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Assuming you’ve already launched a great website and implemented SEO stratagies to make sure your customers can find you in search engine results, you’ll have potential customers visiting your site on a regular basis. Great!
There’s a lot you can do to convert visitors into customers within your website — that’s where having a functional and engaging website design really pays off. Most businesses stop there however, and they really shouldn’t. There’s another clever method to ensure your business stays top of mind with any visitor that lands on your site. That’s where remarketing comes in.
Here’s how it works:
- Your business opens a campaign through a pay per click service that offers remarketing (the most popular platforms are AdRoll and Google AdWords)
- A web developer place a small piece of code on your website’s homepage, shopping cart or any other page(s) you define as valuable to your business goals
- A customer visits the page, but leaves without converting
- Their browser generates a cookie from your sites’s code which makes a note of their visit
- The remarketing platform show ads for your business to the visitor on other sites they visit, keeping your business top of mind, regardless of where they are online
- The customer clicks on one of your ads, and is brought back to your website
Or, in simplified visual form:
(Image courtesy of AdRoll)
Here’s an example of a retargeting ad from Canadian retailer Frank & Oak, displayed on Mashable:
Depending on your strategy you may choose to remind the customer why they visited on your website (“come back to complete your purchase!”) or simply display ads for products or services that relate to the page the visited initially.
Remarketing works because it reaches online customers in their natural environment — the internet, regardless of the websites they visit. Many of the most viewed websites on the internet display remarketing ads. By using continuing to advertise to potential customers that have visited your site, a remarketing strategy makes them vastly more likely to convert than if they had simply left and never heard from you again.
And here’s the best part — although there are many different strategies to consider depending on your industry and sales cycles, and although it’s rarely possible to make guarantees in the world of online marketing, there is no doubt in our mind that remarketing is the most cost-effective way to run ads online for your business. If your site has visitors, remarketing is an indispensable tool to ensure your business has every chance to convert each customer.
Curious about getting started? Get in touch — we’d be happy to show you how to make remarketing advertising work for your business!