What is Remarketing?
Customers are always looking for new ways to engage with potential customers and drive traffic to their websites. Some companies spend tens of thousands of pounds each month on either PPC (Pay per Click advertising) or natural SEO (Search engine optimisation) work. This gets potential customers to their website, but what happens when they don’t actually click on a call to action and go to the next level in the user journey? How do you get them back?
Companies focus on getting a customers to their site, but what happens if that particular customer is not quite ready to go to the next level and make a purchase, or request a meeting? or maybe they just want to look around at what’s on the market before making a purchase? How do we re engage with them, and get them returning to make that all important purchase on your website? Well that is where “remarketing” comes in.
Remarketing is the way to reaffirm your companies offering at keys points after a potential customer’s initial visit. If you imagine for example, walking into a shop on the high street and browsing the goods on offer, but then leaving the shop and checking out what else is available on the high street. You might check out 3 or 4 other shops and not find what you are looking for. However, on leaving each shop you notice a bus stop ad campaign promoting the great offers at the first shop. The same thing happens when you come out of each and every shop or even leaving the gym or going to a restaurant – always directing you back to the first shop with key marketing messages to tempt you to buy.
Re marketing works in a similar way online but is more targeted. As a company, Absolute works with Adroll to distribute our remarketing campaigns on your behalf. We place a special HTML code into your website so that when a potential customer enters your website, we know where they go and what they are interested in. This allows us to promote your key messages and tap into what the customer is looking for.
We have just launched a re marketing campaign for Primo Property Management who are a leading boutique student accommodation provider. They have a portfolio of student properties across the UK and had some extra space in two of their bigger properties that they wanted to fill – Bolton and Plymouth. Absolute set up a remarketing campaign with bespoke banner adverts in 5 different sizes for each property location. We then set up the Adroll campaign management system to only activate the Bolton property banner adverts once a potential customer had landed on the Bolton student property landing page. We then did the same for Plymouth. So when possible tenants checked out Primo’s properties in Bolton then left the website to search the web, they would then be served dedicated marketing messages to remind them to check back to Primo’s website and reserve a room at one of their boutique properties in either location.
When you set up a basic campaign you might just want to capture all traffic to your website, but with this particular campaign we wanted to be more targeted, so we used the segmentation tool to just target people who have only been on the specific landing pages for both Plymouth and Bolton. Once the users then searched the web on other websites, they are served the graphic banner adverts reminding them of Primo’s offering on such sites as EBay, The Daily Mail etc.
This is a powerful way to stay engaged with your audience and keeps you at the top of their mind when they are ready to buy. It can dramatically improve ROI when set up and delivered correctly. At the same time as setting up the remarketing campaign for Primo, we have also designed some banners that will go live on the UCAS website at the time of clearing. This will drive a great deal of traffic to the their website for all students who have gained a place in each targeted area. So both campaigns work together to offer great targeted results over a key selling period and with guaranteed success.
If you would like to find out how remarketing could help your business, then contact us on 01204 669 566 or email your enquiry to [email protected]