Advertise to Website Visitors – AFTER They’ve Left Your Site? Remarketing 101

Today’s consumer is more concerned than ever about price points and comparison. In fact, while you spend time and money trying to bring leads to your site, they are leaving you to go an examine all your competitors and read off-site reviews of your products. It’s frustrating to lose visitors and watch them bounce from your site where you have no influence.

But what if you could continue to reach out to consumers long after they’ve jumped your page?

Remarketing completely changes the rules of the game. It allows you to keep your brand, products and services at the forefront of your visitors’ minds – even after they have left your pages. 

What is Remarketing?

Have you ever been on a page and noticed an ad off to the side presenting a product or brand you had previously looked at? Perhaps you left Site X, but on the next brand site you visit there is an ad of the shoes from Site X you had just looked at.

This is remarketing.

You can utilise automated advertising to remind your viewers of what they already showed an interest in. By keeping your products, services or brand within site, you also keep them within the minds of visitors who have bounced from your pages.

This is very similar to the approach of traditional marketing, which attempts to place brands in front of audiences who will subconsciously make purchases based on ad influence. However, remarketing takes this process one step further by targeting viewers who have already shown interest in your brand. This means you are directly targeting those who are already highly likely to purchase the products or services your brand offers.

This is very similar to the approach of traditional marketing, which attempts to place brands in front of audiences who will subconsciously make purchases based on ad influence. However, remarketing takes this process one step further by targeting viewers who have already shown interest in your brand. This means you are directly targeting those who are already highly likely to purchase the products or services your brand offers.

Repetition for Conversion

Did you know that 50% of shoppers will visit a website up to 4x before making a purchase?

Remarketing makes the return process faster and easier for those visitors who initially bounce. Rather than being left to return on their own, remarketing continues to pop up your brand ads into the viewer’s path, keeping your company in the forefront of their mind. This keeps you present when influence matters most. By keeping this conversation alive, you are more likely to increase conversion rates and overall sales.

Boosting Brand Awareness

Of course, along with improving conversion, you also increase brand recognition when you utilize remarketing. Even if the initial sale isn’t made, your targeted advertising efforts won’t be wasted when a past visitor is reminded of your site and what you offer.

Just like with traditional advertising, keeping your brand in site is important for increasing the level of trust and credibility consumers consider when they think of your brand or product. By marketing through automated ads before they visit your website (display ads) and after they leave (remarketing), you have a better chance of improving their emotions towards purchasing through your company. The more you are in sight, the more a consumer is likely to trust you, listen to you and seek to purchase from you.

Spreading Your Marketing Dollars

If you are looking for ways to make your marketing budget go further, you should consider Remarkting PPC ads. You will smartly utilise your dollars by only paying for visitors that see the ad and pay to go to your site. You can name your price and then set up ads to target specific consumer groups. Remarkting PPC ads are typically one of the most cost-effective methods for improving conversion and increasing brand awareness since you can directly monitor the results and make instant changes.

Know Your Numbers

Companies have to know what exactly they are willing to spend to earn a purchase. This is called cost per acquisition (CPA) and refers to the amount you can afford to spend to get a new purchase conversion.

In order to determine cost per acquisition, take all profit in a given period (month, quarter, year, etc.) and divide it by the overall number of customers in that period. This gives you an idea of roughly how much an average customer is spending and how much you can afford to bring in new customers (the CPA).

Your CPA will help determine realistic marketing budgets and goals. It tells you how much you can afford to spend based on your acquisition conversion rates (how many visitors make purchases). It will also help you analyse PPC marketing efforts and decide where to cut or increase funds.

Remember, in the very active reality of virtual space, your brand can easily be choked out by your competition (including the competition you never even knew you had!). With consumers actively seeking price points, comparisons and reviews, it has become increasingly more important that brands make themselves readily available through sources like social media and somewhat aggressive with tactics like remarketing.

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