According to a survey conducted by Hubspot, as many as 77% of people said they would prefer to use ad filtering software rather than abandon it altogether. This means that users value the information contained in ads, but only information that relates to products and services within their circle of interest. Advertising must therefore be well tailored to the customer profile. This is how remarketing works.
Advertising to an interested potential customer
The purpose of remarketing is to reach those users who have already visited your site or have become interested in your particular product or service. In addition, the advertising message is personalized. The advertisement relates to a product that has already been in the customer's shopping cart, or a potential customer has browsed a particular product subpage. For this reason, remarketing works great in the case of an abandoned shopping cart. The customer had already almost bought the product, but something caused him to abandon it. The ad is supposed to remind him of this product.
How does it work?
Remarketing uses multiple channels, including Google's ad network and Google Ads. In addition, it is possible to target people on your mailing list and reach people using YouTube. Another channel is Google search. This targets users typing in search terms directly related to your brand.
In order to implement aremarketing campaign, it is necessary to add a special code to the website. Everyone who visits your site will be automatically added to the remarketing list. The code is customized taking into account specific categories in the e-store and sub-sites.
Such users are then shown ads on those sites that accept ads from the Google Ad Network. It's a kind of "reminder" that the customer probably forgot something, something he was still supposed to buy.
Something more than just customer acquisition
If you use remarketing properly, you gain many benefits. It's no longer just about acquiring or regaining customers, but also increasing brand recognition. Advertising reminds the user of your existence and that they are interested in your offer. Remarketing is characterized by a strongly specified message. Ultimately, the ad goes to the person who is actually interested in it. This has to do with effective budget planning and limited waste.
A potential customer doesn't give you just one chance. You can have more, but you need a strong incentive to do so. Remarketing is advertising displayed to a user who has already interacted with your brand and shown interest in you. Now all you have to do is point him or her back to your site.
