Por Daniela García | 11 August, 2020

Has it happened to you that you were looking for a product on Amazon that you ended up discarding for some reason, and then it appeared on other pages that you have visited later? i’m sure it has, So today we are going to talk to you about the responsible of this happening: Remarketing.

Remarketing is an extremely effective digital marketing strategy, which consists in creating personalized advertising campaigns for those users who have previously visited your website, in order to convince them to realise a conversion. 

Although its original name is retargeting, since Google decided to name this option remarketing  within its advertising platform, the term has become popular and it’s used generically.

Haven’t you used this powerful weapon inside your digital marketing strategy? Then keep reading!, because today we are going to tell you everything you need to know.

What is remarketing?

Remarketing literally means making marketing again. It’s objective is to impact the person who already showed interest in your brand, product or service more than one time/once, In order to encourage them to take a concrete action, for example, to  buy the product that they left in your e-commerce shopping cart.

Remember that only 3% of consumers make a purchase after their first internet search, reason by which remarketing helps you once again knock the door of your potential client in order to increase the possibilities of a conversion.

How does remarketing works?

As we mentioned at the beginning, one of the most used remarketing tools is offered by Google Ads, reason by which in this blog we focus on this one. Here we will explain how it works in this advertising platform in five easy steps:

  1. Access your Google Ads account and acquire your remarketing tag, a HTML code that you must insert in your website.
  2. In your advertising account create one or more remarketing lists , these may include users who have performed a certain action in your website, for example, those who visited your site during the last month or those that arrived and introduced a product into the cart but never finished the purchase. It all depends on what you want to achieve.
  3. When a user visits your website or e-commerce is marked with a cookie and added to a remarketing list that you previously configured with precise parameters.
  4. You run an advertising campaign focused in users who are on the remarketing list that you created.
  5. Your ads are displayed according to your segmentation.

See how this works?

Types of remarketing 

According to Google, there are different types of remarketing, which vary depending on how users are recruited and the type of advertising shown to them.

  • Standard marketing: Display your ads to users who priviously visited your website or ecomerce, while exploring sites and app on the display network, made up of more than two million sites associated with Google.
  • Dynamic remarketing: Consists on the publication of ads that include products or services that users have already seen on your website.
  • Remarketing lists for search ads: Display your ads to previous visitors as they continue their search for what they need in Google, after  leaving your website.
  • Remarketing video: Displays ads to people who have already interacted with your videos or youtube channels, while  browsing  youtube, websites and display network apps
  • Customers remarketing list: Allows you to upload lists with contact information supplied by your customers. When those users access Google, you can display your ads in different search engine products.

Advantages of remarketing

According to google, among the advantages of remarketing are:

  • Quick reach and timely guidance: You can show your ads to people who previously interacted with your website, at the exact moment they are searching on other websites and are more likely to make a purchase.
  • Focused advertising: You can create remarketing lists with the objective of publishing specific announcements. For example, you can create a remarketing list targeting people who have added products to the shopping cart, but did not make the transaction.
  • Large-scale reach:  You can reach people included on you remarketing lists through their devices while they explore more than 2 million websites and mobile apps.
  • Campaign statistics: You will have reports about the performance of your campaigns, the places where your ads are displayed and the price you pay for them.

Other types of remarketing 

As we mentioned  at the beginning, Remarketing in Google Ads is one of the most used, however, this strategy can also be applied in other advertising platforms such as Facebook Ads.

Another well-known remarketing channel is email marketing, also called email retargeting.

Tips for remarketing strategies 

In order to acquire better results with your remarketing campaigns, there are two important aspects that you should take into account:

  1. Frequency: Refers to the amount of times your ad will be displayed to each visitor. Define very well how much impressions or impacts you believe would be optimum to avoid saturating your audience.
  2. Audience:  It is crucial that you configure your lists very well depending on the users recruitment and the conversion you want to achieve. For example: The message you send to a user who recently left a product in their shopping cart, cannot be the same for those who have not visited your website for more than 30 days.

Now that you know all the advantages remarketing has, do you dare to include it in your digital strategy? We can help you throughout the process. Contact us!

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