Different Types of Remarketing and How to Track Its Success
This is a continuation of last month’s blog post, which discusses what remarketing is and how it works. You can find this post here.
Last month, we posted about how remarketing, also known as retargeting, can be an effective online marketing strategy for your business. Remarketing is a series of banner ads that target a potential customer after they visit your company’s website. So, for example, if you visit amazon.com looking for an electric toothbrush, you may see Amazon’s ads reminding you of their current deals on electric toothbrushes on other websites you visit afterward. Typical banner ads show to customers based on factors such as age, sex, and interests. So, if you’re 22 and regularly visit travel websites, you might see a banner ad for upcoming Spring Break airfare deals even if you aren’t planning a Spring Break trip. Remarketing will only target potential customers who have shown interest in your company by visiting your website or showing interest in the specific products or services you sell.
What are the different types of remarketing?
- Site Remarketing displays an ad after a potential customer visits your site.
- Search Remarketing targets potential customers that type specific keywords or phrases into a search engine query. So, if you sell jewelry, you can target people who enter “engagement rings” and “diamond earrings” into a Google search.
- Social Media Remarketing displays remarketing ads on social networks. If you have recently visited Gap.com, you will see ads for the items you viewed on Facebook.
- Email Remarketing shows contextual ads to clients who use email services such as Google based on the content of the emails they have recently sent.
What are some segmentations of remarketing?
Within each of these types, you can further target potential customers and customize who sees your ads.
- General Visitors: Retarget anyone who has visited your website.
- Specific Product Visitors: Retarget only the website visitors who have visited a specific product on your website.
- Abandoned Shopping Cart Visitors: Retarget website visitors who have placed items in their shopping carts but left without making a purchase.
- Previous Customers: Retarget visitors who have previously made a purchase on your website.
How Do You Measure Success?
Different key metrics can help you understand the effectiveness of your remarketing campaign.
- Click-Through Rate (CTR): Number of times that an ad was clicked on divided by the number of times your ad was shown. This can tell how effective your ad is at drawing potential customers to your website.
- Cost Per Click (CPC): The total amount spent on remarketing divided by the number of clicks. Your target cost per click will likely depend on the profit you make from a purchase and the likelihood a visitor to your website is to make a purchase.
- Return on Investment (ROI): Measures the profit that has been generated from running retargeting ads after taking investment costs into account.
Do you think remarketing could work for your small business? We can help! Evolve Impact Group offers personalized advertising solutions for your business to ensure improved market presence and sustainable, long-term impact in the marketplace. Contact us today to learn more!