Not every digital advertising platform makes sense for every industry and company. Bud Light isn’t likely to run a LinkedIn Sponsored Update campaign. A commercial construction company won’t have much success running Facebook Newsfeed ads. Search engine marketing works in theory for many industries, but can be cost prohibitive for some companies due to the high competition.
But if there’s one form of digital advertising I would recommend to any and every client, it’s remarketing.
For those of you unfamiliar with the term remarketing (also known as retargeting), you’ve most likely seen it in action. Remarketing is an online advertising technique that allows advertisers to target ads to individuals who have already visited your website. Ever spent some time searching online for a pair of shoes and then noticed that banner ads for those shoes seem to follow you around the Internet? That’s remarketing.
Here’s why every business can benefit from remarketing:
Brand Awareness & Exposure
Remarketing is a great way to stay top of mind with your prospective customers. It reminds them about your brand and entices them to return to your website.
One of the keys to growing your brand is recognition. Remarketing allows you to stay in front of users who have already expressed an initial interest in your brand. Increasing the number of times a prospective customer sees your messaging improves brand recognition and brand association.
Remarketing also creates the impression that your brand is “everywhere.” Users will feel as if they see your brand and logo all the time. In addition, due to the reach of the Google Display Network, your ads will be seen on some of the biggest sites on the Internet and make your brand appear bigger and more credible to a consumer.
When you’re running a remarketing campaign, you’re only paying when a user clicks on your ad, meaning your ad has a virtually unlimited amount of times it can be served to a consumer before you’re charged a cent. Clicks on remarketing ads can cost between $0.50 and $2. With the rising costs of keywords in search engine marketing for many industries, this is a considerably cheaper form of digital advertising.
Higher Conversion Rates
Keeping your brand top of mind will improve your chances of a future sale. You’re showing ads to users who are familiar with your products and value proposition. It’s safe to say warm leads are easier to convert than cold leads. Remarketing campaigns also help keep users in your sales funnel that you may have brought to your site through other marketing channels such as e-mail, organic search or even another form of paid advertising. As a result of your other prior marketing efforts, getting users to convert from a remarketing ad is much easier.
If you’re interested in starting a remarketing campaign for your business, we’re happy to help you get started. Contact us today!