How remarketing ads work and why should you be running them

Have you ever been on a website and then gone on to social media to find exactly what you were searching for now on your feed? This is just one example of how remarketing works; reminding your visitors of your products and services after they have left your site, in the hope that it brings them back.

Remarketing is a form of advertising that help brands to re-engage users who have left their site before converting (e.g., making a purchase, filling in a contact form, or another desired action). Did you know that 96% of visitors that come to your website are not ready to buy?? And, that’s why we’re highlighting exactly what remarketing ads are, why they’re important, and how our digital team at PLMR Genesis can help your business. Find out in today’s blog exactly what remarketing ads are, why they are important, and how our digital team at PLMR Genesis can help.

Why remarketing is important

Remarketing creates touch points to remind your customers of products and services they have already seen on your website. Another benefit of remarketing is that it keeps your product or service at the top of the potential customer’s mind (top of the mind awareness) as they continue browsing the internet, social media or apps.

How does remarketing work?

Remarketing works by using ‘cookies’. These are small pieces of data/code stored by a web browser that remembers sites users have visited. You can segment (or categorise) customers based on their traits or behaviour, allowing you to create relevant remarketing ads that then create relevant remarketing ads which are likely to convert them (for instance, a discount is shown to users via an ad if they haven’t purchased). Think of the audience as ‘window shoppers’, once they see your remarketing ads or emails, your brand will gain traction until they are ready to buy.

When the visitor leaves the site or browses the web at a later time, the cookies start working and gives remarketing technology the power to show ads to users based on their previous behaviour.

So, is remarketing necessary for a digital marketing strategy?

It all depends on your business and your goals. Remarketing is effective at converting users due to focusing on users’ previous behaviour when they were showing interest in a product or service – but, remarketing alone is not enough. Remarketing works most effectively when it is part of a wider digital (and/or communications) strategy.

The reason for this is that remarketing is great at conversion optimisation, but it doesn’t directly drive new traffic to your site. To increase brand awareness and drive website traffic, you will need to consider other channels/strategies to contribute to a funnel approach such as:

Digital Marketing and Advertising

SEO & User Experience (UX)

Social Media

PR & Media Relations

Strategy & Planning

How can PLMR Genesis help me with  remarketing ads?

Our team of skilled digital marketers has the experience and tools to ensure that your remarketing ads convert interested visitors into loyal customers and clients. To learn more about how our digital marketing strategies can help you and your company, speak to our team today.

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