Remarketing is something consumers encounter every day in the digital landscape. Put simply, remarketing is a tool that uses a web user’s past online actions to determine which ads to show to that user next. The benefits of remarketing for businesses largely involve placing ads in front of consumers that are more likely to be interested in that particular product or service—and thus more likely to make a purchase. Here, we’ll look at some of the specific types of remarketing audiences for businesses.
A quick refresher
Remarketing is the practice of targeting online ads to users who have already completed a specific action, like visiting a website. These users will then see these remarketed ads at other points throughout their daily web browsing.
Let’s consider an example. You go to a website to browse for camping gear. Later, you’re scrolling Facebook, and you see sponsored ads for that camping gear brand pop up in your news feed. This is a result of remarketing.
Some may argue that remarketing is invasive, but think of it this way. People are going to come across ads regardless, and they’d rather see ones that are relevant to them than those that are not. Some may even welcome these types of ads as reminders of a product or brand that a user was previously interested in, but had forgotten.
Types of remarketing audiences for businesses
Understanding remarketing from the consumer perspective is one thing. However, if you’re thinking about using remarketing in your ad strategy, there are a few general categories to consider. This includes remarketing for the following audiences:
People who have already visited your website
Perhaps the most common form of remarketing is queuing up ads for web users who have visited your website previously. You can set these ads up to appear in a variety of places, like social media platforms, for example—many of which have their own internal mechanisms for doing so. The Google Display Network is another widely-used solution that encompasses a multitude of spaces across the internet on which ads can be displayed to relevant users at relevant times.
Web users who have not yet visited your website
Remarketing can also apply to audiences who have not visited your website, but who have searched terms and products similar to yours across the internet. These allow you to capture an audience that may not have had exposure to your brand otherwise.
In addition to places like other websites, remarketing ads can also be placed on search engine results. Again, these ads can be targeted toward people who have not been to your website, but who have searched keywords relevant to your content.
Members of your email list
Have a growing list of email followers? Does it include people who actually open your emails? This can be another audience among our types of remarketing audiences. Remarketing tools exist to allow you to create ads for people who have already opened your emails as they move elsewhere throughout the internet. If they opened your content before, then they are likely at least somewhat interested in your product or service.
Online video viewers
If you have YouTube channel and regularly post content on behalf of your brand, your video viewers comprise another type of remarketing audience. After viewing your video content, you can set up retargeting ads to show up elsewhere on their internet travels.
Remarketing is a viable strategy for narrowing your focus on a set of internet users that is more likely to be interested in your product or service than not. Consider these types of remarketing audiences for businesses when deciding whether to move forward with this approach.
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