The spooky side of digital marketing

It can often feel like you’re being watched online, for instance when ads pop up on your Facebook feed to display content you searched for on Google. Or an email arrives in your inbox, offering a discount on an item you looked at, but didn’t buy, online.

Is there something spooky going on, or is someone watching your every move online? The answer is not technically the latter, but it is close to the truth. This is called remarketing, and many businesses utilise this technique.

What is Google remarketing?

Google remarketing happens when an ad is shown to an online user, who has previously performed an action – such as viewing content – on another website that accepts ads from the Google Display Network. This is done through Google Ads (formerly AdWords).

For example, on Saturday a shopper searches online for a new dress on the ASOS website. She doesn’t purchase anything. On Tuesday, she opens up her Hotmail account and a display ad promoting the latest dresses on the ASOS website appears.

How does it work?

This system works using cookies. These are placed on a visitor’s device when they meet a certain criterion. As a result, their ID is placed on a business’s remarketing list on Google Ads.

The business will create an ad, similar to setting up any other PPC campaign on Google Ads. This will be displayed to this remarketing list.

Is remarketing right for my business?

Remarketing has proven to be effective in terms of increasing conversions. This is because the potential customer has already shown an interest in what is being offered, and is therefore more receptive to the ad.

However, some view remarketing as ‘creepy’. Imagine a real-life situation in which you follow a customer out of a shop and into another to tell them about your new services or products. However, it does have a high success rate. It can capture people who abandoned a purchase with the intention to come back.

You need to have a minimum of 100 people on your remarketing list to be eligible. If you’re a small or start-up business with only few website visits, a standard PPC campaign is probably a better route.

Want to know more?

Get in touch with RED to find out how we can help with your digital advertising campaigns.

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