Why is remarketing important for your business?
Remarketing, also known as retargeting, is used to target people who have previously shown interest in your business or visited your website but left without taking a particular action on your website. An action or conversion from these users can either be making a purchase, asking for more information, completing a registration form or taking some other desired action. Remarketing allows you to place targeted ads before a desired audience while they are browsing somewhere else on the internet (especially useful across the Google Display Network).
Placing ads in front of prospective customers has been one of the easiest ways to introduce your product to the world. However, it is important to know that not every customer who sees your ad or comes in contact with some element of your marketing campaign will buy your product. In fact, the majority of people who reach your website for the first time probably won’t buy your product.
Remarketing can be a cheap way to convert additional customers
In general the cost-per-click for remarketing ads can be much lower when you are remarketing. That is one reason remarketing is highly recommended. Maybe you are paying around $2.00 a click to get that customer on your site the first time around, but the 2nd time around, you can grab them for a mere $0.50. If you could pay 1/4th of what you did originally to get them on your site and they convert the 2nd time around, would you? Of course you would. Remarketing can be a great cheap way to convert additional customers.
Consistently showing your branding is everything
You should be constantly showing your brand on the internet so people know who you are. However, you don’t want to overwhelm users either. With remarketing, it is important to set frequency caps so that you limited the amount of exposure for your ads to the same users. For example, you can set up frequency cap so that the same person will not see your remarketing banner more that 2 or 3 times per clicks. This is a great strategy to keep your brand top of mind, without annoying these users.