Traditional models of advertising may still have their place, but businesses no longer need to rely on a chance encounter to promote their products to customers. This is thanks to remarketing.
Remarketing is the digital practice of targeting your advertising towards people that have already visited your site but didn’t purchase anything. Targeting internet users in this way, guarantees that they are at least interested in the product your company offers. The great trick of remarketing is reminding users of their interest, because it greatly increases the chances of converting this interest into a purchase.
Put simply, remarketing is awesome.
If you combine the principles of remarketing with a PPC campaign, it gets even better.
PPC is a form of internet marketing. PPC advertising uses keywords that people type into search engines, such as Google or YouTube. If a business claims a word with PPC advertising, every time someone searches that word, their ad will show up on top of the list. In return for this, the business pays a small fee each time the advertisement is clicked – i.e. they pay-per-click (PPC).
Hopefully, you’ll be beginning to see how the principles of remarketing with a PPC model can take a business’s advertising to another level. But here’s a step-by-step to walk you through the basics:
Someone searches for something, they choose to visit your site, they leave without purchasing, they search again a day later, your site is at the top of the pile, they re-visit, they buy, your business gets a new customer, hooray – it’s as simple as that.
‘It can’t be that simple’, ‘you’ll spend more on PPC than you make back’, ‘you can’t guarantee a conversion’: these are all excuses from businesses that haven’t tried PPC remarketing, or from those who haven’t done it properly. Terrier has conducted multiple remarketing PPC campaigns, all of which, have been successful. (For our tips on cracking PPC campaigning, check out our blog here.)
PPC remarketing is so effective because you aren’t having to prove that your business is good. If someone has already visited your site, you can guarantee that they’re interested in what you have to offer. Therefore, they are more already more likely to become your customer than somebody else’s. PPC remarketing just gives them an encouragement to become a customer.
In the huge digital market of today, you need tactics like this to keep your business at the forefront of the customer’s mind.