Recapture consumer interest with targeted, data-driven advertising.

Have you ever put a pair of shoes in your virtual Zappos shopping cart, only to leave the website without purchasing them? Maybe you got distracted, or checked your bank account, or realized the shoes you were wearing at the time weren’t in bad condition. The next day, you’re back online and there they are: the shoes you didn’t buy, plastered across every digital banner, along with an email from Zappos in your inbox asking whether you’ve forgotten something.

Eerily well-timed ads like these are no internet coincidence. They’re part of the remarketing process — a clever way for marketers to reach visitors to their brand’s website who may not have made an immediate purchase or inquiry. Remarketing specifically focuses in on consumers who have recently visited the company’s website, and thus displayed at least a cursory interest in their services or product offerings. This allows brands to strategically position targeted ads in front of these engaged consumers, ensuring their product remains top-of-mind.

How Remarketing Works

According to Google, “remarketing lets you show ads to people who’ve visited your website or used your mobile app. When people leave your website without buying anything, for example, remarketing helps you reconnect with them by showing relevant ads across their different devices.”

Remarketing works by leaving 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 your brand’s remarketing list. You can compile multiple lists with a range of different criteria; for example, you may wish to target visitors that viewed a particular page or section on your website but didn’t make a purchase or complete an inquiry form.

As Adhesion explains it, “there are a number of advertising controls including the period of time that a cookie ID stays on your remarketing list, impression caps on how many ads per day are shown to an individual, and the ability to block ads on certain websites.” In other words, your remarketing strategy may vary based on the goals you aim to fulfill, and your list can be tailored to your company’s specific parameters.

How Remarketing Can Grow Content Audiences

Executed in the right way, remarketing can be a powerful tool to improve sales conversions and to raise your brand profile. And because remarketing is part of Google AdWords, brands can track remarketing outcomes through normal conversion tracking.There are numerous remarketing services available, and, depending on your specific needs, platforms like AdRoll and Perfect Audience can simplify the process and begin growing your sales. If you already advertise on Google, you can simply add a remarketing tab to the specific pages of your website that you wish to promote, and use your Google AdWords account to begin a campaign based on consumer search category.

When people think about content marketing, they often consider organic channels alone. But one-and-done visitors — no matter how many you may have — represent a relatively small and unsuccessful return on your brand’s marketing investment. Content marketers want consumers to come back repeatedly over time, engage with content, and develop brand loyalty.

It comes down to a simple concept: remarketing is an effective way to reel in people who have previously visited your site, with the goal of getting them to view more content, engage with your brand on social media, sign up for relevant email alerts — and ultimately, make a purchase.

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 Grace Stearns

A graduate of Pepperdine University, Grace has worked in PR and brand communications at publishing giants like Condé Nast, Hearst Magazines Digital Media, and Simon & Schuster. She writes about content marketing, social media, and technology for L&T's blog. A reluctant West Coast transplant, Grace lives in Brooklyn and spends a majority of her free time curled up with a good book.

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