Ninjas and our clients LOVE remarketing. It’s fast, extremely profitable and gets better with age. Let’s look at what it is, why it works and how you can start making money from it immediately…
What is Remarketing?
You might well have seen remarketing in action without realising it. Here’s an example:
A searcher finds your website through SEO or a paid advert on Google. They browse around the site, but get distracted or aren’t ready to buy yet, so they leave without making the purchase. But while they were on your site, a piece of Analytics code injected a cookie onto their computer. Whenever they visit a site in the Google Display Network (any site that displays Google adverts), they now see your remarketing advert pop up.
Three things now happen:
- Because they’re seeing your adverts ‘all over the place’ they assume you are a massive company with a huge advertising budget
- These constant conscious and subconscious reminders of your product or service significantly increase their visitor’s awareness of your product or service
- They can click on one of these ads at any time to go straight to your site
It’s not hard to see how this works so effectively. Who better to advertise to than people who have already been on your website but didn’t buy?
Low Cost, Highly Effective
Because remarketing uses display advertising (one of the lowest cost forms of advertising, partly due to the fact that it’s so difficult to target effectively), the cost is relatively low when compared to, say, Adwords. However, because remarketing is narrowly targeted only to people that have visited your site, it’s much higher ROI than regular display advertising, and thus much more cost effective.
The results we are seeing for our clients using remarketing have led us to recommend it to every single client of ours as a matter of priority. As far as we’re concerned, it’s an absolute no-brainer.
What Types of Businesses Can Benefit?
So far we’ve seen remarketing work exceptionally well for:
- Local businesses
- National and global businesses
- E-commerce sites
- Service businesses
- Information marketers
… so every type of business you can imagine. If you make more money when people visit your website, then remarketing should be top of your list to start experimenting with immediately.
Remarketing, PPC and SEO
With remarketing installed, the value of any website visitors originating from SEO or PPC increases significantly. No longer are these visitors wandering in and out of your website, but they’re essentially being ‘converted’ and their browser info collected for future marketing. This transforms the finances for these traffic sources and makes every one of your site visitors more profitable. See the case study below for some example numbers…
The Setup: Surely it’s not that bad?!
One of the most beautiful things about remarketing is that set up. Not only do you have to add the code to your website, create different lists according to your pages and products, but you also have to design the graphic banners that will show up on the sites. Unless you have a strong advertising design background, these banners will have to be professionally produced. All in all, compared to Adwords it’s a lot of work.
Far from being a disadvantage, this is fantastic news. Part of the reason that remarketing is such good value for money is that competition is relatively low, precisely because it’s a new strategy with a complicated set up.
One of our e-commerce clients set us an impossible challenge: reduce their Cost Per Sale below £5. After getting the cost down from their £26 to a respectable £8, we decided that it was time to break out the big guns and add Remarketing to the mix.