Or if marketing is beans, remarketing is refried beans. What we’re trying to say in a roundabout way is that remarketing calls for a highly specific skill set. And yes, it just so happens to be one we’ve acquired and refined over the years to help businesses like yours.
When it’s done well, remarketing has the potential to deliver the sort of engagement levels and conversion rate that brands could normally only dream of from a conventional marketing campaign. That’s because with remarketing you’re targeting individuals who are already aware of your brand and who’ve already shown some degree of interest in your products and services. But let’s move on cos you know this stuff already. Instead, let’s delve into some of the specifics and explain how we can help you excel at remarketing and why it’s an avenue you’d be advised to visit.
The trouble with adverts is that they’re everywhere, assailing us on every site we browse, social network we visit and email we open. Adverts are a necessary part of everyday life – they’re how businesses like yours and ours attract new customers after all – but as a consumer, it can all get a little overwhelming. Given the preponderance of adverts, promoted posts, sponsored content and other marketing messages, all of which pass in the blink of an eye as we’re swiping and scrolling our way around the web, the vast majority will scarcely register. There are only two types of advertisements that are likely to leave an impression: PPC, where there’s a chance we’ll view a sponsored ad at the top of Google, and remarketing, because we already know and trust that brand on some level.
At Objective 1, we specialise in helping our clients remarket to their existing customer base as well as to site visitors who’ve yet to make a purchase. Remarketing on Google’s Display Network is one effective way of retargeting these individuals, but we’ve also enjoyed great success on Facebook, whose remarketing suite of tools is extremely useful. Once we’ve installed a Facebook pixel on your site and let it run for a few weeks, we’ll have a powerful trove of data regarding your site visitors including those who made a purchase, those who abandoned their cart and those who had a quick look round before navigating away. All of this data allows us to do some extremely clever things within Facebook, including advertising products to visitors who’ve already shown an interest in them.
We can also import your existing email list into Facebook and you can use this database to launch a remarketing campaign that will reawaken former customers and keep your brand fresh in their mind. Anything we can do on Facebook we can also do for you across the web using Google’s Display Network to serve up targeted ads to your customers and prospects on the sites they browse. Remarketing has the potential to save you significant money because your ads will only be shown to interested parties. To quote that overused John Wanamaker bon mot: “Half the money I spend on advertising is wasted; the trouble is I don't know which half.” With remarketing, nothing is wasted, because every ad is targeted and every click is from a visitor who already knows what you’re all about. Now doesn’t that sound beautiful?