Remarketing is a way to connect with people who previously interacted with your website or mobile app. It allows you to strategically position your ads in front of these audiences as they browse Google or its partner websites, thus helping you increase your brand awareness or remind those audiences to make a purchase.

In simple words,  remarketing is all about trying to capture a potential customer a second, third or fourth time. It involves cookies that are installed onto a website visitor’s browser and follows them around different websites and finds the specific products that they are looking at. That information is then used to advertise targeted content to promote a product that they have shown an interest in.

Let’s take an example: You are looking for a new pair of running shoes and you go onto the justclick.pk website and there is a pair of shoes that you click on to get more information and to see the different images of. Maybe you put them into your online shopping basket but you don’t actually make a purchase, perhaps because you don’t have your payment card handy or you’re not quite sure whether you definitely want them.

An hour later you go onto another website to find out some sports news and an ad pops up for those exact running shoes that you were looking at. A coincidence? No, that is the power of cookies and remarketing. As a business, having this information will help you to get more sales because you remind potential customers about that product that they were deliberating over. Or your business stays in their mind when they decide a few weeks later that they did actually want those running shoes, so they come back to your website.

So in a nutshell, that is how remarketing works and it is also sometimes referred to as retargeting given the nature of how it works i.e. targeting potential customers at a later date.

Research shows that 2 to 5 % of visitors on e-commerce sites will make a purchase the first time they visit the site or web store. Remarketing is a great way to bring back the other 95–98% of visitors.

Remarketing (or retargeting, as it’s also called) is done by tracking visitors’ initial visit to your store and then advertising your brand or products to them again later on, with strategically placed advertisements on other websites, as they continue to browse the Internet.

Maybe you’ve heard of AdRoll or Google Remarketing services. There are several great platforms and Traffic Digital has a great handle on each of them. Whether you choose to call it remarketing or retargeting, this is a strategy that gets visitors to remember your site, raises your profile and increases awareness of your brand. Bring visitors back to your online store with an effective remarketing campaign and they’ll be more likely to make a purchase.