How Remarketing Works? 5 facts

How remarketing works?: 5 facts you need to know

In the fast-paced world of digital marketing, attracting and converting leads into buyers is a critical task for any entrepreneur or established business owner. While digital advertising can generate inquiries and visits to your website, it doesn’t always translate into actual sales. This is where a powerful strategy comes into play: remarketing.

In this article, we will explore in depth five crucial facts about how remarketing works and why you should consider this tool to boost sales for your SME or startup.

1. What is remarketing?

Remarketing, as its name suggests, is the practice of remarketing. It is a strategy that seeks to reach potential customers who, at some point, have interacted with your products or services through the advertising you have done. However, for various reasons, they did not make a purchase.

By following up and showing them advertising for your brand again, it is hoped that they will reconsider purchasing the product or service they previously researched.

In the current digital context, where people browse various websites and social networks in search of solutions to their needs, remarketing has become an essential tool. The strategy seeks to offer personalized advertising, reminding the potential customer of your offer and persuading him to make the purchase decision that is still in doubt.

2. How does remarketing work?

Remarketing is based on the use of cookies, small text files that users accept when they enter a website. These cookies collect information about the user’s profile and incorporate it into a list.

This list is then used to display ads from the websites the user has visited, creating a personalized advertising experience.

Most Internet users have experienced remarketing in action. For example, when visiting a website that sells bicycles and then exploring other websites or social networks, it is likely that ads for bicycles will start appearing, perhaps even from the same brand they previously researched.

3. Types of remarketing

There are several types of remarketing, each adapted to different needs and platforms. We can find different types of remarketing such as:

Email Remarketing: This strategy involves sending personalized emails to potential customers who have interacted with your website or social networks, but have not completed the purchase. The goal is to persuade them to complete the purchase process.
Remarketing on Social Networks: Consists of showing ads on platforms such as Facebook and Instagram to people who have had contact with the brand, but have not yet made a purchase decision.
Remarketing in Apps: Includes ads that are shown in applications for mobile devices.
Remarketing in Display Network: It is done through Google Ads and is shown in the display network.

4. Factors to create a good remarketing campaign

To carry out an effective remarketing campaign, it is crucial to consider two main factors:

Frequency: This factor refers to the number of times the ad or email is shown to a potential customer. The key is to strike a balance; remembering your product or service is important, but constantly chasing the lead can be counterproductive.
The Audience: Organizing the list of potential customers is essential for remarketing. You need to know what type of message to show to a specific lead. For example, the approach will not be the same for someone who simply visited your website as for someone who was about to make a purchase.

5. Advantages and disadvantages of remarketing

Like any strategy, remarketing has its advantages and disadvantages:

ADVANTAGES:

Loyalty: Remarketing contributes to the creation of recurring customers by sending ads to old customers who have already purchased products or services.
Personalization: Potential customers respond positively to personalized ads, which can generate sales by tailoring to their preferences.
Diversification: Remarketing offers diverse strategies and channels for implementation, providing options to show the right ad on the right channel.

DISADVANTAGES:

Lack of knowledge of intentions: Not all users who interact with your products or services are genuine potential customers. Some may arrive by mistake, which leads to spending time and budget on ads targeted to fake customers.
Potential user discomfort: The frequency of ads can lead some potential customers to feel “harassed”, generating complaints that could negatively affect your reputation.

CONCLUSION

Remarketing is positioned as a crucial tool in the digital marketing arsenal. Selling to someone who is already familiar with you is often easier than to a new prospect, and this is where remarketing shines. While there are several options for implementing this strategy, the crucial element lies in designing the right strategy that effectively reaches the potential customer who is about to make a purchase.