Remarketing is a fairly new form of paid advertising, which started in 2010 when the practice was known as retargeting. In simple terms, it allows digital marketing specialists to put a cookie in the browser of visitors to a website and then send adverts for a brand or product to the same user when they go back into their browser and visit other sites.
For example, if you are thinking of buying a house in a specific area, you would start by doing some research and checking what’s currently on the market. If you visit an estate agent’s website and browse through their stock of houses for sale, but don’t book a viewing immediately, if the estate agent runs remarketing ads, they will be able to invite you to do so at a later date through banners on other sites you visit. This way, even if you get interrupted half way through your search, remarketing makes it easy to continue your search a few days later.
At its core, remarketing allows you to cleverly direct your visitors back to your website, and encourage them to take action. This could be by directing them to a contact page, a sales page or a page with further information about the services or products they are interested in.
Pay per click remarketing is one of the most powerful tools available today because it allows digital marketers to take advantage of all of your site traffic. As the site visitor has already shown an interest in your business, you’re half way there. It provides you, the site owner, with cheaper repeat visits and conversions.