What’s The Deal With Remarketing?

One of the biggest challenges that brands face today is grabbing and maintaining their audience’s attention long enough to drive a sale or conversion. This is particularly true within the online environment. A shrinking human attention span means that brands need to work harder than ever before to drive customers to convert. Since the year 2000, our attention spans have decreased by a whopping 25%, from 12 seconds to 8 seconds. This decrease may be to blame for the fact that only 2 per cent of first-time visits to a website result in conversion. So, how can your brand reach the remaining 98 per cent of people showing interest in your website? Here’s where remarketing comes into play.

How does remarketing work?

The term remarketing refers to the practice of targeting advertisements to an audience who has already shown interest in your product or service, by visiting your website.

By placing a pixel on your website from a particular ad server, whether it be Facebook or Google, you can collect data on your visitors so that you know who is visiting your website and when. The data collected is then utilised so that you can target an audience who is likely to convert. Depending on your ad server of choice, remarketing also allows you to target people similar to those who have shown interest in converting. These similarities may be chosen according to audience interests, demographics or online behaviours.

Why is remarketing a vital ingredient in the advertising mix?

By bombarding uninterested audiences with ads, you risk annoying them and damaging your brand’s reputation. On the contrary, recipients of remarketed ads are more likely to enjoy seeing your ads and therefore more likely to convert. Due to the highly targeted nature of remarketing and its focus on ‘already interested’ consumers, it is a very cost effective way of online advertising.  Why pay to have your ads shown to people who are never going to convert? Remarketing allows brands to gently remind potential customers about their products or services, giving their audience the power to convert in their own time.

How can your brand make to most of remarketing?

Successful remarketing relies almost entirely on executing creative that is engaging. In order to optimise clicks on your ads and drive more conversions, your ads should have a strong call-to-action and should be carefully curated with each potential customer in mind. For example, say you run a holiday accommodation website and a customer has searched for holiday rentals in Tokyo, Japan. In addition to serving this customer ads for Tokyo holiday rentals, you may also want to serve them ads about holiday rental deals in surrounding cities, like Osaka or Kyoto. Assuming that this customer is on a holiday in Japan, you can help them to finish their itinerary by gently reminding them to book their next stay. By doing this, you are providing your customers with a solution to their query before they have even started actively searching for one.

Compared to other forms of advertising such as traditional display advertising, remarketing achieves much higher conversion rates and coupled with other forms of advertising can be a winning mix.

If you would like to learn more about remarketing, or if you are interested in remarketing your brand, speak to an advertising expert at Flight Digital today.