Remarketing (or retargeting) digital advertising campaigns allow you to engage with people who visited your website, after the fact. You can target people based on any number of criteria, including people who came but didn't make a purchase or didn't take action. That action could be filling out a form, making a phone call to your business or another goal you have for your website.
By using targeted pay per click ads, you can make sure that your brand is front and center at relevant places across the Internet with these users that visited your website but never took action. You can remind them to come back and complete the purchase, allowing you to recover the lost conversion from someone who ended up leaving your website.
Similar to traditional PPC (pay per click) marketing campaigns, these remarketing campaigns don't really cost you any money unless somebody clicks on the ad. For most industries, the investment can be very cost-effective. It's definetly something I encourage most of our clients to attempt for a few months to see how it aligns with their business model.
Let's look at an example. Let's say you're an online jewellery retailer and I'm a customer looking for a silver necklace on your website. I come to your website, I find a necklace Iike, add it to my cart but don't end up checking out because I get distracted. With a remarketing campaign, you can use information like what I put in my cart, how much time I spent on the website to serve ads to me, wherever I am online that has Google Ads enabled.
Think of it as a relentless salesman, although without the pushy sales tactics. Remarketing ads have proven very useful for retailers as well as other types of businesses, including construction companies, builders, contractors and the applications for remarketing are pretty much endless.
I encourage you to look into this and set up a campaign to see what kind of results you get from it. It's very cost-effective, and it could be the one missing element in your digital strategy that you need to get a few more leads throughout the month.