New, creative ways to utilize our technologies are constantly emerging. Marketers are increasingly realizing the power of remarketing; this type of ad targeting has been proven to boost ad click-throughs between 300 and 400 percent.
Remarketing, at its most basic level, allows marketers to get in front of viewers who have already shown interest in a product or service. These prior visitors are shown ads for the product or service they initially eyed as they surf elsewhere on the Web.
Many advertisers have been utilizing remarketing technology for a while now, so let's look at some non-traditional approaches for getting every drop out of remarketing.
The point of sending newsletters is to keep your customers in the loop with what's going on at your company and to stimulate business. Depending on the audience, you might be informing them that you have a sale running or that you have new line of merchandise on your website.
However there are some limitations:
- You need the user's e-mail.
- You can't send the same e-mail multiple times because it's considered spamming.
But what if you could target your previous site visitors with your newsletter in banners instead? Enter remarketing. It can be used sort of like a mini-newsletter, providing your visitor with details on company news, product releases, deal of the day promotions -- whatever you choose.
Here's how it works: a customer visits your site then leaves. The next day, week, or month rolls around and your site has a new feature, product or, sale. While the visitor is off in cyberspace you "re-market" to them with your banner ad featuring whatever relevant details you like.
You've just taken your timely newsletter online to your past users without a single e-mail address. Best of all, you can serve them with these banners multiple times a day every day. Make sure to use fresh content within the banners to keep the user interested and engaged.
Audience extension is a powerful way for online publishers to utilize remarketing. The best way to explain what this does to your online marketing strategy is to give an example.
Let's say you're a frequent blogger and have garnered enough viewers to sell ad space. Your skiing blog has thousands of viewers but doesn't quite hit the desired viewership that one of your ski glove advertisers is seeking. What to do?
Rather than leave advertising money on the table, think creatively with remarketing. If the skiing blog has already tagged its visitors with remarketing cookies with the intent to follow up and encourage them to return, in addition to their own remarketing efforts, they can use this ad inventory to connect the ski gloves advertiser with their visitors while on other websites.
Practically speaking, this means that after someone visits the skiing blog and heads to their favorite sports or news website, they will be served an ad from the ski gloves advertiser across several premium publisher sites. This still connects the ski gloves with the blog users without the user having to be on the blog itself. This out-of-the box thinking has increased the saleable advertising inventory for many content sites that run out of ad space on a monthly basis.
Remarketing is extremely effective for many different online marketing campaigns. In its traditional form, remarketing has proven to boost ad response up to 400 percent. Add a little creativity and watch your company's return on its ad spend greatly increase. A win-win situation.
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