Remarketing: Ruling the Online Market Place with Secret Methods Known Only to a Few Informed Online Marketers.

Local marketers in the Metropolitan Detroit, MI area are taking advantage of an underused technique.
Perhaps you have observed similar banner advertising everywhere you look on the web and wondered how they could be so targeted to what you are considering? Have you perhaps wondered how some businesses are able to pay so much to promote on their own on a lot of the sites you visit? Well... there's a secret that not many companies (as well as agencies) know about. That secret is remarketing.
Remarketing, also recognized as retargeting, is the method of advertising to your website visitors on other web pages they visit around the web. With remarketing, when somebody lands on your website, you tag them with the cookie delivered by the remarketing advertising network. Then, whenever that person visits an online site that runs ads as part of the remarketing advertising network, your ad appears. Sounds easy, right? It's extremely powerful.

How exactly does Remarketing Work?
When somebody visits your web site, they have actually landed there because of some kind of marketing, intentional or possibly not. They may have visited a search engine ad, they may have located you in the organic SEO listings, they may have visited a banner ad, they may have come from some other website, or from a social media site. Whatever brought them to your website, they have landed there due to the fact that they are considering something you offer. The problem is, your potential customers are generally at different stages of the purchasing cycle. Some are prepared to buy now, some in a month, some in a few months, some not at all. That's where remarketing enters into the picture..
By implementing a remarketing campaign you are able to continually market to your visitors even when they've left your website, but one thing is different. Now, you know you're advertising to those people that have previously visited your website (instead of the general market). And this supplies you with an advantage. Given that you now know these individuals have previously shown curiosity about your offering prior to now and are generally more prone to order from you. With this particular knowledge you can then design remarketing campaigns intended to change those site visitors into leads and purchases.
The best part regarding remarketing is the fact that the cost-per-click for marketing to that particular audience is much lower than standard display campaigns because your ad is appearing online where there is next to none or no competition.

Setting Up Your Remarketing Campaign
The initial step in setting up your remarketing campaign is to have knowledge of the various conversion goals within your web marketing strategy. You might have one conversion objective where consumers become a member of your email marketing database. Maybe you have an additional goal where prospects e-mail you to obtain free consultation. And you could have another where prospective buyers order from you.
When you have determined your conversion objectives, the next step is segmenting your website visitors. Segmentation is critical to the success of the remarketing campaign because segmentation permits you to target your remarketing to precisely what your viewer base is interested in - and the more targeted your messaging, the greater the reply rate. You could offer a number of different services, you might have numerous differing product categories, or you could have specific landing pages for particular campaigns. No matter the reason, you must identify and segment your website viewers.
After having segmented your website visitors, you then need to setup an account using a remarketing advertising network (Google Adwords is admittedly the largest). When you setup your campaigns there's an option to create 'Audiences' - setup another audience for every one of your website visitor segments. The remarketing advertising network will then supply you with a remarketing script that you add to each page of your web site where that segment visits. Be sure that you add the remarketing script for each audience to only those pages that concentrate on that audience.
Once this process is complete, anyone who visits your website (except if they have picked the 'do not track' option in their Internet browser) will be tagged using your remarketing cookie. The greater amount of traffic you receive, the faster your remarketing audience will grow.

An Example of How You Might Launch Your Remarketing Campaign
The combinations of how you can run your remarketing campaign are infinite but here's an illustration of how it could run. Let's say that you happen to be a printing company offering business card printing, flyer printing and poster printing (you would probably offer more than this but I'm keeping it easier for the purpose of the sample).
You would first setup completely different remarketing audience for each service (eg business card printing) and make certain that you've got a different page in your site for every service. You then apply the remarketing script to every page, and probably a different one for the home page (as you don't fully know what they're considering on the home page). You run standard advertising campaigns to every page using Google Adwords, display advertising, Facebook ads, etc. The goal is still to convert viewers the first time they land on your website but in case you convert 10% of visitors (which happens to be high), 90% are leaving your website without taking action on your offer. That is where remarketing takes over.
The answer to ensuring your remarketing campaign's success, at least at the basic level, is to continually test new messaging within your banners to find an angle that's effective, and then to continue updating your creative so that your audience doesn't get bored with your ads (which will affect your click-through-rate and just how often your ads are shown). If you are in the Metropolitan Detroit, MI area and want more information, find us at: https://www.solution7marketing.com


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