What would you say if I told you there’s a large group of customers who already know about your company, have already expressed some interest in your business’s products/services, and that reaching them would cost you next to nothing? You’d probably ask me if I needed to see a doctor because I’m not making any sense.
I’m not delusional; I’m just talking about remarketing.
Even if you’re unfamiliar with the term remarketing, you have certainly experienced it. Have you ever been to a website looking for something and then later you’ve seen that company’s advertisements elsewhere on the web? That’s remarketing. Remarketing is advertising to people who have already visited your website.
And while your first thought might be “those ads are annoying” or “I find it creepy” the fact of the matter is remarketing is extremely effective.
As I mentioned in the title of this piece, remarketing is very cheap. To give you an idea of how cheap remarketing is, we will look at the CPM (cost per 1000 ad impressions) for one of our clients who operates in the residential moving industry. For over 5 million ad impressions the CPMs are:
That’s a CPM that is approximately 1% of what search impressions cost. That’s a lot of visibility for a fraction of the cost.
We’ve established that remarketing is cheap, but does it also deliver results? Absolutely! When remarketing campaigns are setup well, they can deliver extremely strong returns. Because remarketing ads are targeting people who have already expressed interest in your business and know your brand, they are going to deliver stronger returns when compared to traditional display advertising.
For the same client the cost per conversion for the standard display campaign compared to the remarketing campaigns are:
Yes. Because remarketing is targeting people who have already expressed interest in your business, it is an excellent form of advertising no matter what type of business you are.
Whether you are just starting to dip your toes in the online advertising waters or you’re a seasoned online advertiser with hundreds of campaigns running, a remarketing campaign is a cost effective and important component of a successful online advertising strategy.