What is Remarketing?
Remarketing is the tactic of serving targeted ads to people who have already visited or taken action on your website. Remarketing can be used to promote a specific product or offering. In ecommerce, for example, remarketing ads can be used like recover abandoned carts, by displaying the product the user added to the cart but left the site without purchasing.
Remarketing involves targeting customers who have already viewed something on your site or demonstrated interest in your products. It offers a means of re engaging customers who might have been browsing pages on your site, but did not follow through with a conversion.
Benefits of Remarketing
Guide Users Further Down the Funnel
Remarketing not only reminds visitors of their desire to engage with your brand but can facilitate the transition to the next step of the conversion funnel. If a user has left a product page, for instance, the remarketing ad can be presented to them immediately, leading the user back to the product page where they can be incentivized to move to the next stage of the funnel—adding the item to cart.
Increasingly Relevant Ads
Remarketing ads can be personalized to fit the preferences and needs of each user or to specific customer segments. This can be done through the use of dynamic ads, which automatically adapt content and promotions specifically to each user and ensure they are exposed to the most relevant creative.
Dynamic advertising solutions mixed with automated personalization capabilities increases the richness of remarketing campaigns, resulting in deeper user engagement and higher ROI.