Savvy marketers and brands know that remarketing is the highly-proven secret to generating more traffic and sales.

What Is Remarketing?

Remarketing is a clever way to connect with visitors to your website who may not have made an immediate purchase or inquiry. It allows you to position targeted ads in front of a defined audience that had previously visited your website and/or landing page— as they browse elsewhere around the internet.

For most websites, only 2% of web traffic converts on the first visit. Remarketing is a tool designed to help companies reach the 98% of users who don’t convert right away.

As email is a highly effective way to follow up with those in your data base, remarketing achieves the same result. This is why I refer to remarketing as your “secret email list.”

How Does Remarketing Work?

Here’s how it works: you place a small, unobtrusive piece of code on your website (this code is sometimes referred to as a pixel). The code, or pixel, is unnoticeable to your site visitors and won’t affect your site’s performance. Every time a new visitor comes to your site, the code drops an anonymous browser cookie. Later, when your cookied visitors browse the Web, the cookie will let your remarketing provider know when to serve ads, ensuring that your ads are served to only to people who have previously visited your site.

Remarketing is so effective because it focuses your advertising spend on people who are already familiar with your brand and have recently demonstrated interest. That’s why most marketers who use it see a higher ROI than from most other digital channels.

When Is Remarketing Most Effective?

Remarketing is a powerful branding and conversion strategy, but it works best if it’s a part of your larger digital strategy.

Remarketing works best in conjunction with inbound and outbound marketing. Strategies involving content marketing, Facebook advertising, and social media are great for driving traffic, but they don’t help with conversion optimization. But, remarketing can help increase conversions, not drive people to your site initially. Your best chance of success is using one or more tools to drive traffic to your site and/or landing page and then retargeting to get the most out of that traffic.