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Are You Using Remarketing? You Should Be.

At one point or another, we’ve all found ourselves browsing a company’s site and contemplating purchasing a good or service, only to decide that it’s not the right time. We close the tab and shut the service out of our minds for the time being, only to navigate to another webpage minutes later to see an advertisement from the same business.

How is This Possible?

This is an online advertising tactic called remarketing and it is made possible through browser cookies as well as code added to website data. As a digital advertiser, you can use anonymous user data collected from cookies to find people that have viewed a page on your website but not completed a conversion related to your business goals. Remarketing audiences are created based on the specific web pages that users have interacted with.

For example, a service company might create four audience segments: homepage viewers, service category viewers, specific service viewers, and convertors. Each of these user segments would be retargeted with a different, personalized ad experience intended to influence the users to complete a conversion relevant to what they previously viewed. An important thing to keep in mind is that the first few minutes after a potential customer or client abandons a conversion are critical, as they are still in the frame of mind to be influenced. As your digital marketing company in Chicago, we would love to discuss how a remarketing campaign tactic can work for your business to keep you top of mind with prospective customers.    

Different Remarketing Platforms

There are a number of platforms that you can use to remarket to potential customers, with big players including Google, Bing, and Facebook. With Google, once a user falls into a remarketing list they can be retargeted across Google’s vast display and search networks (the Google display network reaches 92 percent of all internet users). Additionally, if a user is signed into their Google account on their mobile device, retargeting ads can reach them there.

Bing works similarly and allows for remarketing across many channels, including Bing audience lists and people who interacted with a website that came from other channels like Google Ads, Facebook, organic, direct, and more.

Lastly, Facebook can also remarket via ads in users’ feeds. They offer a few different options, as advertisers can choose between normal website visit remarketing, remarketing based on in-app actions completed in a business’ app, or (and most unique) remarketing using a business’ existing customer lists. The third offering is possible by matching emails, phone numbers, and Facebook user or mobile advertiser IDs to Facebook profiles.

Why Remarketing Works

According to Google data, 96 percent of people visiting a website leave without completing any of the actions that marketers are hoping that they take, 70 percent of people abandon their online shopping cart, and 49 percent of people typically visit two to four sites before completing a purchase. This leaves many potential customers on the cusp of converting that are in need of a reminder from a business to keep their services in mind. Furthermore, Facebook boasts 22 million ad clicks every year and a three times higher engagement rate for remarketing ads vs regular Facebook ads.    

If you’re unsure where to begin with remarketing, let our digital marketing company in Chicago help. Contact EM Search Consulting today for a free consultation.

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