You may have noticed that when you’ve browsed around a site and then left it, suddenly their ads seem to pop up on other sites that you visit. It can feel rather spooky, but it’s a very effective (and totally legal!) technique.
It’s called ‘re-marketing and works because people rarely buy on their first or even second visit to a site. It’s a well known rule of marketing that people require several points of contact with a product or service before making a buying decision. It’s common sense that the higher the item price, the longer it takes the average customer to make up their mind and make the purchase. Think about the last time you bought something that cost more than say £20 online – you probably did your research and then thought about it a bit before finally committing.
Re-marketing keeps your product or service in sight whilst your potential customers make up their minds. And it’s very effective – it’s well know to drive conversion ratios from single to double figures when done properly.
How it Works
When someone visits your website their browser is tagged with a small piece of code that identifies them as having visited your site. This can also be refined by you specifying certain pages e.g people that have visited your shopping page or checkout page. It’s good to do this as visiting this type of page is a clear indicator of the intention to buy. Once tagged that person can be identified when they visits another site and if that site allows it, your ad or a follow-up ad can be shown to them.
When a potential customer clicks your ad you will be charged the same as if they had clicked it on a Google search page or if they click the ad on Facebook then the Facebook ad price will apply.
Setting it Up
Unfortunately this can be quite complex, so make sure you research it well before attempting it. It’s easy to waste money if you’re not careful!