{"id":4059,"date":"2020-08-05T18:46:59","date_gmt":"2020-08-05T18:46:59","guid":{"rendered":"https:\/\/www.startleadgen.com\/?p=4059"},"modified":"2023-01-17T15:04:55","modified_gmt":"2023-01-17T15:04:55","slug":"how-does-remarketing-work","status":"publish","type":"post","link":"https:\/\/www.startleadgen.com\/how-does-remarketing-work\/","title":{"rendered":"How Does Remarketing Work? (The Basics and Benefits)"},"content":{"rendered":"

The road to getting a customer to pick up the phone and dial your number is long and winding. Think about your own experience and the multiple times you\u2019ve encountered a company\u2019s advertisements in front of you before making a purchase.<\/span><\/p>\n

As the average user travels through the buying funnel, they perform several search sessions to research a service or product. When they find your business, they might get pulled away from completing your contact form or abandon their cart, and the memory of their interaction with your website fades away.<\/span><\/p>\n

What if you could lead them back? That\u2019s where remarketing comes into play.<\/span><\/p>\n

Read on to learn more about what remarketing is all about, and why it\u2019s worth utilizing for your lead generation business. <\/span><\/p>\n

<\/p>\n

What is Remarketing?<\/span><\/h2>\n

Remarketing is a form of online advertising that uses a small piece of web code that gets picked up and carried by the browser (many know it as a \u201ccookie\u201d).<\/span><\/p>\n

Remarketing behaves like you\u2019d expect when you see the \u201cre-\u201d in front of it \u2014 marketing from an organization that reappears, recycles, or returns to a user. And it\u2019s not some odd coincidence. When you\u2019re utilizing remarketing, you\u2019re hoping these repeat impressions happen <\/span>intentionally.<\/span><\/i><\/p>\n

Sure, a billboard can act as a form of remarketing. <\/span><\/p>\n

You\u2019ll drive past the same billboard 10 or 20 times a month on a commute. But that billboard isn\u2019t changing delivery channels and popping up elsewhere, and it certainly isn\u2019t showing only to potential customers who would find it relevant to them. The advertiser has to hope the repeat sightings turn into some action on the viewer\u2019s part.<\/span><\/p>\n

As an example of remarketing, let\u2019s say that you\u2019re a contracting company that remodels doors and windows. <\/span><\/p>\n

Your target audience is older, wealthier families wondering how to refresh the condition of their homes. Your potential customers have to choose whether or not to invest. Remarketing serves the occasional reminder to these past visitors to check out new window deals, especially as the home improvement season ramps up in the warmer months.<\/span><\/p>\n

How Does Remarketing Work?<\/span><\/h2>\n

For remarketing efforts to start, a website owner needs to add a small piece of code that links to the user\u2019s browser. It\u2019s the browser cookie that confirms you\u2019ve been a visitor to a particular site, and it\u2019s so innocuous, that a large handful of users don\u2019t know they\u2019re probably carrying around dozens of them to different parts of the web.<\/span><\/p>\n

If you set up programming in your ad delivery service to check for that cookie, and have a separate ad available for users who possess it, then that remarketing material will usually appear. <\/span><\/p>\n

So instead of a generic, boilerplate ad getting displayed to the user, they receive a little reminder through your ad to check out your particular service, get a great deal from your seasonal promo, or see the item they left behind in their cart. You can include that subtle nudge back towards your website in your messaging.<\/span><\/p>\n

Remarketing can appear in multiple places to meet users as they start and stop their search journey or browse on different devices. Examples include:<\/span><\/p>\n