Are you remarketing? If not, you should be.
Remarketing, also known as “retargeting” is more than another re-purposed marketing buzzword. Remarketing is the method of following up with website users around the web through digital advertisements by dropping cookies in their browser. This is most commonly seen in Display Advertising, but is also available in Search, Video, and Shopping ads. But this, like many other implementations of strategy, can be executed many different ways.
For example, say you visit a website and shop the inventory looking for televisions. Then, once you’ve decided that you’ll wait another month before spending $1,000 on a new Samsung 4K, you bounce, and go read the latest news on CNN. Your skimming, and then all of a sudden, it’s that same television you were just looking at! And it’s on sale at a discounted price!
How are they doing this?
Remarketing. The website drops a cookie in the browser, which silently sits back and collects data on user behavior. This data is then sent off to servers and aggregated, giving advertisers the ability to use it and show their products to users through ads served from platforms like Google AdWords, but also many other digital advertising networks.
One of tricks here is that the same television, or at least a television, that you were shopping. Not an electric toothbrush, or a new iPhone. This is where “Dynamic Remarketing” comes in. The cookie is able to store data about the user’s visit on the website, and then advertisers are able to create campaigns using that data.
In our experience running campaigns for clients, dynamic ads tend to convert users better than static or non-personalized ads. And studies have shown that users would much rather relevant ads catered to their interests and behaviors, than ads for items that are wildly irrelevant. This personalized campaign approach is also influential on customer loyalty. Users will appreciate that they are not being spammed with irrelevant information, and that the advertiser understands their preferences.
But there’s a catch here, as not every ad copy is created equal. No ad copy will appeal to every single user that views it. And that’s why we should always be testing variations, and allow for an appropriate amount of time to pass before jumping to any conclusion.
What’s Next?
We run remarketing campaigns for many of our clients, but we value the ability to segment users based on behaviors and interests, as well as testing and the analytics involved with the results of each campaign. In our next Advanced Remarketing Strategies article, we’ll discuss some of our top placements for these ads, and how to research and decide where brands should be communicating with their users.
Are you interested in learning more about running remarketing campaigns for your business? Give us a call at 603-924-1978, or fill out this short form and we’ll provide you with everything you’d need to get started.
