Remarketing is a hugely powerful way of re-engaging with potential customers who have visited your website. Advertisers now have the capacity to remarket to browsers of their site across the Google Display Network and Facebook in an intelligent way.

Regardless of your marketing strategy as a whole, remarketing should play an important role in your marketing mix. The majority of users do not buy on the first visit to a website, regardless of acquisition channel. Even with all of the intent shown in organic & paid search, the social recommendation element of social and the advantages of other channels - it is very hard to convince a user to buy first time.

Remarketing allows you to bring these customers back to your site in various ways; by prompting their memory about your brand or showing new discounted offers. The key though is in the segmentation element within the data. Google’s display network for instance, allows you to segment user groups by a variety of factors to ensure high advert relevancy, and better targeting. On the Google network you can segment your visitors by:

- Visitors Of A Page

- Visitors Of A Page Who Did Not Visit Another Page

- Visitors Of A Page Who Also Visited Another Page

- Visitors Of A Page During Specific Dates

- Visitors Of A Page With A Specific Tag

This allows you to be really concise about who you want to target and with what creative. For example, if you are a general technology store, your conversion rate is naturally going to be a lot higher showing display adverts about laptops to users who have browsed those products rather than just viewing the site in general. In this example, dynamic remarketing is a great option that would convert even higher by showing the actual products users viewed, and other similar products based on a feed.

Remarketing is proven to regularly drive lower cost per conversion figures than display marketing or standalone paid search, and it’s main advantage is it’s ability to bring back users who are already aware of your website. No matter where you focus your marketing budgets, remarketing must be included if it’s possible for your site. All you need to do to setup remarketing is implement a simple tag on your site and be an AdWords user. It is also possible to place your adverts through the Facebook Exchange (FBX), and other exchange networks with different inventory available.