Remarketing could dramatically increase the return on your brand’s advertising efforts.

The process of remarketing offers brands the chance to show ads to users that have already visited their website, and can dramatically increase the ROI on a brand’s overall marketing and advertising efforts through simple targeting. This strategy is an easy and cost-effective way for your brand to stay top of mind for consumers who have already expressed some level of interest in your products or services.

But for brands that haven’t yet taken the leap into remarketing, it can be difficult to determine how exactly to get the most mileage out of the service. Here’s what brands need to know before diving in.

What Exactly is Remarketing?

Let’s say you visit, place a gorgeous pair of black leather boots in your “cart,” and leave the site before purchasing them. A few days later, you’re reading a Buzzfeed listicle about Disney princesses when you notice a Nordstrom advertisement in the corner. There, at the center of the ad, are the same gorgeous black boots! “Forget something?” the ad asks slyly.

Could it be that your internet browsing habits are so predictable that Nordstrom and Buzzfeed have somehow pinpointed shoppers who share your particular taste in both footwear and listicles? Not quite. The ad you saw on Buzzfeed was a result of Nordstrom’s remarketing efforts. They bookmarked your visit to their site, noted the items in which you expressed interest, and followed you over to Buzzfeed, where they targeted you with an ad tailored to your preferences.

Using a variety of different services, websites can leave cookies to earmark website visitors when they meet a certain criteria or hit a particular point in the sales funnel. That customer’s cookie ID is then added to a brand’s remarketing list. Brands can compile multiple lists with a range of different criteria; for example, you may wish to target visitors who viewed a particular page or section on your website but didn’t make a purchase or complete an inquiry form. From there, you can create customized ads that will run on that consumer’s web browser.

What Services Are Best?

There are several services your brand can use to implement target remarketing. Marketers can easily set up a remarketing service from within their existing Google AdWords. Just add the remarketing tag to your website, build your ads, and set up a campaign. Google offers a massive display network encompassing more than a million websites, videos, and apps, not to mention the convenience factor for brands already using Google’s advertising services.

AdRoll has been providing various online advertising options to businesses for years, but they are best known for their retargeting plans. Another strong contender is ReTargeter, which offers a wide range of marketing and remarketing solutions, including site retargeting, Facebook Exchange, CRM Retargeting, email retargeting, search retargeting, and short tag. Perfect Audience provides a speedy, streamlined retargeting platform — brands need only execute four easy steps before ads begin to appear on their visitors’ browsers.

Is Remarketing Only For Retailers?

Remarketing can work for every brand — not just retailers. In October 2014, Google released dynamic remarketing across verticals, which allowed non-retail advertisers to utilize what they know about user behavior on their site to create personalized ads that draw people back in.

Remarketing expert Laura Collins recently discussed her successes across industries in Search Engine Journal, outlining instances of client growth in fields as diverse as commercial property and events marketing. Regardless of your company’s focus, with the right ads, remarketing can yield increased site traffic and conversions.

Why Should My Brand Use Remarketing?

Remarketing provides brands with the opportunity to promote brand awareness, grow audiences, and poach from competitors. Over time, brands can test ad copy, creative, landing pages, and data set metrics to chart an impactful course forward.

As Collins puts it: “If you’re a non-retail advertiser with a wide range of products or services, adding a dynamic campaign to your remarketing strategy could have a big positive impact on conversions. With Google’s simple-to-use feed templates and easy setup, what have you got to lose?” It may take some experimenting to build the right campaign, but there is compelling evidence that serving targeting ads based on a consumer’s past behavior significantly increases the chance that they will return to your site and complete a purchase or conversion cycle.

Longneck and Thunderfoot offer content marketing services and strategies to transform your company blog into an authoritative trade publication. Click to learn more about how to produce great content and prove ROI on your marketing efforts.

Author Jamie Ayers

A graduate of Skidmore College, Jamie works at L&T as a content strategist, account manager, and editorial lead across a wide range of industries and fields, specializing in the digital economy, experiential marketing, and campaign-led initiatives. His other interests include electronics, Agatha Christie novels, and being outside.

More posts by Jamie Ayers