If you are looking for a way to recapture some of the traffic that you may have lost, or to target people who have already been to your site, retargeting and remarketing may be the answer. Both of these tactics use pay-per-click (PPC) advertising to reach out to people who have already shown an interest in what you have to offer.

Both retargeting and remarketing are based on PPC advertising, so they can be expensive if not done correctly. However, the potential return on investment (ROI) of these campaigns is considerable. Once you understand the difference between the two methods and how to set up paid search ads using precise audience information, you will get better results than ever before.

What Is Retargeting and Remarketing for PPC?

According to Digital Authority Partners, retargeting is a form of online advertising that helps you keep in touch with website visitors after they leave your site. It works by placing a small piece of code on your website that drops a cookie on the computer of each visitor. This cookie stores information about the visitor, such as the pages they visited on your site and the products they looked at. This is regularly done to collect data for analytics too. It is an unobtrusive and secure way to gather information about the people who come to your website, click on your links, or take some other form of action that benefits your business as a whole.

When the visitor leaves your site, their computer is then served ads for your products and services as they browse the web. Retargeting and remarketing are powerful ways to reinforce your brand identity with potential customers who have already shown an interest in what you have to offer. It is also a great way to boost website traffic and increase sales conversions.

Many people use the words retarget and remarket interchangeably. When it comes to basic conversations about PPC advertising, this is generally accepted. Some specifically use the term remarketing for email campaigns, which have little to do with pay per click on Google or other platforms. Of course, email marketing and newsletters in conjunction with a robust subscriber list are excellent ways to increase brand reputation, generate leads, and convert them into customers. In fact, email delivers the most impressive ROI out of all commonly used online marketing methods.

Why Retarget Past Site Visitors?

Visitor retargeting helps remind people about your site, the offers you display, and encourages them to return. Retargeting can also be used to target people who have visited competitor websites. By showing them ads for your site, you can convince them to switch and give you their business instead. Retargeting is a great way to reach out to potential customers who may not have been interested in your product or service the first time around.

When people see your ad multiple times, they are more likely to click through, and that is exactly what you want when you are paying for clicks. It often takes multiple touches or ad displays to convince people to click. Even if a targeted consumer clicked before and ended up on your site, it may not have made a sufficient impression to lead directly to a sale or contact. Retargeting strengthens the connection between you and your PPC audience members.

How to Set Up PPC Campaigns for Retargeting or Remarketing

Even though you undoubtedly use other marketing techniques like email, the benefits of PPC advertising cannot be understated. The ability to specifically target people who are already interested in what you have to offer is a powerful option.

Setting up a PPC campaign for retargeting or remarketing can seem like a confusing task if you are just starting out, but when you follow these simple tips, you can make the process much easier. First, decide which platforms you want to target. Google and social media sites like Facebook are the most popular options, but other search engines may also be worth considering. 

Next, segment your audience based on demographics and interests. This segmentation of your intended audience will help you target your ads more effectively. 

Finally, create different versions of your ad campaign for each platform, and test them to see which is most effective. By following these steps, you can set up a successful PPC retargeting or remarketing campaign in no time.

Ultimately, your method for retargeting and remarketing with PPC depends on the platform itself. Google, YouTube, Facebook, and other platforms each have their own step-by-step instructions to follow. However, the basic process remains the same. Everything is automated after the initial setup of the custom audience for the ad campaign.

  • Choose your targeted keywords and keyword phrases
  • Pick your retargeting audience by exact, broad, or phrase searches
  • Select the target demographics based on any other criteria

Pay per click is one of the simplest ways to get traffic to your website based on highly specific criteria. While increasing the quality of each visitor based on qualities like age, gender, income, and location are essential for overall success, the ability to remarket to people who have already expressed interest ensures you will get the results you need to grow your brand and succeed.

Retargeting specifically targets people who have visited your website, while remarketing can target people who have visited your website or even those who have not done so before. This makes them both great ways to reach out to potential customers in your audience. When you use the power of PPC advertising, you specifically target the people most likely to take action on the click and related offers or opportunities on your website.