At Millennium Marketing Solutions, we use a variety of digital marketing techniques to help our clients make the most of their advertising dollars. One of the most valuable tools in our arsenal is known as remarketing—a form of retargeting.
What is Remarketing?
You may not have heard the term “remarketing” but chances are you’ve noticed the effects. After you have been shopping online, you may have seen advertisements for the product or service on other websites as you browse. These ads serve as enticing reminders of the items you’re considering.
One of the great things about remarketing is that you don’t have to be a large company to do it—it is not expensive and is very effective. Remarketing ads work great for local businesses that are doing pay per click advertising as well as those that already rank well in search results.
How Does Remarketing Work?
When someone visits your website, they trigger code that adds their web browser to a special membership list known as a remarketing list. So for instance, with Google AdWords, the list is automatically stored and managed by Google. Members expire off the list after a certain period of time, normally 30 days. This means for the next 30 days, they may see image or text ads related to their earlier site visit in an attempt to attract them back to the website to take a certain action such as to make a purchase or request more information.
Although there are several remarketing platforms to choose from, Google’s is one of the most comprehensive. On Google, remarketing lists can be used in several ways to help you bring potential customers back to your site:
- Display Remarketing: These kind of remarketing ads appear on what’s known as the Google Display Network, which is made up of websites that have agreed to publish Google Advertiser’s ads in exchange for a cut of the money earned for each click. The publishers can decide which sizes and types of ads they will accommodate on their website. When someone who is on a remarketing list visits a publisher’s website, Google can automatically insert relevant ads on the website.
- Search Remarketing: The second type of remarketing we leverage for our clients is called search remarketing. Search remarketing doesn’t typically utilize special ads or the Google Display Network. With this technique, Google will automatically raise your Google search advertising bids for people who have previously found your site before. This way, someone who searched previously, but who hasn’t yet met their need has a better opportunity to see your ad again and hopefully become a customer.
- “Similar To” Remarketing Lists: As an added bonus, Google’s algorithms take note of people searching for certain types of products and services. They allow you to use these lists to advertise to people who are “similar to” the ones on your own remarketing lists. So, if you and a competitor both sell widgets, Google will help you target people who have visited the competitor’s site, but not yours. You can then target them on the Google Display Network with image and text ads in hopes of bringing them in to consider your offering.
Will Remarketing Work for My Business?
Remarketing is great for any business that relies on web traffic. People shopping among local competitors often have a longer buying cycle. Don’t let them forget about your business.
Whether you are currently advertising on Google, or have questions about getting started, please contact us. We’d be happy to answer questions about how to make remarketing and online advertising work for your business.
We are a proud to be a certified Google Partner agency.