You were still in doubt the day before yesterday, but now you think: "This is a cool pair of swimming trunks, I'm going to make a splash in Spain! Now I personally think that the latter is an error of judgment, but thanks to this dynamic form of remarketing, you still make the purchase at the web shop.
How does remarketing work? Something about cookies and remarketing lists
Let's use the example of the yellow swimming trunks again. The website that sells the yellow trunks is called website A. You visit website A and your visit leaves a cookie. Website A collects these cookies in a list (remarketing list) and uses this list to serve the visitors their advertisement again on other sites such as in this case nu.nl and so you get the familiar feeling that this one advertisement keeps haunting you.
The role of the Google Display Network
The Google Display Network is important for remarketing. The network consists not only of Google but of an awful lot of other websites. These websites provide space on their domain for Google to display image and text ads for a share of the click revenue. For example, the advertiser pays €0.50 for a click, Google gets €0.25 and the website owner gets €0.25. In the example of the yellow swim trunks, website A pays X amount so that the swim trunks ad is shown on a site like nu.nl. Nu.nl is thus part of the Google Display Network. Once you click on the ad, both Google and nu.nl receive a portion of the amount that website A had to pay in order to advertise.
Remarketing in the Display Network stands out
Because many websites today use the Google Display Network, at some point people notice that they are being pursued by an ad. Remarketing is a very successful way to drive sales. Typically, conversion rates are significantly higher. However, remarketing can also lead to irritation and some companies do not want to use remarketing for this reason. Personally, I think this should not be the reason not to use remarketing, because how long and how often someone is remarketed is adjustable with the frequency cap. So you can easily control how often people see your ad and if you use it properly it can only lead to a higher conversion rate. Want to know more about remarketing? Then feel free tocontactwith us. We will think with you and help you make your remarketing campaigns a success.
Did you find this blog article interesting? Then also read our blog on remarketing lists as a remedy for uninvited clicks.
