Re-marketing lets you show online ads to people who have visited your website or used your mobile app before.
For example, you go online to look for a product—a pair of shoes, a new dishwasher, a car. The site you’re on (whether it’s Google or another search engine) puts a little line of code called a cookie on your computer, smartphone or tablet. When you visit another site, there are blank ad spaces just waiting to pick up that little line of code and show you an ad for the very same product you were searching for.
I first noticed this when Rhonda and I were doing a bit of car shopping in December. Our online search was quickly followed up with…you guessed it…ads for the exact same car we had researched online.
Re-marketing can be one of the most cost-effective tools in the online sales arena, and for some products, it can also be remarkably effective at converting shoppers to buyers. Re-marketing may work because it can create multiple impressions. We’ve long known that the more impressions we have of a product, the more likely we are to recognize and buy that product.
If used too frequently or too long however, re-marketing may alienate some customers as it can be seen as an aggressive and pushy sales tactic.
If you’re looking for a short-term bump in sales for a seasonal product or a limited time offer, then re-marketing could be ideal. Try starting a campaign on a regional basis or for a single product to see if re-marketing is ideal for your product or service.