Remarketing: A Rookies Guide to Remarketing Display Ads

Sooo what is Remarketing?

Do you remember that time when you gussied up 95 percent of the courage to buy yourself a nice, sophisticated—and well—astronomically expensive Rolex watch? You went online, found THE ONE, put it in your checkout cart, and then you had a moment of guilt (or clarity). You choked on the price tag and abandoned the webpage convincing you that now is not the right time—if ever.

The next day you open up your Facebook feed to not only find a Rolex ad being targeted your way, but it’s of the exact watch you were so close to buying. You see the Rolex ad over and over again on multiple sites as a constant reminder of your failure to purchase. Until that inevitably fateful day you’re ready to purchase your watch. And what’s there waiting for you to bring you back into the purchasing funnel? That’s right, your Rolex display ad. That, my friends, is remarketing at it’s finest.

How does remarketing Work?

In short, remarketing is the systematic approach of hyper-targeting a precise product or service to a consumer via display ads. The underlying principle that makes remarketing so efficient and effective is that you’re working with a qualified pool of leads. Think about it, how many times have you been shopping online and trolled a specific good. You go to the product page, read the reviews, zoom in on the product to inspect every detail like you’re a member of the e-commerce CSI, but you bail—and leave the page. You weren’t ready to buy and that’s okay. Remarketing’s purpose is to bring you back to the exact product you want/need when you’re ready to buy.

Here’s how remarketing works: When you visit a website, you get cookied or pixeled, which essentially records your activity while on the site. You become a lead. And as any marketer can tell you, the more information you have on your lead, the more likely you’ll be able to get your lead convert. While shopping, every page you visit, button you click, duration you spend eyeballing your product and all the different types of products you mull over all become part of your binary profile. The retailer now bids to serve up a display ad within the networks and sites you heavily visit. Nine times out of ten, that ad is run on Facebook or within Google’s AdWords network. Once the ad is being served, frequency is key. Successful remarketing will never quit on you. You see the ad until action is taken: clicking on the ad or buying the product. Of course, leads can go cold so there is an elapsed time period when a marketer will pull the plug. The very best remarketing advertising is built dynamically to serve up a photo of the exact product you considered buying, on-point, pithy copy and a strong call-to-action to bring you back into the purchasing funnel.

Remarketing is a very effective form of advertising. Other than programmatic display advertising (<< read my how-to guide), remarketing allows you to market to a very qualified pool of potential customers. Remember, the people who see your ad have visited your site and almost purchased your product. That’s a pretty high-level lead.

Now that you know what remarketing is and how it works, study it as it’s being done to you. You can learn a ton from seeing it in its natural habit—that is, when brands are remarketing to you. The name of the game in remarketing is priming the lead by capturing and categorizing as much user data as you can to shape and target the ad.

Holden + Ellis is a Columbus marketing firm that uses remarketing to grow your business

It’s true; we build and deploy remarketing campaigns to never let a potential sale of your product slip through the metaphorical cracks. Whether you’re a online retailer selling high-end leather goods, a company pushing an innovative organizational app or Rolex reminding me to take the plunge, Holden + Ellis can optimize your checkout process. Let us show you what we can do. Contact CVO Josh Fitzwater to get the ball rolling.