Recently I visited the J. Crew website. I browsed some pages and left. Later that day I visited Yahoo.com to check my email and right there next to my inbox was a J. Crew ad. How did they do that?!
“Remarketing,” that’s how. Remarketing is what Google calls its online ad targeting service that delivers ads to people who have previously visited your website. Other vendors call it “retargeting.” It works like this.
1. A visitor comes to your website.
2. You put one or more cookies on their browser.
3. You deliver ads to them at some of the websites they visit after they leave your site.
So imagine that you are selling shoes on your website. You can use remarketing to reach each customer who leaves your site without buying. And you can offer them a coupon for 10 percent off the kind of shoe they were browsing.
This also works for B2B marketers. For example, you can target a prospect that leaves your site after browsing a certain type of case study. If they have been researching how you can manufacture parts for the computer industry, then you can deliver them an ad that invites them to see you at an upcoming computer industry tradeshow.
Remarketing is powerful for a number of reasons:
- Precise Targeting: You can reach customers whose behavior has indicated they are interested in your products.
- High Frequency: You can reach a targeted prospect multiple times.
- Large Perceived Scale: Your campaign will appear to be large because key prospects keep seeing your ads. The reality is you are just targeting them precisely.
- Economical: With remarketing, you can buy ads from Google on a cost-per-click basis. This means you only pay if the prospect clicks on your ad.
When does remarketing make sense?
Consider remarketing as a way to provide an additional push to prospects that have not yet converted but are close- offer a deeper discount or just deliver additional brand exposure. It also makes sense to use remarketing to cross promote between your brands or products- for example, promote brown shoe polish to the customer who just bought brown shoes.
How about results?
Marketers are reporting very encouraging results versus traditional Google display advertising. Click-through-rates are higher because the ads are relevant to prospects. And the conversion rates are higher too because the ads are so precisely targeted.
So did I buy from J. Crew? Let’s just say that these shoes did not get onto my feet by accident.