You may not be familiar with the term remarketing, but you have probably been exposed to it. If you have shopped at a major online retailer, and later found yourself the object of ads displaying products similar to those you researched or bought, you have experienced remarketing. 
There are a variety of remarketing benefits for your organization including completing an unfinished sale, raising brand awareness and improving return on investment. If you would like to learn how remarketing can serve your organization consider the following:
- Completing sales: Most visitors to an online store are unlikely to purchase from the first store they visit. Almost 73.6 percent of shoppers leave their shopping carts to shop comparatively, but most consumers will make a purchase within a few hours of initializing a search. This time frame allows online retailers to re-engage with motivated shoppers through remarketing. Once a customer has left your online store, your ad on Google can help convince them that your store is still the optimal place to make a conversion. For those shoppers who do wait an extended period, these remarketing ads can inspire them to visit your store again with a single click.
- Raise brand awareness: Even if a shopper has made a purchase, the use of remarketing ads can impact their consciousness. The ability to influence shoppers and keep in mind the importance of your organization can be critical to clinching a sale the next time they are in the market for that or a similar product.
- Scalability: If you are eager to connect with past shoppers, you can invest heavily in remarketing ads by using Google’s auction application. The more sites you buy ad space on, the more likely your shopper will re-encounter an image of the product they were interested in. If you are less willing to invest heavily in remarketing, you can bid on the few sites which you think your shoppers are most likely to visit.
- Combine with AdWords: Most likely, your shoppers will utilize Google to find other retailers or more information about products. If you utilize remarketing with Google AdWords, you can tailor your remarketing strategy to the keywords you believe are most critical to your conversion strategy.
- Strategize: You may not believe showing the exact same product that the shopper viewed is likely to yield a sale, so you can employ a variety of strategies like displaying products related to what they viewed. You may also employ broad or narrow remarketing lists; a broad list may target all visitors, or a narrower list would only display ads for those who abandoned their shopping cart.
For many retailers, there are a lot of remarketing benefits to consider with this powerful technique. You can tailor this strategy to your company’s particular needs and adapt it as it proves more successful.
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