SEO Glossary: Remarketing

What is remarketing?

It should be known that online store visitors do not buy something the first time. Nevertheless, they may have become interested in a product or service. And this is exactly where remarketing comes into play.

 

If store visitors and interested parties have not purchased anything, they will be addressed again at a later point in time thanks to remarketing, in which corresponding advertising will be displayed. The aim is therefore to draw their attention to the product once again and at the same time encourage them to make a purchase.

 

These advertisements are displayed on third-party websites. This significantly increases the chance that a visitor will buy something later on.

 

 

How does remarketing work?

 

The following is a more detailed description of the remarketing process:

 

• An online store visitor and prospective customer takes a closer look at a particular product. As a rule, this is all they do and they leave the online store again without buying anything.

 

• Later on, he surfs the Internet and visits other websites. Now, targeted ads are displayed with the product he has previously looked at in the online store. This increases his attention immensely.

 

• Curious, the user clicks on the ad and returns to the product. This increases the probability many times over that he will buy the product after all. A sale is created.

 

Tip: By the way, the same works with existing customers who have already bought a product in an online store. Here, for example, it is possible to display similar or complementary products during remarketing.

 

How can online store operators perform remarketing?

Without having to go to great technical lengths, online store operators can use well-known providers such as the REMARKETING TOOL FROM GOOGLE-ADWORDS remarketing tool. Bing also offers such a tool.

 

For this purpose, a corresponding tag is simply integrated into the source code of all store pages. Cookies then track user behavior so that the ads are displayed accordingly on the network.

 

In the settings of the remarketing tool, it is now possible to make individual fine adjustments. Here, for example, certain interest groups can be selected to receive a corresponding ad.

 

When does remarketing make sense?

Whether and when remarketing makes sense should be determined in advance. Which target group should be included, what should the remarketing list look like?

 

The following are known possibilities:

 

• Include all visitors: This method is particularly suitable for stores with low traffic. It is easy to set up without having to define target groups beforehand.

 

• Target products or product groups: Create target groups that relate to specific products or areas, such as categories. For example, visitors will only see a specific online store category in the remarketing network.

 

• Purchase cycle and behavior: It is not uncommon for visitors to abandon their purchase during the checkout process. Here, too, there are corresponding options. For example, it is possible to target the user and display an advertising message. Thus, he returns to the ordering process and possibly completes the purchase.