The power of remarketing for auctioneers

In the fast-paced world of digital and social marketing, capturing the attention of vendors and bidders can be challenging.

A powerful tool that auction houses can use to improve their reach and conversions is remarketing.

In this article, we’ll look at:

• What is remarketing

• How audiences are created

• The benefits of remarketing on Facebook, Instagram, LinkedIn and Google Ads

What is remarketing?

Remarketing, also known as retargeting, is a type of online advertising that shows your ads to people who have already visited your website or engaged with your content. 

People are much more likely to click on an advert if they recognise the brand. The idea behind remarketing is to re-engage potential customers who recognise your brand, or have already shown interest in your auctions or services. This increases the chances of a website conversion (e.g. request a valuation or bid). 

This strategy helps to maintain brand visibility and entice people back to your websites to participate in auctions or valuation events.

How are audiences created for digital remarketing?

In order to run a remarketing campaign, an audience needs to be created. This is put together from people who have performed a particular action or engaged with specific content on your website. Using this data, we you can segment people into different audiences. 

Here are some examples of audience that can be made using this process:

• People who have viewed specific catalogue
• People who submitted your valuation form
• Users who have created an account
• Users who registered for your auction registration.

We can use this data for highly personalised and relevant ads can be made to entice users back to your website, for example, promoting lots from an auction they've registered to.

No other form of advertising offers such direct relevance to audiences. Relevance is the power of remarketing. Showing more ads with more relevance will lead to more new consignments or bids.

Benefits of Remarketing on Social Media and Google Ads

1. Keep your brand in front of your customers

Remarketing helps your auction house stay visible. By showing tailored ads to people who have already visited your website or viewed an auction, you remind them of your brand at the right time. 

Whether they’re scrolling on social media or browsing the web, these reminders keep your name familiar and encourage them to return when they’re ready to bid or consign.

2. Encourage repeat visits and act as a reminder

Many potential vendors and bidders visit an auction site several times before taking action. Remarketing acts as a nudge, reminding them of items or events they were interested in. 

A well timed ad can bring someone back to finish a registration, submit a valuation request or place a bid they were considering earlier.

3. Improved conversion rates

Because remarketing focuses on people who already know your auction house, it naturally achieves stronger results. 

These audiences are more likely to take the next step whether that’s registering to bid, requesting a valuation or subscribing to your auction alerts. 

By showing relevant ads that match their interests, you help turn intent into action.

4. Professionally represent your brand to a qualified audience

Remarketing ads don’t just drive conversions. They reinforce your professionalism and brand presence. 

Each impression is another chance to present your brand in a polished way to people who already recognise you. This keeps your auction house front of mind and strengthens trust with the audience most likely to become customers.

Why auctioneers should use remarketing

Re-engaging with loyal audiences - those who are already customers or who have shown interest - is a significant marketing opportunity and should form a part of any auction house's digital marketing strategy.

A real strength for auctioneers is the regular turnover of auction and upcoming events. There is always something new to attract people back to your website, with new auction catalogues to discover.

Remarketing is a cost-effective way to make people aware of new events, and to make sure you are reaching both loyal customers, and those who have shown an interest, but may not actively follow you on social media or subscribe to your email newsletter.

Leveraging platforms like Facebook, Instagram, LinkedIn and Google Ads can help maximise your reach and impact, ensuring your auctions remain competitive and successful.

Want to learn more about digital marketing?

If you are an auction house that wants to develop your digital marketing strategy, get in touch with our auction specialists to find out how we can support you.

Email Geoff or call us on 01534 488888