An Intro To Remarketing
Have you ever been browsing the internet, shopping for a product or service?
Let’s say you are searching online and browsing websites for a specific car you want to buy or a hotel for a vacation you’re planning on taking. You may be price checking or seeing what’s out there for a future purchase.
Then, you go back to your regularly scheduled life activities and forget about it. Next time you are on the internet you start to notice ads popping up all over for the car brand or the hotel for which you were searching.
How Does This Happen?
This happens because of a widely used marketing tactic called “retargeting” or “remarketing”. Essentially, this technique allows brands to market to users who have already visited their websites.
How? Brands use pieces of code on their website to “tag” visitors. These codes are generated from digital advertising accounts and configured in a certain way on the brand’s website. Google calls it Tag Manager, Facebook calls it the Facebook Pixel, & LinkedIn, the LinkedIn Insight Tag. No matter the name, these codes serve relatively the same function: to track website visitors’ browsing habits, to develop audience segments based on the traits of visitors, and to track conversions.
How Deep Does It All Go?
Some sites go even further than just tagging all of their site visitors. For example, going back to the car brands, let’s say Janet has been searching for a Honda.
Not only was she searching for a Honda vehicle, but she was browsing the SUV section of the site. With these codes in place, brands like Honda are able to “re”-target consumers like Janet and serve her ads promoting their SUVs based on her website activities after she leaves the site.
Savvy marketers also have special pixels or cookies on key pages to track certain user actions. These are called conversion or purchase events.
For example, say you filled out a form or made a purchase on a website, what usually comes next? A thank you page right?
This is the location a performance marketer would place a purchase pixel, on top of their main Google, Facebook or LinkedIn site pixel. They do this to be able to track purchases, and conversions to see the results or ROI of their digital marketing efforts. Marketers know what ad was clicked to generate that conversion and can optimize campaigns to ensure that budget is being well-spent on activities and ads that generate tangible results not just impressions and clicks.
How Can My Business Use This Technology?
Sidi.io leverages this technology in the majority of our campaigns. We believe it is imperative to use this feature and to gain all the benefits from it. The positive is that people get a better experience seeing ads for products and services they sought out rather than being randomly targeted. This method saves our clients a significant budget since it is super-efficient.
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