Getting the Most out of Retargeting and Remarketing

You have probably been happily trawling the web when a product you viewed days earlier and on a different website has suddenly popped onto your screen. And you have almost certainly received emails from online stores offering you products that relate to previous purchases.

That is retargeting and remarketing in action and you will probably appreciate what a powerful strategy it can be for increasing your ability to get found online. The good news is that the tools and techniques used in retargeting and remarketing are available to all businesses – and Get Found can help you put them to work.

Retargeting: How to ‘Stay Found’ Online

If getting found online is the number one challenge for businesses then staying found is a close second. During a browsing session, potential customers may get as far as looking at and researching your products but if they are not ready to buy they can easily click away to somewhere else never to return.

Retargeting is about tracking visitors to your site and reminding them of previously viewed pages and products through display ads.

Retargeting makes use of cookies, tiny files which are carried around by your web browser and log bits of information about your online activity. Cookies store info about the websites you have visited which is useful when you don’t want to keep logging in to a website every time you visit a different page.

However, internet marketers quickly realised that cookies could also be used – by third-party ad servers on networks such as the Google Display Network and AdBrite – to follow people around and serve them with display ads related to previous online activities.

Retargeting campaigns can make use of the following information to tailor ads:

  • Previously browsed products
  • Similar websites visited (contextual retargeting)
  • Social connections
  • Searches on Google, Bing and Yahoo!
  • Newsletters/emails read
  • Inbound ad details
  • Engagement activities (playing a video, clicking an in-game ad, etc.)

Retargeting has been shown to increase click-through-rate (CTR) to anywhere up to ten times the industry average but companies need to treat remarketing with care. Too much repetition and irrelevant retargeting can create annoyance and turn people off your brand.

Get Found can help you to set up a remarketing campaign that is relevant and effective without being intrusive.

Note: Confusingly, Google Adwords refer to their retargeting function as remarketing which is generally understood to mean something different (see below).

Remarketing: Securing Repeat Business

Whereas retargeting tracks those people who have shown prior interest or given indication that they could be a viable customer, remarketing is a more active strategy, often carried out through email marketing, of encouraging repeat custom or closing previously abandoned sales.

Two of the classic remarketing strategies that most people have heard about are up selling (offering a higher value product or service to an existing customer) and cross-selling (suggesting complementary products based on previous purchase history).

Another common remarketing strategy, used by around a quarter of the top 1,000 retailers, is rescuing shopping carts which have been abandoned. A potential buyer can fail to complete a purchase for various reasons: a knock at the door, connection issue, browser compatibility issue, website error, card declined, etc.). There is understood to be a narrow window of time – around an hour – in which an abandoned purchase can often be rescued.

Getting the Most out of Retargeting and Remarketing

If you are interested in bringing retargeting, remarketing or related techniques into your online marketing then speak to a Get Found consultant. With decades of experience in running ad campaigns of all types, we can run a standalone retargeting or remarketing campaign on your behalf or integrate retargeting and/or remarketing into one of our comprehensive bespoke internet marketing solutions.