Many consumers visiting your website leave without ever converting. These are your most valuable prospects — they have shown an interest in your business by visiting your site. Remarketing remembers consumers who visit your website and then displays your creative banner ad on other media sites they visit. This technique creates top-of-mind awareness for your brand and helps bring consumers back to your site.
Search advertisers can use remarketing to create an integrated campaign strategy. For example, after driving traffic to your site with search ads, you can then remarket to those users who reach your site by showing them tailored display ads on sites throughout your network of advertising partners.
Remarketing – A Detroit Tigers Jersey Example
With the recent signing of Prince Fielder and Tigers Exhibition Baseball ready to get underway in Lakeland, Florida I decided that I wanted to purchase a Detroit Tigers jersey. So, I hopped on my computer and entered the search term, “Detroit Tigers Jerseys” into the Google Search box. I then clicked on the following text ad from shop.mlb.com.
After clicking the text ad, I was taken to their website and browsed their selection of jerseys. However, for whatever reason, I ended up leaving the site without buying anything.
Enter the "Magic" of Remarketing
The next day I visited several nationally-recognized sports sites, including sportsillustrated.com, to review sports scores, read the headlines and see what the Big10 standings were after a key Michigan State basketball victory the previous night. While browsing the site, I noticed a display ad seemingly directed right at me – an ad by shop.mlb.com (the site I had previously visited and abandoned) for, yep you guessed it, a Detroit Tigers jersey!
And Here’s How it Worked
Shop.mlb.com ran a “pay-per-click” campaign and searchers (including me) clicked on the text ad as shown above. A tracking cookie was then placed on our computers to make sure we were identified as visitors to their Web site. Then, as we were surfing other sites supported by their network of advertising partners, a creative banner ad was placed in front of us at that moment, for a cent or so, to remarket their site to us and attempt to bring us back through the Buying Funnel, hopefully to the Purchasing Stage.”
Remarketing is extraordinarily powerful. Is it part of your digital marketing strategy?