SKEMA Digital Marketing: Remarketing – The New Buzzword in Digital Marketing

What is Remarketing?

Remarketing lets a company display targeted ads to people who have previously visited their website – as they browse elsewhere around the internet. Basically, when you visit the company’s site, a cookie is placed in your browser which permits them to display ads in the form of Facebook ads, banner ads etc. multiple times.

Here is a simple infographic explaining the process

Source: http://www.webchiquemarketing.com/why-remarketing-annoys-you/

Another video explaining the process: https://www.youtube.com/watch?v=45uymOc2fTA

Why are marketers using Remarketing?

Simply because Remarketing leads to better ROI, better Conversion rates and very precise targeting. According to Forrester Research, 96% of people who visit a website leave without completing the action the marketer would have liked them to take

Imagine browsing Amazon for a pair of headphones, then deciding to wait for a while till there is a better deal, only to be bombarded with the ads for the particular headphones on Facebook, Google searches etc. It’s very likely you’ll just give in to temptation and end up buying it!

What are the various tools for Remarketing?

Some of the most common tools for remarketing are –

• Google Adwords – Remarketing can be easily done through one’s Google Adwords account, utilizing Google’s huge display network. All one needs to do is add the remarketing tag to one’s website, build the ads and set up a campaign. Google AdWords allows you to create a list of people visiting a certain section or page of one’s website.

Check https://support.google.com/adwords/answer/2454000?hl=en for detailed information

• Adroll - AdRoll works with advertising partners like Facebook Exchange, Google, Yahoo, and Microsoft. AdRoll retargeting customers earn $10 for every $1 spent on average. (Source: website.)

Using their platform, one can target or exclude site visitors based on their actions, create groups of users based on purchase intent, and set up advanced conversion tracking rules.