Remarketing, consumers who have already visited your website is an important part of brands’ digital marketing strategies. That’s how it works.
- Remarketing is an important strategy to increase sales.
- A remarketing campaign is an excellent way to build brand awareness.
- Third-party tools make it easy to set up your remarketing campaign.
- You should have been part of a remarketing strategy. Did you notice that you get similar ads with cheap travel social offers after searching for a flight to your next vacation destination? Or, after leaving a product in your shopping cart, how do you start receiving ads with additional discounts to encourage you to complete your purchase?
- The purpose of remarketing is to show you messages relevant to the interests and needs that your behavior reflects in your web searches to increase your chances of conversion.
What is a remarketing campaign?
A remarketing campaign is an important strategy for turning visitors into customers on your website. However, if this strategy is not applied correctly, you can put all of your remarketing plans at risk. A good campaign ensures that you understand your needs.
There are several remarketing strategies and each has unique benefits. For example, standard AdWords remarketing will show ads to previous visitors when they visit Display Network sites and use Display Network apps.
What is the difference between remarketing and retargeting?
Before you begin your campaign, it is important to understand the difference between retargeting and remarketing. When you intend to focus only on retargeting, it changes your strategy. Retargeting involves showing ads to potential customers based on cookies that you capture while customers are on your website.
Which are the advantages of remarketing?
Remarketing can achieve an ROI of more than 130%, making it one of the most effective digital marketing strategies. The main advantages are:
- Purpose: Ads in a remarketing campaign will only be shown to qualified potential customers, as they have already shown genuine interest in the product.
- Personalization: the ads that users see match exactly what they’ve previously searched for on the Internet – not so intrusive.
- Conversion: it is estimated that almost half of Internet users visit four different websites before making a purchase decision. If your site is one of those sites, you can step in with the perfect offer that requires the prospect to go ahead and complete the purchase.
- Traffic: In addition to all this, remarketing campaigns have the advantage of driving traffic to your website, which can be very useful for your website’s SEO.
Disadvantages of Remarketing
While this is a common strategy in digital business, it is not essential for remarketing that you need to know the following:
- While most users are used to experimenting with remarketing, some may see it as an invasion of privacy and don’t like the brands that use it.
- Many users rely on ad blockers like Adblock, which prevents remarketing ads from appearing on the screen.
There are many remarketing strategies or techniques, but some of the most important ones are discussed here:
- Define your remarketing audience
- Videos for Facebook, Instagram, and YouTube
- Content remarketing (blog)
- Create remarketing campaigns
- Remarketing through Google Analytics and Google AdWords
- Remarketing with an email campaign
- Use dynamic retargeting
- Use automatic call forwarding
- Show different product categories
- Remarketing lists for search ads (RLSA)
What are remarketing lists?
To create these tracking cookies, you need to obtain the AdWords remarketing label and paste it into the HTML of your web pages.
With each list created in AdWords, you can control which remarketing labels they’re associated with, how long users remain, and how often your ads are shown. The longest subscription allowed by AdWords is 540 days.
Please note that AdWords remarketing lists are only enabled if you receive more than 100 visits per month.
Finally, remarketing is a very powerful tool integrated with a well-planned marketing strategy that can deliver extremely effective results. The key to its effectiveness lies in the fact that the customer has already shown an interest in buying.