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15 Dec 2015

Everything You Need to Know About Remarketing

Let’s say Mr. A visits a product page, views an item and proceeds to add it to his shopping cart, without checking out he decides to leave the website. He is then targeted with ads featuring his previously viewed item while he browses the internet. Interesting, right? This is a common Calgary remarketing tactic that is proven to be beneficial to brands.

Have you ever wondered how to engage your previous customers or website visitors to do more business with you by purchasing targeted items? This is a digital marketing concept known as remarketing. You may be wondering, what is remarketing? how does it work and why is it a very important digital marketing technique? This article covers all you need to know about Calgary remarketing,

What is Calgary Remarketing?

This is a means of continuing engagements with your website’s visitors who may have made a purchase or viewed a product or service you are offering. This marketing strategy enables the positioning of targeted ads to a specified audience when they browse the internet. It may be aimed at offering more information to a visitor who showed interest in a particular product. Alternatively, you could reach out to a visitor who purchased an item at an earlier time or to offer products and incentives. All these Calgary remarketing tactics are shown to be highly effective!

How Does Remarketing Work:

In simple terms, remarketing is carried out on a webpage by inserting a tag which places a cookie on the browser of the visitor. A digital marketer uses the cookie to target the visitor via display ads and paid searches.

The way actions and pages are tagged on a webpage determines the remarketing lists. The higher the number of actions or tags on a webpage by a user, the more information available about the user and their preferences. More information about the user and the exact products captivating their interest is received when they complete a purchase process. Such information gained will be treated in a different manner from a user who merely visits a site’s homepage. This process of segmenting users provides effective communication to potential customers.

Segmented campaigns that allow you to create unique messaging and different targets for specific users. The information gathered from a user’s visit to a particular site will determine the type of message the user will receive and affect the campaign objectives. It is noteworthy that the conversion chances of a user who has indicated interest is higher than that of users immediately bounce.

Calgary remarketing campaigns can be carried out via video which involves targeting user coming across a set video on YouTube or through search which targets your site’s visitors and goes back to search engines to conduct their businesses. Social media such as Facebook also gives you the opportunity to target your site’s visitors through an exchange channel.

What Ad Formats Are Used for Remarketing?

Remarketing involves precision i.e. following up with the right offer at the right moment. Ad format can help you achieve this aim. When an ad is designed with the customer in mind, they can yield amazing results. This means carefully selecting the right ad format, size, image and text. They should appear captivating and compatible on numerous platforms and devices. As they must load smoothly across platforms and on multiple screens (HTML5 ads are highly recommended for such use).

Why is Remarketing valuable?

The impact of remarketing can be far-reaching. These are some benefits offered by this marketing strategy:

Target Audience:

It provides the platform to advertise to an audience that is ready to purchase, priming them and converting into sales quickly.

Brand Recall:

It serves as a tool to remind potential customers of their interest in your product. It also further in encouraging already existing customers to make more purchases from you other than your competitors.

Loss Reduction:

The concept can be described in two ways. It can be viewed from the perspective of products and also from that of the marketing lead. As visitors get re-engaged, a brand is provided with an opportunity to sell items that remain. This ensures the reduction of loss from unsold items. Also, by re-engaging visitors who leave the site initially, it reduces the loss from leads gotten from other marketing strategies.

Higher Conversion rate:

Remarketing often results in sales by driving users back into the sales process. This simply means that marketing leads have a higher chance to become customers.

There is no doubt that remarketing is a great tool in keeping customers engaged. However, it needs to be used carefully. Brands can earn a negative perception from users when they are targeted too aggressively.

Click here to learn more about how you can add remarketing to your marketing strategy.