Agency Insights: Are You Remarketing to Your PPC Audience?

Remarketing is a process that marketing agencies use to achieve significant results. It’s nothing new persay, but this process is becoming more and more powerful due to the extent of data and tools available. What else should you know about it? In this article, we explore the basics of remarketing and how PPC agencies use it to help their clients get ahead and stand out from the competition.

What Is Remarketing and What Does It Do?

Remarketing is a type of digital marketing that works by collecting user data and building lists which can be used at a later time. Marketers most often deploy ads and newsletters to users who have already shown interest in the brand. This means you’re re-targeting previous visitors or customers and taking a “second chance” on converting users who already know about the product, service, etc. Marketers use different platforms for this type of marketing, such as Facebook Ads and Google Ads, while newsletters are sent out via traditional email marketing tools.

Here’s an example:

Jake visits the “Heavenly Shoes” website to check out a pair of shoes but decides not to purchase them. Later that day, he visits one of his favorite entertainment sites. Heavenly Shoes is running a remarketing campaign with an ad network that works with this website. Jake sees a Heavenly Shoes advert featuring the same pair of shoes he was checking out that morning.

The aim of a remarketing advert is to remind online users of the offer that previously caught their interest and potentially compel them to click the ad and take action.

Why Remarketing Is a Key Factor for PPC Agencies

PPC agencies know from marketing statistics that most consumers like to know as much as possible about an item before making a purchase. This process creates a sense of certainty and reduces the risk of “making a bad decision.” Consumers are also likely to shop around and repeat this process on other/competing websites. First-time visits don’t always result in conversions, as there are many reasons why online users might check out a website but then leave without taking a certain action. Remarketing enables PPC agencies to reconnect with these users.

5 Reasons Why PPC Agencies Focus On Remarketing

When a PPC Agency sets up a campaign on an ad network, the platform provides a piece of code that is then added to the website. Each time a new visitor leaves that website, a cookie is dropped and this new user gets added to a retargeting list. When the user visits another website that works with the ad network above, this user is served an advert for the website that added them to the retargeting list.

It’s important to know that Google is starting to crack down on the use of cookies, and not all platforms allow tracking. However, remarketing agencies have tactics and tools to deploy remarketing campaigns with or without these cookies.

Here are some reasons why remarketing remains so popular:

     1. Making the Most of Lost Traffic

Marketers know that online users are most likely to take action on their first visit to a website. But they also know that remarketing can help them capitalize on lost traffic and make the most of the opportunity they have to reconnect with users.

     2. Reaching Out to a Highly Targeted Audience 

Remarketing focuses on a highly targeted audience. These online users have already expressed interest, which suggests there is more probability of a conversion. It makes sense to invest at least a portion of a marketing budget to these ad campaigns.

     3. Affordability, Budgeting and ROI

Remarketing is affordable and as reported by Forbes, retargeting is known to generate more eCommerce sales from available data. Many platforms provide tools to facilitate this process, and the advertiser only pays for each click, which means they can properly assess the return on investment for each campaign.

     4. Branding, Authority & Presence

PPC agencies know the importance of branding and keeping the brand in the minds of the audience. Remarketing campaigns not only help to remind users of certain products, but they also create a greater sense of brand presence.

     5. Accuracy and Speed of Deployment

Targeting tools, metrics, and tracking enable marketers to maintain a high level of accuracy. This is also a very quick process, as PPC agencies can get a remarketing campaign up and running in a matter of days.

Final Thoughts

Experience is everything in digital marketing, often the difference between productivity and wasted time. It takes years of experience to master the skill of rolling out a successful campaign for something as nuanced as remarketing. Outsourcing this task enables businesses to focus on other important matters, which is why PPC agencies are in high demand. Marketers have the necessary tools to deploy these skills and track campaigns to ensure success.

Did you know that 98% of visitors don’t make a purchase on their first visit to a website? It’s a sobering statistic and one that clearly outlines the importance of getting a remarketing campaign up and running for every business. How should you get started?

Get in touch with a member from our team at Digital Authority Partners.