Remarketing - What it’s All About and Does it Really Work?

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Remarketing - are you using it yet? If not, then welcome! 

Remarketing is a key tool in your paid advertising belt, helping you to engage with an audience that is already familiar with your products. Used wisely, it will encourage potential customers into making a purchase or getting in touch with you - whatever your goal is. Below, we've outlined what a strong remarketing campaign looks like and the many benefits it can provide.

What does remarketing look like?

Have you ever visited a website, seen an item you fancied but weren't ready to make a purchase, and then later you spotted the same item or website advertised elsewhere? Those are remarketing ads, and will be part of a company's tailored remarketing campaign strategy.

Why Do I Need Remarketing?

It's really effective to have your brand whenever your audience is, especially if they are at the point of making a purchasing decision.

Below, we've listed the top five reasons as to why you should consider adding remarketing campaigns to your digital marketing strategy. Want to know more? Just get in touch to speak to our Google Ads specialists on 0161 402 3170 or send us an enquiry below.

1. Keep connected
Remarketing ensures you keep connected with your target audience. In an ideal world, users will enter a site for the first time, fall in love with the product or service and then instantly convert - buying your goods or filling in a contact form.

However, we know that people's buying cycle often involves researching and comparing different options, and exploring similar products on different websites.

Using remarketing ensures that your brand stays at the forefront of the mind of your potential customers using targeted ads across the display network.

2. Cost-effective 
Using a remarketing campaign for people who haven't converted on your website is a more cost-effective tool than encouraging new users to visit your site for the first time. That's because we already know that they are interested in your company and a warm lead is, nine times out of ten, easier to convince than a cold lead.

When combined with an effective paid search strategy, retargeting ads will ensure you will pick up the most conversions possible at the cheapest cost.

You will also see a lower cost-per-impression as you aren't competing against other businesses in an auction to get your display or social campaign visible.

3. Relevant for all stages
Regardless of whether your customer is idly browsing, conducting serious research or is ready to commit, remarketing campaigns are a fantastic tool to attract them to your business at any stage of their lifecycle. 

So, if you want to grow brand awareness towards a relevant audience or acquire more conversions from a solid base of users that you've built up over time, remarketing campaigns can help achieve your goals.

4. Super specific
One of the key benefits of remarketing is that you can be very specific with how you target your ads and what content you show your remarketing audience. As an example, in the same campaign, you can send an advert showing the specific product or service a user showed interest in and you can also send a different ad to a user that spent a longer period of time on a different page. All of this can be tailored when you create ads for your campaigns.

5. Detailed analysis
An essential part of any digital marketing campaign is the ability to review and analyse work in order to continually improve the activity for ever-greater results. Remarketing campaigns are fantastic in that they give an extra layer of detail that can be analysed. 

This doesn't just help us make adjustments to the remarketing strategy but also helps us to make tweaks across the rest of the marketing strategy; meaning you'll see an improvement to your results across the board.

6. Universal
There is very little limit to where remarketing can be used - it can be used effectively across the entire Google Display Network and the wider web. We can remarket users on Google, Facebook, LinkedIn, Twitter, Pinterest and many many more sites. 

But Do Remarketing Campaigns Really Work?

We reviewed our remarketing work for clients across the B2B and B2C spectrum and discovered that, compared to users who aren't retargeted, you can expect: 

  • The click-through rate (CTR) is 180.55% higher for retargeted users on the display network
  • The conversion rate is 291.66% higher for retargeted users on the display network
  • Retargeted users are 8 times cheaper to reach per click

Ultimately, your remarketing audience is not only warmer in terms of being a lead, they are also more cost-efficient to convert and can provide a lot of data to improve your other marketing efforts.

Common Remarketing FAQ

What is the Google Display Network? The Google Display Network (GDN) is a group of websites that have partnered with Google to display paid ads. There are many different ad formats including text ads, banner ads, video, and image-based ads. It's common to see a display ad at the top and sides of a website, or within a body of text.

How do remarketing ads work? You can read a more detailed explanation of how remarketing ads work here.

What's the difference between remarketing ads and search ads? While both are part of online advertising, there are some key differences between remarketing ads and search ads. Remarketing ads target users who have already visited your website, while search ads - which appear in search engine results - target users are those who are searching for specific products or services online.

What are remarketing lists? Remarketing lists are essentially targeted groups of people who have, in some way or another, interacted with your website. You can create remarketing lists based on any number of things including actions the user took on your site, what device they are using, what they added to their cart, or what stage of the buying process they reached. You can create different remarketing lists for different stages of the buying funnel to ensure your ads are super-specific and targeted for the best chance of conversion.

B2C Ecommerce Case Study

Homeware and soft furnishings brand

  • Retargeted users are 499% more likely to convert
  • The average order value is 30% higher for retargeted users

Legal Case Study

Full-service law firm

  • Display click through rate is 268% higher for retargeted audiences - compared to the network's average of 0.35%!
  • Cost per click (CPC) is 466% cheaper for retargeted users

B2B Ecommerce Case Study

Wholesale supplier of eco-friendly packaging

  • Remarketing on Google shopping yielded a 403.26% increase in return on ad spend
  • Conversion rate is 236% higher for remarketed users 
  • Average order value is 60% higher for retargeted users 

Interested to find out how our remarketing service can help grow your business? Give us a call on or use our nifty contact form and we'll get back to you right away

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With a large in-house team of specialists we provide a range of digital services including web designweb developmentdigital marketingSEObrandingcontent marketingPR and outreachsocial media marketing and paid search marketing, we cover every digital marketing need you may have.

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