Remarketing is an innovative new way to target your online ads to consumers who have pre-qualified themselves by visiting your site, but exited without buying. Every internet marketer is aware of the difficulty in convincing potential customers to buy the first time they land on their site – often you’ll find that you have a great product, great sales copy, and a great price, yet the site visitor will still exit without buying.


That doesn’t mean they weren’t attracted to your product, or aren’t thinking of buying it at a later date; it simply means that they need time to consider before making the purchase. Unfortunately, when they are ready to buy they may end up on a different site to make the purchase – you did all the pre-sell work, somebody else gets the sale. Unfair, right? Luckily, remarketing can solve this problem for you.


How it works


When somebody lands on your site you can deposit a unique cookie in their browser – this is usually used to allow you to track return visitors and remember settings, but can also be used to track activity on other sites under certain conditions. Remarketing allows you to use cookies to track visitors to your site who did not buy, and then serve personalized ads to them using, for instance, Google Adwords’ network of ad providers. Remarketing ads can take the form of a special deal (free shipping, 20% off, etc.), a simple reminder, or anything else you can think of.


To avoid creating consumer resentment – most people don’t understand how cookie tracking works, and many feel it is an invasion of privacy – it is recommended you don’t blatantly state in your ad that you know they are previous visitors to your site. This will probably change as consumers become more educated on the subject of tracking cookies, but it is something to think about at the moment.

Who should use it?


Remarketing has benefits for anybody with a product or service to promote, including affiliates and those with membership sites. Remarketing ensures that ads are served to customers who have already pre-qualified themselves, and is certain to increase the ROI (and customer loyalty) of any marketer who uses it appropriately.


Affiliate marketers will find remarketing helps solve the problem of competing affiliate sites taking your pre-sold sales. Those selling luxury or impulse items will find they get many more conversions when they use remarketing to remind their previous visitors of the opportunity. And everybody with a product will appreciate remarketing’s ability to make their website seem like the authority – once surfers are seeing your brand all over the web (via you remarketing your ads on a network) they will start to trust that your brand is the market leader in its niche.


How easy is it to get started?


Depending on what ad network you use – Google Adwords is the market leader and most user-friendly for beginners – and how personally targeted you want to make your campaigns, setting up remarketing for your site can be a very simple, inexpensive process. Remarketing is extremely customizable, and you can make your ads as highly targeted as you like. For instance, you can differentiate between visitors who simply read your first page and those who actually added items to their shopping cart before exiting.


Remarketing should be a tool in every serious internet marketer’s sales strategy. The benefits are undeniable for both increasing conversions and testing promotions, and it doesn’t cost much more than a regular PPC campaign.