What is retargeting?
As written above, you have most likely experienced looking at a pair of shoes (or something else) on a webshop. You decide not to buy the shoes, and then you're stalked by ads all over the internet showing the exact shoes you were unsure whether you should buy. In the end, you (maybe) decide to buy the shoes because you are constantly reminded of how cool they are.
Are you wondering if it was all a coincidence? Well, we can tell you pretty quickly that it's not. The explanation is simple; it's a retargeting marketing example.
What is the difference between marketing and remarketing?
Remarketing is also called retargeting marketing, but why isn't it just marketing? We've created another example to help you understand the difference.
When you first visited the webshop with the beautiful shoes, you had found the shoes through some form of marketing. This could be through an ad on Facebook, an Ads ad on Google or something else entirely. My point is that you had already been exposed to announcement from the company the first time. Remarketing means that you have been marketed to the company again.
The way this is done is by storing a cookie on your potential customers' computer, tablet or phone. The cookie triggers a remarketing ad in the places where you have made it possible. For example, in Google search results or on Facebook.
What is the purpose of retargeting marketing?
There are many benefits to using remarketing. Firstly, remarketing can remember your customers for you, including what they are interested in, what they have looked at in your webshop / website and what purchases they did not complete.
This happens without it seeming like you're looking over their shoulder as you write in your notepad, as everything happens automatically.
With that information, you can set up retargeting marketing ads that remind them of the purchases they didn't make, expose them to products they've looked at, or any other appropriate message.
Retargeting marketing and Google Ads.
Here at InboundCPH, we deal with Google Ads, among other things. Therefore, it makes sense for us to give you a closer look at how remarketing works in relation to your Ads advertising on Google.
For those who don't know, Google Ads are ads in Google's search results.
This is an obvious place to start retargeting, either for those who have recently visited your webshop/website or those who have searched for topics related to your business.
An example could be:
A person has been looking at ski boots on your webshop, but is interrupted during the purchase. Later that day, the person Googles ski boots on their computer and is greeted by an ad from your website with the exact ski boots they were looking at.
If the person clicks on your ad, the chances of them buying are much higher than if you didn't have your retargeting ad.
