What is Remarketing, exactly?
At a glance, Remarketing ads appear to be normal website-based advertisements. What makes Remarketing ads different is how they target users and collect data. In basic terminology, Remarketing is when people that visit a website are cookied or “tagged” and are then shown advertisements promoting that website as they browse the internet. As users are cookied, they are added to a list that the advertiser can then show ads to, similar to email marketing. Many ad networks allow the use of Remarketing-style targeting, including, Google, Facebook, and more. These ads can appear on search engines, mobile apps, and millions of other websites across the web.
Remarketing ads can come in many different forms. Advertisers are able to use their remarketing lists to show video ads, interactive ads, graphics and more.
What are the benefits of using Remarketing?
There are many reasons why so many businesses are using Remarketing in 2016, but the main reason is – it works! Remarketing is inexpensive, effective, great for branding, targeted, and trackable. Those five things usually don’t go together.
Remarketing is attractive to small businesses with low marketing budgets because of its flexibility and scalability. We have customers that spend as little as $100/month on remarketing ads, and yield them over 10x ROI in tee time revenue. Also, for those golf courses that are in colder climates with aggressive seasonality, Remarketing ads can be scaled up or down to accommodate.
Showing advertisements to Remarketing lists also has the advantage of branding, awareness, and direct sales. Since Remarketing ads are shown to users that are already familiar with your business, conversion rates are typically very high and customer acquisition costs are low. As an added benefit, showing your ads to current customers can also encourage repeat play. Think of Remarketing ads as a way to engage those customers that never open the emails you send them. These ads will be seen by everyone on your list while they browse the web.
Remarketing lists can be segmented by which pages of your website users visit. For instance, you can target those who have visited your “weddings & banquet” page with one ad, and target those who clicked the “book a tee time” button with another. Needless to say, not everyone visiting your website is looking for the same thing. Especially if your facility has multiple revenue channels, such as a restaurant, event space, or lodging. With Remarketing you can target very specific groups of people, which leads to more relevant ads and a better response.
Like most digital advertising, the effectiveness of Remarketing campaigns can be tracked down to the penny. If tracking is setup properly, you will be able to see how much revenue the advertisements generate and whether or not it’s a good investment. This empowers golf courses to make smarter marketing decisions that will not only help the campaign run stronger, but will save you money!