Remarketing & Retargeting Services
All ServicesRemarketing, also known as retargeting, is a digital advertising method of re-engaging with users who have already visited your website or app, primarily driven by display ads.
- IN A RUSH? JUMP AHEAD
- How remarketing works
- Pixel vs. List
- The benefits of remarketing
- How can Platform81 help?
Remarketing provides an opportunity to recapture customers or potential leads that clicked away from your site without meeting your desired marketing goal. For example, you can re-target prospective customers with product related ads if they abandoned their cart without completing a sale.
How remarketing works
There are two options for remarketing: pixel-based and list-based.
Pixel-based remarketing places an unobtrusive piece of JavaScript, or cookie, into users’ web browsers in order to track the pages and products that they view.
Upon visiting other sites, the cookie notifies ad networks chosen by the advertiser to serve specific ads to the user based on what they’ve previously viewed. Relevant ads will then run for up to 30 days from the last time a user visited a website.
Pixel vs. List
In comparison to pixel-based remarketing, a list-based remarketing strategy leverages a list of emails from potential or past customers. Once uploaded, the chosen platform identifies people using the same email address on their network and shows ads specifically to them.
The possibility of users having different email addresses across platforms is a major downfall with list-based remarketing and reduces the chances of users being shown relevant ads if their email addresses vary.
In addition, pixel-based remarketing allows businesses to re-display their material to any anonymous user and in being behaviour-based and timely, users can be retargeted almost immediately after leaving a site.
This method of remarketing can also integrate with certain pages of your site, meaning the materials used to remarket are specific and more likely to lead to a conversion.
The benefits of remarketing
Remarketing campaigns have several benefits: from enabling businesses to remind target users of products or pages that they have viewed to re-engaging a lost or inactive customer into their sales funnel.
The act itself lets you maintain a deeper connection with your audience and can give you a higher conversion rate by displaying ad banners to users, even if they are not on your site or actively searching for your brand. This helps you build consumer trust and boost sales.
Another benefit to remarketing is the lower cost per conversion, leading to a higher ROI. This is because remarketing ads have a lower cost per click and cost per conversion than traditional SEO campaigns.
One of the biggest benefits of remarketing is the capacity for variety, allowing you to create highly targeted ad text or images to drive previous users back to your site. The digital advertising strategy provides an excellent way to promote offers, products, or services to your audience while creating a more profound and long-lasting connection between your brand and customers.
How can Platform81 help?
Platform81 comprises of an experienced team of digital advertising experts, who know how to make remarketing work for you and your brand.
Strategically developed to help achieve your marketing goals and objectives, we pride ourselves on delivering impactful remarketing campaigns that re-engage web visitors and drive online conversions, while increasing customer lifetime value.
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Remarketing & Retargeting FAQ
Okay, isn't this just digital stalking?
We prefer to call it a “gentle digital nudge,” but we get where you’re coming from! It can feel a bit weird when a pair of shoes follows you around the internet. However, there’s a fine line between being helpful and being a pest. We set strict limits (frequency caps) so your potential customers are reminded you exist without feeling like you’re camping out on their front lawn.
How does it actually work? Do you need their email?
No, you don’t need their details at all. It works using a clever little bit of code called a “pixel” or a “cookie” on your website. When someone visits your site and leaves without buying, this pixel effectively puts a digital sticky note on them. Then, when they browse other sites or scroll through Facebook, your ad pops up to say, “Hey, remember us?”
Why bother? If they left, aren't they not interested?
Not necessarily. People get distracted. The doorbell rings, the kettle boils, or the boss walks in. In fact, about 97% of people leave a website without buying anything on their first visit. Remarketing gives you a second bite at the cherry. It brings back the “window shoppers” who just needed a little reminder to finish what they started.
Where will my ads actually show up?
Pretty much everywhere. We can set up remarketing campaigns that follow your users onto Facebook, Instagram, LinkedIn, or even whilst they’re reading the news on the Guardian or Daily Mail via the Google Display Network. It makes your business look massive because you seem to be “everywhere” they go.
Is it expensive to run?
It’s actually one of the most cost-effective forms of advertising. Because you are only targeting a small, specific group of people (those who have already visited your site), you aren’t wasting money shouting into the void. You’re preaching to the converted, so the return on investment is usually fantastic.
Can I target people who abandoned their shopping basket?
Absolutely. This is the bread and butter of retargeting. We can set up specific ads for people who added items to their cart but vanished at the checkout. We can even show them the exact product they left behind, maybe with a cheeky little discount code to sweeten the deal and get them over the line.
What about all the privacy rules and GDPR?
Don’t worry, we keep everything above board. The data is anonymised—so you don’t know who specifically is seeing the ad, just that they visited your site. We ensure your cookie policies and consent banners are set up correctly so you can run these campaigns without landing in hot water with the regulators.
Do I just show them the same ad they saw before?
You can, but it’s better to switch it up. If the first ad didn’t get them to buy, showing it again might not work either. We create specific “come back” creative—think reviews, case studies, or special offers—that address whatever doubt stopped them from buying the first time around.
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