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Remarketing 101

Last updated 7 years ago

Do you work for or own a local business that invests in online marketing? I would hope so! But the fact of the matter is that most consumers leave your website without converting (i.e. taking action, like calling you to schedule an appointment) and the average time spent on a website is less than a minute. How can you make sure your potential customers come back to your site and purchase from your company? The answer is remarketing. What exactly is remarketing? Remarketing retargets consumers who have shown an interest in your business. How does this happen? When prospective customers visit your website, a cookie (or piece of code) is dropped onto their Internet browsers. Once consumers leave your site, they see your banner ad as they surf the web. Why is remarketing ideal for your business? With remarketing, you are only targeting those consumers who have already shown interest in your brand:

Now that you understand what remarketing is, let’s go over a few best practices for a remarketing campaign:

Best Practices for Remarketing Campaigns

  1. Keep It Simple – Think about yourself as you surf the web.  Do you wait for rich media banner ads to load?  What catches your attention online?  With all the different types of online advertising, people like simplicity.  Your banner ad should be just that: simple.  Use colors of course, but ignore trying to create fancy features for your banner ad.  Your ad needs a clear message and a call to action like this:

2. Schedule AccordinglyRemarketing falls under the umbrella of branding.  You do not want to overly bombard possible customers with your ad at all times. Perhaps you are about to offer a discount on your products/services for first-time customers.  This would be the perfect time to run a remarketing campaign.  I like how a company named AdRoll describes this best practice: “think of cookies like email.  Imagine if you could get the email address of every person that visited your site. How do you market to your email customer base, and how often?” (Henrikson).  Additionally, you have to consider the typical sales cycle within your industry when determining the timing of your remarking campaign.

3. Practice Makes Perfect – The only way to get better at a remarking campaign is to constantly test your banner ads.  Test your ads with a variety of sizes, including leaderboard (728x90), medium rectangle (300x250), and wide skyscraper (160x600).  Another suggestion would be to use control groups to conclude more realistic conversion rates.

Are you considering a remarketing campaign for your business?  Why or why not?  If your company has run a remarketing campaign before, what other best practices would you include?

About Alan Moore: Alan is an Internet Marketing Consultant with ReachLocal Baltimore.  His mission is to help you increase your revenues and decrease unproductive advertising expenses through proven, online marketing strategies.  He manages over $1.2 million in yearly marketing budgets and has worked with local businesses, agencies and the US government.  Give him a call at (877)655-3438 to schedule a free consultation.

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