Is Remarketing Right for Your Business?

We’ve all had it happen – you’re on a website looking at a product and you leave to go to another website. Then, like magic, the site you just left begins feeding you ads about the product you just researched. What you’ve experienced is a digital marketing strategy called remarketing (or retargeting). It’s best described as a marketing tactic where an ad is targeted to consumers based on their previous online actions. The image below depicts how remarketing works in more detail:

remarketing-explained-donaldson-group

Remarketing is Growing In Popularity

Remarketing is growing in popularity and practice, with one and five marketers now dedicating budgets to this tactic (source: Chango: The Retargeting Barometer Report). Why? Because it’s efficient and effective, along with a host of other benefits, as noted in the image below:

remarketing-survery-chart

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

Remarketing offers the following advantages:

  • Lower cost per click
  • Increased conversion rates
  • Higher ROI
  • Precise targeting
  • Cost-effective brand awareness
  • Key data and metrics

Is Remarketing Right for Your Business?

At Donaldson Group, we have had great success for our clients using remarketing as a tactic. Remarketing is easy to set up, based on a pay-per-click model and an effective strategy for targeting consumers who have already shown interest in your product or service. However, there are some things to consider before jumping into remarketing.

  • First, what’s the strategy behind it? Remarketing can be effective, but it’s just a tactic, and must be tied into a larger digital marketing campaign. Companies should have a digital strategy already in place with a defined product or service offering first before getting into remarketing.
  • Second, remarketing is only as good as your marketing funnel. Decide on the action you wish your target audience to take once they click on your ad. The ideal strategy brings the consumer back to your website or landing page where they can easily follow a clear call-to-action (CTA). Some of the more effective CTAs are purchasing a product, completing an offer (i.e., a free trial sign-up) or filling out a form to obtain relevant information, like a guide or whitepaper.
  • Third, make sure you’re not too creepy or insensitive to the consumer. Remarketing products, like shoes, is vastly different than serving up ads on health-related matters that are highly sensitive and personal. Also, remarketing should be capped, meaning you should limit the number of times a person sees your ad. Every person likes to set up his or her campaigns differently, but a good rule is to optimize your impressions by analyzing your reach and frequency. Over time, you’ll begin to see trends that will guide you on what works best for your business.