Remarketing is a form of retargeting consumers that are already aware of your business and have visited your website. Facebook and Google have both created ways to strategically place your advertisements in front of your visitors to engage them in a different way. These tools allow you to increase your brand awareness and promote specific products. This may sound like a step too far, but it uses “cookies” to gather data and to remember consumers’ prior interests. A great example would be a search for a new backpack. You’ve been looking at multiple sites for a backpack that fits your desired style and functionality. You found a great bag but didn’t purchase right away. A couple weeks later you decide to purchase the bag but you can’t remember where you saw it. Later that day, you’re scrolling through Instagram and there’s the bag! You’re then able to click on the ad and complete your purchase.
Yes, some people hate ads and have begun to use ad blockers to prevent this type of advertising on their feeds. However, it has been found that people don’t mind well targeted advertisements on their feed. You may see advertisements for products or services you have absolutely no interest in and eventually request to not see it again. This happens to me regularly and I get annoyed that I keep seeing the same advertisement over and over again. This is an example of 1. Poor targeting and 2. Over promoting. You can actually get so granular with your advertising that you can determine exactly what demographic(s) you want to target to and how often they are seen!
The benefits of remarketing are numerous. You can decide who sees your ads and when they see them. You can decide what they see and provide a strong call to action. You can expand your reach nation or worldwide! You can decide how much you want to spend and see the strong statistical impact these campaigns can have!
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