Have you noticed pop-up ads for products on your Facebook or Instagram page? Ads for products you were browsing on an online store and left without purchasing. It is not a coincidence; it is a form of digital marketing that gives you a more personal feel. So, what form of performance marketing was it, retargeting or remarketing?
In this article, we are going to learn about PPC strategies and understand the difference between Retargeting and Remarketing. We’ll help you understand their differences, how they work, and how to choose the right strategy for your business.
What is a PPC Strategy? Why is it important?
PPC (Pay-Per-Click) Strategy is like using a speaker to announce your business and products/services on an online marketplace. Rather than advertising or hoping for potential customers to accidentally reach your website, this strategy aims to actively call out to the viewers individually, asking them to direct their focus towards you. As a business, you need to pay for every click received, but if managed properly, the clicks will direct interested leads and buyers straight to your website or store, thereby improving the chances of sales.
The beauty of PPC strategy is its accuracy, you can target your ideal audience exactly when they’re most receptive. Let’s now learn about the 2 powerful branches of PPC: Retargeting and Remarketing.
What do you mean by Retargeting?
Retargeting is like giving a friendly nudge to your website visitors while they are browsing the internet. It is not like creepily stalking them, but more like giving them a gentle reminder to visit and buy. Retargeting involves using cookies to track visitors to your website and showing them pop-up ads of the products they browsed on your website. The pop ads will appear when they’re scrolling through their feeds on Google, Facebook, or Instagram.
For Example, imagine a person was checking out a pair of sneakers on your website, but leaves the website without buying them. With retargeting, you will be able to grab the person’s attention by popping up an Advertisement about the same shoes when they are scrolling social media or reading news online.
It’s like jogging someone’s memory about something they were interested in. By keeping your brand fresh in their mind, you’re more likely to bring them back and seal the deal.
What do you mean by Remarketing?
Do not confuse remarketing and retargeting, they’re not the same. Remarketing is a personal outreach, usually through emails, rather than displaying pop-up ads. The emails contain personal communication like “Your cart is waiting for you!” or “We’ve missed you lately!”? That’s remarketing in action.
Remarketing involves using customer information, like email IDS, to send out personalised emails to specific individuals.
Remarketing is more effective as it feels more personal and comes across as a friendly reminder rather than a pushy advertisement. It’s a way to reach out and rekindle the connection with people who’ve interacted with your brand before.
When Should You Use Retargeting?
Retargeting can be a smart strategy in several situations, like:
- You’re getting a lot of traffic to your website, but not many of those visitors are making purchases or taking the desired action.
- You want to remind people about the products they were checking out on your site.
- There is a sale, or you are unveiling a new product.
Retargeting is useful for online stores and service-based websites, where people tend to browse around without purchasing something or signing up immediately.
When is Remarketing the Better Option?
Remarketing is a better option when:
- You’ve a list of email IDS of prospective clients or past clients
- You want to keep those leads active by sending them newsletters or special deals.
- You’re offering expensive products or B2B services
Remarketing is beneficial for businesses offering services or B2B industries, where the sales process is long.
Retargeting vs. Remarketing: Pros And Cons
Retargeting: Pros
- Retargeting brings your ads to people’s attention immediately.
- Helps bring back those customers who left something behind in their online shopping cart.
- It can reach people on lots of websites and apps.
Retargeting: Cons
- If overdone, retargeting can feel intrusive and like stalking.
- It is dependent on the browser cookies, which can be blocked by people.
Remarketing: Pros
- Gives a personal touch.
- Ideal for building long-term relations with customers.
- It is less dependent on cookies for its success.
Remarketing: Cons
- You need a good list of customer email addresses.
- If not done carefully, remarketing emails can end up in the spam folder.
What’s the Most Effective PPC Strategy for You?
There isn’t a single solution that works for everyone. The most effective PPC strategy for you is determined by the kind of business you run, your specific objectives, and target audience reactions.
- If you have an e-commerce business with a lot of website traffic, retargeting can be the best strategy for you.
- If you are a service provider and want to focus on building strong connections, remarketing could be incredibly beneficial.
- And if you wish to enjoy full-funnel marketing magic? Combine both strategies.
Conclusion: Let Velocity Consultancy Guide Your PPC Journey
Performance marketing is more than getting more clicks; it involves a deep understanding of your audience and skillfully guiding them to make the purchase.
At Velocity Consultancy, we do more than just run marketing campaigns. We meticulously examine, enhance, and fine-tune each stage, leveraging live data. Whether you choose retargeting, remarketing, or a combination of both, we’ll assist you in developing a PPC strategy designed to help your business grow and boost its performance.