Remarketing Ads are Kind of Stalking Your Customers
The focus of internet marketing has shifted a little to remarketing, which involves advertising of your products to visitors that never converted. If a site visitor searches for and then looks at a product but then doesn’t buy that product, he is considered an unconverted visitor.
Remarketing ads are designed to convince unconverted visitors to visit your website again and take some kind of action, whether signing up for a membership or making some kind of donation or making a purchase.
Remarketing or retargeting helps you build a relationship with website visitors that never converted and improve their impressions of your brand. In simple words, retargeting is a marketing tactic employed by ecommerce stores to reconnect with visitors who left their website without taking any action, allowing you to entice them through remarketing ads targeted directly to them. The best thing about remarketing is that it makes advertising even more effective and noticed, helping increase conversion rate and give a flip to your business.
How Do Remarketing Ads Really Work?
When a shopper visits your website and explores different pages but leaves without converting, their browser gets tagged in your advertising list. Remarketing ads start tracking their footprints on the web, continuing to display targeted ads on their browser. Your ads will show up on every site that the particular shopper visits in order to attract them to visit your website again and take action. Essentially, retargeting is meant to target relevant shoppers in order to reinforce their impression about your brand. It’s showing a visitor an ad that he is really interested in.
With a focus on targeting ads and customizing audiences, Google has integrated remarketing into its Adwords Program to streamline advertising efforts, and improve overall marketing results. This gives a business the opportunity to not only reconnect with a potential customer with a clear Call to Action, but also reinforce their relationship with them by taking marketing a step further. The special offer designed specifically for them might entice them to go ahead with your brand and close on a deal.
While traditional marketing is more about getting potential customers to visit your website, remarketing ads take marketing to the next level by reaching out to customers who have already visited your site with an offer to come back!
Disadvantages of Remarketing Ads
However great it sounds, remarketing comes with its fair share of pitfalls. You might end up targeting some of the visitors who accidentally came to your site but were never interested in buying any products or services. Not only this, remarketing might even upset some customers when they start seeing ads being unnecessarily targeted toward them. To some others, it might feel like a breach of their privacy when they see their web footprints being fervently targeted. This is when they start feeling like they are being stalked and their every online move is being tracked!
There is a group named “Stop The Creepy Targeted Ads” in Facebook, which was created in response to the retargeting phenomenon. Now Google has stepped in with its new transparency feature to make consumers understand why they are viewing certain remarketing ads wherever they go in the internet marketplace – a step Google thinks will make online shoppers feel less uncomfortable with retargeting.
On the other hand, there are happy shoppers who are interested to know what’s selling hot and what’s in it for them. They find remarketing as a great advertising tool for online businesses to target visitors like them that are interested.
This smart eCommerce marketing tactic has started delivering strong results for many businesses that use it. For some businesses, remarketing ads have increased conversions by almost 50%. Thus most online retailers see it as an excellent second chance to convert and make a sale .