When deciding how to allocate your advertising budget, it's crucial to make sure your ads land in front of the right audience. You want to specifically target the people most likely to convert interest into sales. But how do you do that? How do you make sure the people you're advertising to will be receptive to your pitch?

Easy. Remarketing is a form of online advertising that is specifically designed to target customers that have already displayed an interest in what you do and convince them to take the plunge. 

Rather than trying to appeal to people who may or may not have heard of your business, or might not have any interest in your product or service, remarketing campaigns put ads directly in front of potential customers who have previously visited your site. The idea being, if someone has already taken the effort to search out your site, or has already had their interest piqued by another advertisement, social media post, or piece of content, you know they're receptive to your message. It could b they just might need a little reminder to swing back around to your site again.

The effect is similar to a customer boomerrang. When a potential customer visits your site, but bounces off without purchasing anything, remarketing ads recapture their attention and reinforce that top-of-mind awareness of your brand. It reminds them of your brand, reinforces the notion that you are a leader in your field, and directs them back to your site for a successful conversion.

How remarketing works is based on something commonly referred to as "cookies.” When a customer visits your site, a small piece of code can be anonymously attached to that user's browser. That piece of code then allows ad servers to specifically identify those users and display your remarketing ads to them, and only them, directly!

The ability to focus on so called "window shoppers” makes remarketing campaigns a highly efficient method of online advertising, but it can be tweaked to be even more effective. By setting the parameters of your campaign, you can reach customers where and when they will be the most receptive to your message. You can tailor your ad to be displayed when certain terms are searched, when certain websites are visited, during specific times, displayed before relevant videos, or when using certain apps. 

Your remarketing effort can even be tailored to target specific behaviors. Instead of being blasted to every users who has recently visited your site, you can narrow down your targets to customers who browsed a particular item or page, or placed an item in their cart but abandoned the purchase. This allows you to focus your pitch like a laser beam, offering exclusive promotions or offers to those customers that are already so close to saying yes. With a proper strategy, a targeted remarketing campaign can be one of the most effective online marketing techniques available and a sure fire way to turn bounced customers into sales.

Advertising dollars are limited, make sure you're spending yours where they'll do the most good. Contact Lifeline Design today to find out how remarketing can work for you.