Has it ever happened to you that after searching for offers of flights, hotels, tickets for a concert on the Internet you have advertisements related to your search days and even weeks later? There is no spy behind your movements (although we cannot confirm it), but a digital advertising resource called remarketing.
At this point you already know what it's all about, don't you? It is used to "recapture" a consumer who we know has an interest in our company but for some reason abandoned the process of registration, subscription or purchase.
Unlike its sister (retargeting), remarketing is suitable only in Google, Facebook or Instagram ads. It makes use of cookies (i.e. the temporary navigation data stored in your browser and on the page). If a potential consumer leaves your website, all their movements are recorded. Thus, when they return, the website will show them ads related to the products or services in their last visit.
It's incredible how media have a huge impact on our consumer habits. Both millennials and Z generation openly admit that social media ads pointed them to buy a product or service. Well, if 53% of businesses use Facebook or Instagram to promote themselves and at least 40% of users actively interact with the brands they like, it means that the positive numbers in sales come largely from there.
Remarketing campaigns allow you to retake a possible conversion. Although the CTR is not precisely encouraging (maximum 2 or 3 clicks per day), it is a light resource for your budget.
If your potential customer already knows your site and your product, you don't have to seduce him from scratch, but remind him that he has a pending matter with you. Of course, in remarketing you can't be so direct. Ideally, you should send a minimally invasive message, with a copy or catchy graphic that invites the user to continue their purchase. In that sense, remarketing is a fantastic way to build your brand.
For remarketing to be effective, you need to know your audience and segment it appropriately according to their stage at the funnel. You can't show the same ad to everyone, as each type of audience reacts to different stimuli. So, your job in this retraining campaign is to create actions that are perfectly adapted to the target. How to do it? Tracking navigation data, evaluating interactions, searching your lists, among others. It is always advisable to have someone trained in this sorcery to have successful results.
Regardless of the objective of your campaigns as an advertiser (generate sales, increase the number of registrations, promote your brand...) or the format of your ads, remarketing can be an interesting strategic tool to generate ROI.
What other effect do you think remarketing has on your business? Tell us how it was after reading this article!
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