How Does Remarketing Work? Everything You Need to Know
Did you know that you’re losing a lot of business from your website? You may think that you’re getting sales and subscribers from your website, and your traffic is up, so everything should be just fine.
Here’s what you’re missing. Most purchases don’t happen on the first visit to your website. About 92% of first-time visitors to your site have no intention to make a purchase. They’re doing research or checking out your business.
This is where you get to learn how does remarketing work. The question then becomes how can you keep your business in front of customers until they’re ready to buy.
What is Remarketing?
The best way to explain what remarketing is by example. Have you ever been on a website and the next thing you know, you’re seeing ads for that same site on Facebook or other websites? You could have put items in a shopping cart and decided to make a purchase and you get emails reminding you to complete your purchase.
That’s remarketing. Remarketing captures the attention of your website visitors after they leave your site.
Does it work? Yes, it does. Remarketing visitors are 70% more likely to convert than ones that aren’t retargeted.
How Does Remarketing Work?
If you’re wondering how does remarketing work, here’s your answer. There’s no real magic involved with remarketing, it just starts with a simple line of code.
You can get the tracking code from Facebook, Google, or whatever ad network you decide to work with. You install the code on your site, which is very easy to do. The tracking code then does all of the heavy lifting for you.
The second part of remarketing is the ad itself. This can be a Facebook ad or
The reason why remarketing is so effective is due to brand recognition. As soon as someone visits your site, your brand makes an impression. If you have a strong brand, you’re likely to make a positive impression.
When that person sees a remarketing ad, your brand will be reinforced in the mind of the visitor. When they’re ready to make a purchase, they’re likely to see a retargeting ad and remember your company.
Understanding the Buyer’s Journey
In order to gain an in-depth understanding as to how remarketing really works, you have to understand the buyer’s journey. As you already learned, 92% of people aren’t going to your site to make a purchase.
So, what are they doing on your site?
It depends on how they got to your site. They could have come across an interesting blog post on your website on social media. In that case, they’re looking for education or information. These people probably don’t have any real intention to buy from you anytime soon.
That doesn’t mean that you should write them off, though. They will need your services at some point.
People who come to your site through search results will have a different intention. For example, people may want to do product research or look at various companies in their area.
In this stage, they’re just becoming aware of your brand. You want to build trust and show that you have a reputable company.
In the next stage, they have an interest in your product or service. This is the reason why remarketing is so important. You have to compete with every other company to keep their attention between awareness an interest.
At some point, they’ll have a desire for what your company offers. They’re close to buying and they’re in the process of making a decision.
When they’re ready to buy, they’ll take action. They’ll have seen your remarketing ads enough times and been back to your site more than once to realize that your company is the best brand to work with.
How to Set Up Remarketing Campaigns for Each Stage of the Journey
There are a number of ways to set up a remarketing campaign. You can set them up for each stage of the buyer’s journey and help move them along each stage.
You can set up a Facebook ad campaign in this way. How can you move someone who’s just becoming aware of your business to someone who has an interest in what you offer?
You can create an ad that reinforces your brand’s strengths in the mind of the buyer. They’re already familiar with your brand because they were on your website. In this stage, you can create product video ads that showcase the benefits of your product.
You can also create sponsored posts that go deep in the customer’s psyche about the problem they’re trying to solve.
They may have revisited your site, but they’re still not ready to buy. Remember that people buy with emotions first and then will justify the purchase in their minds later. This is the time to tell a powerful story about your company. It could be a testimonial or a review that shows the success of the product.
These ads will increase the emotional connection to the brand and the likelihood that they’ll buy.
They may even add products to their shopping cart. In that case, you’ll want to have cart abandonment campaigns set up to encourage people to complete their purchase.
Take a look at these helpful tips for more details on setting up a strong remarketing campaign.
Remarketing for Business Success
You work really hard to get more traffic to your website. You may invest in SEO, social media, PPC ads, and a blog to generate traffic.
The vast majority of that traffic isn’t ready to convert and make a purchase. In order to keep your company top of mind in the buying process, you need to use remarketing.
How does remarketing work? It just takes a small line of code on your website and a lot of creativity to unleash the true power of remarketing.
Ready to learn more about online marketing? Check out these digital marketing trends you need to know for 2019.
