Remarketing is a highly targeted, cost-effective way to reconnect with visitors to your website. It reminds them of your brand offering once they have left your site by showing them relevant ads as they browse the web.
Sometimes called retargeting – the adverts appear to ‘follow’ your website visitors as they browse around the internet.
Why use remarketing?
Remarketing is useful tool in an organisation’s digital toolbox. For higher value purchases with a longer buying cycle remarketing works because…
- Timing is everything when buying; only a small proportion of your visitors will be ready to buy. Remarketing ads keep in touch with your website visitors who are still in the research phase by creating additional brand touchpoints in the weeks and months after they have left your site ensuring your brand remains visible.
- Our best prospects are often furthest away from buying; remarketing ads allows us to continue to engage with those unknown anonymous prospects that have entered our digital social funnel but who are not yet ready to buy. These unknown prospects are not lost to you but stay engaged with your brand visible.
- It is a simple, cost-effective quick win; once set up remarketing ad campaigns require minimal management and only need the artwork refreshing periodically. For the value that remarketing delivers in raising awareness it an effective tool in your digital toolbox.
Stay visible to your best prospects
Remarketing is a cost-effective way to keep your brand in your prospects eye-line after they have left your website.
This automatic targeted follow-up is less hassle and significantly more cost-effective for organisations to implement than saying phoning or emailing prospects (assuming that these contact details were available). Instead, it ensures that those long-term, high-value deals do not get obscured by short term, low-value business.
However, it’s real value is not in the clicks your ads receive – although they are always nice – but in the brand recognition and subsequent free traffic, you achieve in the following months. As a rough comparison on average a Google pay per click search advert can cost between £1.60-£2.40 per click while a remarketing advert on average can cost between £0.20-£0.50.
These ads can be tailored depending which section or page on the website has been visited. So, that targeted ads are only shown to prospects who have expressed an interest by visiting a webpage or section of your website and thus more likely to act.
Remarketing to existing clients
Beside targeting prospective clients, you can also target existing customer bases with remarketing.
Using an existing client base as a remarketing audience is an effective, often underutilised way to keep in contact online with your existing customers. Upload a list of emails or make a list of converted clicks. You can then cross-sell your services by drip feeding announcements, events, or customer specific messaging.
We find that remarketing is a useful automated form of marketing for professional services companies. Instead of, or as well as, capturing email addresses, putting emails together, thinking of what to say, delivering, monitoring and optimising a new channel, you can reutilise your website content.
Remarketing to an email list
This is another underutilised function which can be a powerful way to connect with customers or prospects. Upload an email list (FYI a minimum of a thousand email addresses is required for remarketing on Facebook, Twitter, and Google) and serve your remarketing content (text, image or video adverts).
If you are looking for an experienced remarketing services expert – please call Matt Lambert on the number above or complete our contact form below, and we will be in touch.
Remarketing client comments
“We spend a lot of time, money and effort in attracting people to our website, and yet many of these prospects don’t take action. Remarketing is great – it helps us take care of those not ready to take action in a cheap, effective way” MD, Business Consultancy, Milton Keynes
“Highly recommend Conversationware for their specialist remarketing service, it was hassle free and quick” Marketing Director, IT Services, Northampton