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Remarketing for small business owners explained

Remarketing is a valuable tool that's increasing in popularity for business owners. Why? Because it helps capture an audience that has already shown interest in your business. Want to know how it does that? Read on!

What is remarketing?

In a nutshell, remarketing means retargeting audiences through a series of ads. You're showing your ads to people that have visited your website via their mobile or desktop. These ads can be in the form of product image ads, responsive or static ads. For example, you’ve just visited a BBQ website, you don’t make a purchase but you check out their full product range before moving on. Now you're on a news site and suddenly you're being shown ads of the BBQ brand you recently viewed. Spooky? Not really. Clever marketing, yes!

How do I set up remarketing?

Anyone can set up a remarketing ad campaign - create a Google AdWords remarketing list by adding the remarketing tag code to your business website. By adding this tag to your website, any visitor will be automatically included in your remarketing lists and you'll have an instant database of potential customers to show your ads to. If you'd like to learn more, Google has the answers.

What are the benefits of remarketing?

The key is to convert people that have already visited your website into making a sale. You’re already halfway there as they’ve shown interest in what you have to offer. The next step is to stay fresh in their minds through targeted ads. This is your opportunity to reconnect and draw them back to your products or services with your ads. The ideal time to use remarketing is when you've got a promotion running or soon after the launch of a new product.

What does it cost?

Usually, you’ll set up remarketing campaigns on a pay-per-click scenario, meaning that you will only pay if they actually click on your ad. The idea is to create ads that generate quality clicks, the ones that convert to sales!

What are the different types of remarketing?

You can set up a ‘site remarketing’ campaign easily through your website. Just insert the tag code and capture audiences after they’ve left your website. ‘Social media remarketing’ is another popular form of remarketing and involves displaying remarketed ads on the social networks of people that have previously visited your website. Then there’s ‘search remarketing’ which cleverly gets ads in front of an audience searching for keywords that relate to your business. Remarketing can also be done via Gmail - a way to target people with ads based on the content of their emails. You can remarket to your email list by using Google AdWords. Simply upload your list of email addresses and create ads for people when they're signed into their Google accounts, easy peasy.