02 Mar Remarketing Overview and Strategies
How to use remarketing to reach out to past website visitors
Most of your online marketing efforts consist of getting Internet users to come to your website and complete an action like contacting you for a Free consultation. What happens when people leave your website? How do you reach out to them again?
Luckily, with remarketing you have a way to advertise to past website visitors and get them to come back to your website.
What is remarketing and how does it work?
Remarketing consists of 1) tracking code that you place on your website, 2) audiences (lists) of people who have visited the targeted webpages and 3) ads that focus on these audiences. More specifically, here is how it works:
- When new visitors come to webpages with the tracking code in place, the code stores a harmless “cookie” on their web browser. This cookie basically says, “This person visited this webpage.” They join an audience of others that also visited the webpage
- After the visitors leave your site and browses on the Internet on other websites, Google will sense the cookie and show them ads for 30 days (or a specified duration that you set). They may see image or text ads on blogs and other popular websites that have ad space on them.
- When they click on ads, they come back to your website! You have a second (or third, or fourth) chance to reengage visitors.
How do you implement a remarketing strategy?
Remarketing is surprisingly easy to set up. It consists of the following tasks.
- Target the right pages. You can add the remarketing tracking code to a single pages, multiple pages, or your even whole website.
- Have the right messaging on remarketing ads. Consider why the visitor didn’t complete the desired action. Then make ads that give the visitor a reason to come back to your website. Offer special incentives or overcome anxiety that the past visitor may have had.
- Create text and image ads. Having text and image ads of different sizes will allow you to advertise on hundreds of websites that your audience visits.