Believe it or not, there are still people out there wondering aloud whether remarketing actually works or if it just annoys potential customers. So, does remarketing work? Absolutely, according to Eric Couch, an account manager with Hanapin Marketing. “If you can use remarketing, you should,” he writes in a post for PPC Hero.
He notes, however, that he has accounts with products that aren’t conducive to retargeting, which if “one of the most infuriating lost opportunities I can think of when it comes to account management.”
How well remarketing works depends on a number of factors, including the sales cycle and conversion goals (e-commerce vs. lead generation). A mini case study from one of Couch’s accounts shows that remarketing accounted for 16.6 percent of all conversions in the past six months at just 12.9 percent of the total cost of a search campaign.
Now, to the question of whether remarketing is annoying, Couch says it depends on your user base and how well your company knows them.
Remarketing can be particularly useful in lead-nurturing processes during the pre-decision stage of the buying process.
On June 24, Google introduced dynamic remarketing for all its Google Merchant Center accounts. The feature is initially being piloted in the travel and education verticals with plans for a wider rollout later this year.
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