Brand retargeting is a great way to take another shot at customers and their business. Because you already know these customers are, at least, somewhat interested in your product, you have a better chance of hitting the target i.e. making a sale. It’s like being an archer who misses the target on the first shot. He’s got a better chance of hitting the target the second time around because he has already tested the circumstances and can adjust. Brand retargeting does the same thing, for marketers; it allows them to adjust.

Remarketing and retargeting are terms that—for our purposes—can be used interchangeably. Although remarketing usually refers to search and retargeting usually refers to banner ads, we will not make that distinction here. Both terms follow the same principle of seeing a customer’s interest and pursuing it.

Brand retargeting occurs on nearly every marketing platform. Once you see that a customer has interest, you use brand remarketing to pursue that interest in the eventual hope that your persistence will yield a conversion. Remarketing campaigns are best run in a collaborative environment. The point of remarketing is to understand customer interest in your product.

Concerning remarketing, you should not limit yourself in any marketing field. If a customer expresses interest via Google search, there is no reason that you cannot show that customer a banner ad later on. It is essential to share a cookie pool between all digital marketing platforms so that you can effectively remarket and reach as many of the potential customers as you can.

SEM (i.e. paid search) can jumpstart remarketing campaigns. People turn to search for solutions to issues or problems. When searchers cannot simply find their solutions, SEM can help. When a consumer clicks on an SEM ad, marketers then know that this customer is interested in that ad and ads like it. Marketers should know that a searcher intends to find a solution and should help this consumer find it with as little work as possible.

Remarketing campaigns can automatically do this, but search marketers have the ability to pursue potential leads manually. A marketer must decide whether to put a customer on the “action track” or “nurture track.” The action track is when a marketer takes immediate action on a customer, such as with a phone call, a message, or some other form of action. The nurture track is when the marketer tries to move the customer into buying later on. Customers on the nurture track are less likely to buy now than customers on the action track.

Remarketing is a technical and creative pursuit. There is an art to it, as well as a mechanism. Customers’ decisions can be delicate, and customers are fickle. The marketer must live in the zone between art and mechanics, trying not to focus too much on cold leads, and trying not to be too pushy on hot ones. You should always be looking to improve and adjust remarketing campaigns—that way you can hit more bull’s-eyes and make more sales.