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The 3 Most Common Myths About Remarketing

Posted April 30, 2012 by fran @ 4:02 pm

Despite its proven success, some advertisers still hesitate to implement remarketing campaigns, due to common myths and misconceptions. Some people have the perception that remarketing invades privacy, has a low ROI, and is a waste of money. However, most of these myths are simply opinions perpetuated by people who have either never tried it, or have misused the technology.

To set the record straight, below are the most common myths about remarketing. You’ll find that a lot of these claims are either completely false or are simply misunderstandings of how the remarketing technology really works.

Myth #1: Remarking invades privacy – This is 100% false. Remarketing doesn’t get any personally identifiable information from visitors. The system only tracks the fact that a user has visited a website with the use of cookies, but these “tags” are completely anonymous.  When a user is tagged, no personal information is ever retrieved or stored.

Users who aren’t comfortable with remarketing can easily clear their browsing history and cookie data to make sure that they don’t leave any tracks on the web.

Myth #2: Remarketing will creep out users – Only if you overdo it. Avoid looking like an over-eager and desperate salesperson that follows people around all time. Instead, take it easy when remarketing and do it just the right amount.  When setting up your campaign, always remember to display your ads in moderation. Bombarding people with the same advertisement will tend to annoy them, but this doesn’t mean that remarketing ads in general will harm your relationship with potential and existing customers. If you implement your campaign wisely, you will generate interest and bring people back to your site.  People appreciate gentle reminders about the sites and products that they previously viewed. 98%users leave a site without buying anything because they’re too distracted or still shopping around. Remarketing will help you get them back by showing ads for your site on the other online locations that they visit. In addition, some users are actually relieved to see remarketing ads on the sites that they visit, because it is more appropriate for them. Instead of seeing irrelevant ads on the web, they’re browsing experience is complemented by advertisements for websites and products that they’re already interested in.

Myth #3: Paying for views is a waste of money – When you implement remarketing campaigns, you are usually charged for views rather than clicks. This can turn off advertisers because they’re more eager to pay for “hard” actions such as clicks. However, remarketing goes beyond mere clicks. Instead, it builds up users’ interest and familiarity towards a product and keeps it on top of their minds. This then increases the chances of them actually buying something when they click on the ad.  Sure, traditional paid advertisements can get you clicks from disinterested users, but remarketing is the only type of advertising that can turn views into clicks that covert. The choice is up to you. Would you rather get charged for a lot of clicks that don’t lead anywhere, or pay for views that will eventually get users to his the “Buy” button?

 

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