If you’re in marketing, or if your idea of a good time is following privacy issues beyond just those associated with Facebook and Instagram, you’ve certainly heard the phrase “remarketing” in 2012. From a marketing perspective, remarketing is a dream. It’s the web world’s automated equivalent of a salesperson getting the phone number of a prospect who visited the “store” in order to contact the person at a later date — except remarketing does not know anything about the person to whom the sales messages will be delivered, other than that the person had visited a coded website, and remarketing simply feeds ads to the prospects as they peruse various websites fed by Google ads.
In a nutshell, once someone visits your site, a code from your site is placed on the person’s browser that allows Google to feed your remarketing ads to the person at a schedule you create. These can be pay-per-click ads, so it only cost you money if the person clicks on the ad. Even better is that if, while on your site, the person does what you want him to do (ie purchases, signs up for a class, fills in a contact form, etc.), the remarketing code can be removed automatically. The thought is, why spend money marketing to someone who just bought? Then again, your remarketing dollars to that person can be spent on getting a testimonial from the buyer. Pretty cool, huh?
Here’s Google’s webinar on remarketing. It’s one hour long, but worth it if you want to understand how it works.