March 01, 2016

What is remarketing and why should you do it?

Remarketing, or retargeting as it’s often called, is the practice of displaying marketing messages to people that have already visited your site. This is the simplest definition, but it’s actually a bit more complex when we dig into it.

How does it work?

There are many different tools and pieces of software that enable you to do remarketing. I’ll go into these in more detail shortly. Right now, let’s talk about how it actually works.

With remarketing you target people who have previously visited your site with marketing messages that you decide. The way you see who has visited your site is normally through ‘tags’ placed on some, or all of the pages of your site. Once your site is ‘tagged’ you can then create customised groups of visitors and target them with different, specific messages.

For example you can target people that have visited your homepage, your event information page, but have not visited your tickets page. This enables you to target a very specific group of people with a message that could turn them into ticket buyers, so perhaps a reduced ticket offer or similar.

How do I get started?

At ticketscript we are closely integrated with Google. We use Google to power our analytics and a lot of our advertising as it offers one of the most sophisticated solutions and is widely supported. As such we’ve integrated our ticket shop with the remarketing solution offered in Adwords. You can read how to set this up here.

Best practices

Tailor your message! The great thing about remarketing is that you already have some idea about the site visitor and so can make sure your advert really speaks to them directly. Don’t waste the opportunity with generic creative, go for bespoke tailored designs.

Don’t over do it. You can show your ad numerous times to your remarketing list. This doesn’t mean you should. In some cases the visitors may have already converted, in others they might just not be interested. Chasing them around the internet showing them the same ads over and over again won’t help. Limit the number of times your ad is shown to keep the message impactful.

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By Shane Mansfield