If you’re new to PPC, Remarketing and Retargeting might seem interchangeable. But they’re actually two separate techniques — and businesses can use both to reach customers who have already shown an interest.
They have the same goal, sure, but they achieve it in a different way. How?
Let’s find out.
What is Remarketing?
Remarketing refers to the process of using marketing emails to re-engage customers. This may include distributing emails to existing customers inviting them to renew their subscription to your service (such as an online project management platform with monthly, quarterly, or annual plans) or trying to upsell a product.
For example, if you shop at Amazon (other online marketplaces are available!) regularly, you might have received emails promoting products in a category you’ve purchased from in the past, e.g. horror movies. This is a simple way to help remind you that the brand exists, that it sells other products related to your interests, and that you’ve already had a (presumably) positive experience with the company.
Remarketing can also refer to messages prompting customers to complete their purchase after abandoning their shopping cart. This is a valuable way to draw buyers back and stimulate conversions: 44 percent of cart abandonment emails are opened and almost 30 percent culminate in a purchase.
What is Retargeting?
When we talk about Retargeting, we’re referring to display ads aimed at those prospects who have already visited your website without taking a desired action (such as making a purchase, signing up for your newsletter, etc.). This is all thanks to cookies.
As you probably know, cookies track user behavior via a piece of code embedded on your website. And this helps businesses to keep targeting users even when they visit other sites. Retargeting with Google Ads can present your ads to users across a huge variety of websites — the Google Display Network actually encompasses more than two million sites and apps.
Retargeting focuses more on moving prospective customers who have registered some form of interest in your company, product, or service along the purchase path to the point of conversion. Retargeting is a popular marketing method on social media, and it’s easy to see why when you explore the results: Retargeted Facebook ads are 76 percent more likely to attract clicks than other types of ads on that site. And Retargeting can boost ad engagement by a staggering 400 percent.
Once you’ve used Retargeting to capture prospects’ attention, you can keep them engaged through Remarketing. The two go together beautifully as part of a successful PPC campaign.
But a good plan is one thing. Actually making the most of its potential is another. That’s where our Orange County digital marketing agency comes in.
We’ll tailor a PPC campaign for your business based on your specific goals, obstacles, expectations, customers, and other essential criteria. Just get in touch with our Orange County digital marketing agency today to learn more!