What is Remarketing?

Remarketing, also known as “retargeting” or “behavioral remarketing” is one of the most effective paid digital strategies. Remarketing is based on lists created by you, informed either by website behavior or an actual list of users that you have provided.These customer lists allow for the delivery of highly-relevant ads which are more likely to convert, usually at a much lower cost than ads to a cold audience. 

Have you ever clicked on a product on a website and then noticed that product following you in the form of ads on other, unrelated websites? That is a perfect example of remarketing! That advertiser was able to track your behavior online, recognize that you were interested in a product but did not purchase, and set up a remarketing campaign to get you to come back and convert. Due to the hyper relevance of these ads, this highly-effective ad strategy typically results in lower costs in delivery, clicks, and conversions. 

Unlike more traditional forms of advertising such as TV or radio, where your message is sent out to the masses in the hopes that it will be relevant to the audience, digital advertising is smart. It remembers those that have seen your ad, and even remembers their behaviors towards your ad. This gives advertisers the power to hyper-target their messaging to the consumer. With this very specific targeting, advertisers often see increased conversions and less wasted spend. 

How Does Remarketing Work? 

The power of remarketing lies in your customer lists. Here at JEMSU, we begin by gaining a deep understanding of your products, buyer’s journey, and buyer behavior. From there, we determine which customer segmentations will be most effective to remarket your products or service. 

With remarketing, we have the power to track user behavior on your app, social media pages or website. This allows us to market directly to people who have exhibited specific behaviors, such as looking at one page but not another. We craft these strategies specifically to help your business decrease cost per acquisition, increase the value of your advertising, and nurture and increase Customer lifetime value. With a seemingly endless array of possibilities for tracking user behavior, the team at JEMSU can ensure your remarketing campaign is well-thought out, catered to your business, and most importantly, effective.

We have a few main sources that we use to target your remarketing campaigns: website visitors, customer lists, app users, platform specific audiences.

How Much Does Remarketing Cost?

Remarketing is almost always the least expensive option for digital advertising. Since audiences tend to be smaller, and “warmer” or more familiar with your brand and products, you won’t be paying for as many impressions and clicks before conversions. This means that your overall cost per conversion, or purchase, decreases with remarketing, making it a more-sustainable, long-term advertising option. We have seen incredible results remarketing for as little as a few dollars a day. This cost benefit holds true on almost every platform. Another benefit is the fact that as the audiences grow and the ads aggregate data and information, the overall ad campaigns tend to increase in effectiveness and profitability over time. The numbers below illustrate a current JEMSU client who has seen incredible results year over year running remarketing on Google.

As you can see by the above table, as the remarketing audiences grew from the original ad campaign in 2019, which doubled profit while the ad stayed relatively similar in 2020.  

Another perk of remarketing is that you don’t necessarily have to run ads on a huge budget for it to be able to work! Facebook has opportunities to remarket to the people already interacting with your page. Many times you can leverage your organic strategy to help build audiences for remarketing. Here are just a few examples of audiences you can gather within most remarketing platforms:

• People who watched a certain percentage of a video you shared.
• People who interacted with a social media post.
• People who like your page.
• People who have visited your website within a specified date range. This audience can be narrowed down even further. For instance, did someone visit your website, add an item to their cart, and leave before purchasing? You can target that person with an ad. 

These are just a few small examples of some of the capabilities of remarketing. As stated above, it is important to discuss all of your opportunities for remarketing strategies to ensure that you have the most effective strategy, providing the biggest return on your ad spend.

Where Can I Run Remarketing Ads?

Almost every digital advertising platform online has capabilities for remarketing. Whether you are running on Google Ads, Facebook Ads, or one of the many other advertising platforms available, you should find access to some kind of remarketing. It is important when running your own campaigns, or choosing an agency like us to aid in your campaign strategy, to discuss your best remarketing options. There are many options and one size does not fit all.

In general, here are the main platforms that you can expect to run Remarketing ads on.

Remarketing In the Age Of Consumer Privacy

You might be thinking that this type of advertising sounds pretty invasive. How could advertisers know this much about me? This is a common concern amongst most consumers, and has been a topic of conversation in the media recently. 

JEMSU follows all rules and regulations when it comes to using consumer information to inform our advertising campaigns. We work to educate our clients on the importance of privacy, and take an active role in consulting on the use of any customer information for advertising campaigns. We never use highly personal information like social security numbers, credit cards, or similar sensitive topics. We also advise our clients that they can only use information about their current customers in campaigns, and not information purchased from any list or lead generation sources.

In addition to JEMSU’s stance on customer privacy, platforms like Google and Facebook have their own rules around consumer data use. Most platforms inquire about where your information has come from, and have users sign disclaimers before uploading any information. Additionally, these platforms only allow certain pieces of information to be uploaded for customer matching, such as name, email, phone number, zip code, etc. They do not allow the upload of any sensitive content like financial or health information.

Advertising platforms also have rules in place around what language can be used in your advertising. Any ad copy or creative that feels too “personal” will be rejected from these platforms. This helps marketers stay creative in their copy, and use more compelling language to encourage a sale. 

Do I need a Remarketing campaign?

Nine times out of ten, our clients have benefited from incorporating a remarketing campaign into their digital advertising plan. Between the various options to run ads from and the targeting capabilities, these campaigns can often be a top performer. Here are a few of our favorite reasons to leverage a remarketing campaign.

Why should you trust JEMSU with your Remarketing campaigns?

The digital advertising department at JEMSU has created and successfully run remarketing campaigns for numerous clients. We work with multiple platforms to ensure each remarketing strategy fits the brand and product we are advertising. Whether you want to show up during an ad break for a popular television network being watched online, in the middle of a viral video being watched on Facebook, on the side of a popular website, or even in an app on a potential-customer’s mobile device, JEMSU can provide the best remarketing solution for you. 

Ready to get started? Get a free proposal today.