Remarketing is becoming an increasingly popular advertising strategy. If you’re not quite clear on what it is, we’ll tell you that it’s the process of targeting people who have already interacted with your brand, with the goal of increasing conversion rates and improving lead generation. As you will see, this makes it a very valuable tool for overall marketing success.
Today we’re going to answer all your questions about remarketing, and of course, we’ll discuss some of the strategies you can use in your marketing campaigns. We’ll also share a quick guide to help you launch your own remarketing campaigns through Google Ads.
What is remarketing?
Remarketing is a digital marketing strategy focused on users who have already shown interest in your brand, this can be in the form of a visit to your website, a click on one of your ads, a Google search, an unprocessed order or following you on social networks.
Because there is outreach, you can think of remarketing as following up with a potential lead.
The goal is to remind people of your brand, reignite their interest with an incentive, engage them and hopefully encourage them to make a purchase.
There are several channels through which you can do remarketing: Google, Facebook, Instagram, Gmail or in general by email, Whatsapp, Telegram and SMS.
Remarketing vs. Retargeting
Before looking at the different types of remarketing strategies you can implement in your campaigns, it is important to make a distinction between two terms that are often confused: remarketing and retargeting.
The distinction was clearer in the past, as both tactics existed in silos: remarketing was limited to email, and retargeting was more related to paid advertising.
However, both tools have evolved to the point where they are used interchangeably. This is mainly because email no longer exists as an information silo separate from the paid media side.
Simply put, the main distinction comes down to strategy and approach. Retargeting is primarily about paid ads. It’s about using information to improve the paid ad strategy so that it targets the right people. The ultimate goal of retargeting is to attract new customers.
Remarketing, on the other hand, focuses more on the information from previous visitors that you collect. It’s about reaching out to those who have already had interactions with you, but in a more personalized way. The ultimate goal of remarketing is to re-engage current or past customers.
Types of remarketing
There are a number of tactics you can use as part of your remarketing strategy. These are some of the most common types, although you should test them to find out which strategy works best with your audience.
This is perhaps the most common type of remarketing. Display remarketing involves using display ads to reach users who have previously visited your site. The goal is to use information collected through cookies to drive traffic to your site and then target it with ads.
This uses tracking information collected from Google searches to target traffic that has shown interest in your brand. But instead of targeting them with a display ad, you use paid advertising on search engine results pages (SERPs).
Email remarketing is the most traditional form of remarketing. It consists of sending promotional emails to users who have subscribed to your website or newsletter. You can use this strategy to contact users who have abandoned a shopping cart on your site or to suggest additional products to existing customers.
Google Ad Remarketing
Google is not the only company that does remarketing. However, it is one of the most effective because its reach is broader, it’s more customizable and you can track ad performance with Google Analytics. Here’s what you need to do.
For your company’s YouTube content, you can promote your products and services with additional ads sent to people who visited your channel or subscribed to it.
With pixel remarketing you can show a graphical ad to people who have previously visited your site, this is a type of remarketing widely used in Facebook campaigns. A graphical ad is a poster, banner or flyer that you can see on a website, which can drive user behavior, for example:
- Nothing added to shopping cart: if someone didn’t put anything in their cart, you could show them an item that might be of interest to them.
- Item added to shopping cart: if someone put a product in their cart but didn’t buy it, you could offer them a 20% discount on your ads.
- Item purchased: if someone bought a product, you could promote other related products.
A consumer’s familiarity with your company makes a difference in how they react to your advertising
how to implement remarketing?
Select your type of remarketing campaign
The first step is to clarify your remarketing objective. Do you want to generate leads from people who did not perform a certain action on your site? Or do you want to promote specific content or unvisited pages on your site?
Create a remarketing list
The next step is to define your remarketing list, that is, to know who your audience is. For example, you could create a list based on all users who have visited a specific page during the last month. Or users who have added items to their cart but have not completed an order.
You can create your list in Google Analytics as follows:
- Go to the “admin” section and click on “audience definitions.”
- Click on “audiences” and then “new audience”
- Specify the type of remarketing you want to opt-in to.
- Configure your remarketing code to create your list.
- Set up your remarketing code
A remarketing code helps you set up your marketing list, and is automatically generated through your Google Analytics account:
Go to Admin > Tracking Info > Data Collection. Activate the remarketing button.
You can now set up remarketing lists based on goals instead of just pages visited.
Choose the duration of your membership and the frequency of caps
The next important step is to choose how long you want to store a cookie in someone’s browser. This will depend on your objectives. You should also limit the frequency of your ads. This feature can be found on the “Settings” page of a specific campaign.
This is important because if you run an ad for too long or too often, you run the risk of annoying potential customers and driving them away from your brand. Less is more.
Activate your campaign
Once you’ve done all of the above, you’re ready to launch your remarketing campaign and target specific audiences. Be sure to perform A/B testing to help you optimize your campaign.
Benefits of remarketing
- Increased engagement and reach: you can follow potential users from one platform to another and promote your brand accordingly. You can also reach more potential customers who have shown interest in your site. This will help you stay engaged with your target audience.
- Improved brand awareness: you can stay fresh and present in the minds of potential and existing customers by regularly monitoring incentives, making it a cost-effective technique to stay connected with your audience, improving the relevance of your ads and the ability to strategically target the right users to increase brand awareness and overall sales.
- Higher conversion rates: the more times you show a user your website, the more likely they are to make a purchase, especially if you customize your remarketing efforts. You can target users with different interests at different points in the buying process. When done effectively, you can have a positive impact on your conversion rates and increase the ROI of your ads.
Remarketing is useful in a time when customer service is limited. Consumers may want to review their purchasing decisions at a later date, and remarketing allows them to do so. Therefore, remarketing is an accessible tool even for small businesses for whom every online sale counts.
4 tips for success in remarketing
1. Segment and target the largest groups.
While visitors may have a general interest in your broader range of products and services, many will visit with only one or two items in mind.
Don’t assume that because someone showed interest in a specific product, they will be interested in others. Focus on the types of products in which a visitor has shown interest.
To narrow down the target customers who are likely to be interested in a product or service, it is useful to segment customers by product interest, demographics, geography and other factors. Customer segmentation works best with remarketing when we address and satisfy the immediate needs and wants of our customers.
2. Mix up your remarketing channels.
As with any other marketing effort, it’s essential to reach consumers where they are. This means spreading your campaigns across multiple channels, including (and perhaps especially) mobile devices.
3. Don’t be afraid to try and fail.
There is no straight line to success. How you initially thought about your product and how people use it will change daily. The key is to “fail fast,” i.e., learn to spot what worked and what didn’t, and keep improving your product and business model.
4. Make the most of what you have.
The direct email addresses you have for your existing customers and newsletter subscribers (who may or may not have made a purchase) are of great value. It’s a good idea to segment your existing lists by product interest and by repeat and irregular buyers to achieve the highest possible return.
Be sure to send emails frequently and through the most reliable and viable platforms
You may want to read: The 7Ps of Marketing and how to use them