Benefits of remarketing

remarketingRemarketing allows marketers to display ads to visitors who’ve previously been on your website as they browse the Web. Remarketing uses programmatic buying to display ads on a broad array of participating websites. Within the Google ad network, a prospect who visited a brand website may see the advertisements of that brand on third-party websites. Remarketing is a powerful in a marketer’s toolbox when used appropriately.

5 benefits of remarketing

Benefit #1: improving brand recall
Remarketing is a fantastic tool for reminding prospects of your brand. This form of advertisement helps create on-going reminders of a brand. More significantly, the remarketing display ads can recall a message viewed on the original brand website and display reminder ads throughout the Web.

Benefit #2: Improved conversion rates
Remarketing can help drive visitors involved in a conversion process back into a sales scenario. For example, an eCommerce website can tag all visitors who have progressed to step 2 in their checkout process, and display remarketing ads to bring them back. Another approach is to target leads that have already filled out a form and downloaded content from a brand. Remarketing in these cases can help improve the sales process–both online and offline.

Benefit #3: audience targeting
The ability to target a specific audience with a specific message is powerful. Marketers can use remarketing ads to communicate with a specific audience through display advertising or text ads. For example a remarketing tag can be installed only for visitors that conduct certain actions within a brand website.

Benefit #4: Improves relevancy of ads
The reason remarketing works so well is that it gives marketers the ability to deliver ads based on previous actions. For example, if a visitor lands on a specific product page, a remarketing ad of that specific product can be displayed throughout the Web to that prospective customer. Likewise, using behavior segmentation, a message appropriate to a web visitor can be displayed instead of a generic (non-specific) ad message. You can appeal to the interests of a visitor.

Benefit #5: Reduce loss
One of the most salient features is that remarketing allows brands to re-engage visitors that are no longer on their website. Brand recall and brand engagement are both sub-facets of this point. Remarketing gives your brand a second chance to bring a prospect back into the fold. Coupled with SEO, social referrals or standard ads, remarketing can be a secondary line of attraction to a brand. Reduction of loss can be powerful not just because your are preventing the loss of leads, but because those who have previously visited your website and come back may have a higher potential for conversion.

 



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Ironpaper is a B2B marketing agency and lead generation agency. Ironpaper integrates design, technology and marketing for the web to drive meaningful results for clients. We are based in New York City and Charlotte, NC.