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What is a remarketing campaign and do you need one?

In this post, we’ll cover the basics of how a remarketing campaign works so you can make an informed decision about investing in one for your practice.

The gist

A remarketing campaign (also called retargeting) is simple. It’s an online advertising campaign that targets users who have already visited your website to remind them of your service.

You run across remarketing campaigns all the time. Ever noticed all those banner ads for the exact coffee grinder you were browsing yesterday at Amazon?

Why pay for ads to people that have already visited my website?

At first it might seem like a waste of money to pay for traffic from patients that have already visited your site and not booked an appointment. But this does not necessarily mean they have lost interest.

  • From the phone ringing to a text message to the train pulling into the station, there are countless distractions offline, and on, that can cause a prospective patient to land on your website and then get sidetracked before making an appointment.
  • The patient may have decided on your practice but was too busy to make an appointment at that time.
  • Dental care is something many people postpone. Remarketing can remind current patients that they’ve been procrastinating.

How does it work?

Retargeting typically involves the use of a “cookie” that is placed on a user’s browser when they visit your website. This means that as soon as a user visits your site, they’ll be added to your remarketing list for future ads.

Platforms for remarketing campaigns for your dental practice

Remarketing can be done through a variety of channels including direct email, social media and search engines. For dental practices, Facebook is a popular avenue to explore.

Why retargeting is so effective

Repetition is vital to advertising. With a retargeting campaign, prospective patients will see your advertisement again and again, through a variety of channels.