
Despite the high traffic that your website may receive, it’s essential to remember that the average conversion rate for first-time visitors is relatively low, typically around 2.5% to 3%. This means that a vast majority of your website traffic does not immediately result in sales. Remarketing, therefore, presents an excellent opportunity to capitalize on this untapped potential, turning lost website traffic into tangible profits.
When to Use Remarketing
Determining the right time to use remarketing can be a challenging endeavor. Some marketers adopt an “always-on” approach, continuously running remarketing campaigns for all users who visit their website but do not convert. This might mean they don’t make a purchase, complete a form, or download an asset. Others, however, opt for a more nuanced and personalized approach to remarketing, targeting specific user groups based on their interactions with the website.
Remarketing with Outbrain
Outbrain provides a suite of tools and strategies to help businesses effectively implement remarketing campaigns. With Outbrain, you can target previous visitors to your website, lower your Cost Per Acquisition (CPA), and use first-party and third-party data to reach your most relevant audience. Outbrain is also integrated with popular Demand Management Platforms, like Krux, Nielsen, Oracle (Formerly BlueKai), Adobe, Neustar, and LiveRamp, enabling you to target your most engaged audiences.
You can use Outbrain programmatically, leveraging the Demand-Side Platform (DSP) of your choice, including Outbrain’s native DSP, Zemanta. Outbrain also provides third-party verification support, unique deal packages, full transparency, and brand safety measures, giving you full control over your remarketing efforts
Conclusion
In conclusion, remarketing is an invaluable tool in the digital marketer’s arsenal. By leveraging user data and strategically serving ads to those who have previously interacted with your website, you can increase conversions, boost sales, and ensure that you’re not leaving money on the table. Don’t miss the opportunity to utilize this powerful marketing strategy – start planning your remarketing campaign today!
