Remarketing enables the creation of personalized ad campaigns targeting users who have previously visited your website, with the aim of increasing ROI. This definition was previously used generically for any action or type of marketing.
What is Remarketing?
Remarketing aims to reach users already familiar with your brand or the products you offer, providing many more opportunities to convert these users. Due to increasingly personalized impact, users are encouraged to progress toward such conversion.
Its process can be summarized in three basic steps:
- First, the user will visit your website or consume content related to your brand.
- This user will be tagged with a cookie, later adding them to a remarketing list.
- Finally, a campaign of targeted ads will be launched to this list (visible only to those included).
Depending on how users are captured to add data to the list and the type of ads shown, there are various types of remarketing:
- Standard: Shows visual and text-based ads to people who have previously visited a page.
- Dynamic: Similar to the standard, but showcases personalized ads based on the products and services users have viewed on the site.
- Mobile app-based: Ads displayed on mobile websites and applications.
- Search network ads: Excludes display ads, shown when users visit the website after performing Google searches.
- Video-based: Captures users through interactions with videos or YouTube channels, showing ads on YouTube, applications, and other websites.
- Email list-based: Ads shown to a list of previously collected emails.
How does Remarketing work?
To set up remarketing campaigns, follow these simple steps:
- Access Google Ads or your preferred advertising tool to obtain your remarketing tag, an HTML code to be placed on all pages of your website before the closing tag.
- Create one or multiple remarketing lists including users who have taken specific actions on your site, allowing you to configure them according to your goals.
- Make a list of all website visitors in the last month or those who visited a specific page, such as people who added a product to their cart but did not complete the purchase.
- Create a new remarketing campaign and select the audience from the lists you’ve created. You can also configure usual options like language, geographic area, among others. Get your brand started!
- Create variations for your ads. When starting out, it’s a good idea to experiment with different creatives using A/B testing, optimizing your campaign by selecting options that have better adaptability to your needs.
Advantages of Remarketing for Your Brand
By personalizing remarketing lists, numerous options become available for your benefit. Two crucial factors to experiment with are user actions and the time that has passed since those actions.
This way, you can capture many users with different interests at certain stages of the buying cycle and provide personalized services.
- Expanded reach: Google’s extensive display network includes over two million apps and websites, and tools like Facebook Ads help you reach potentially interested people from anywhere.
- Brand recall: Through remarketing, you can ensure that your visitors and potential customers remember you, gradually building a relationship with them based on their current stage in the process.
- Tailored to your marketing objectives: With different list creation options, user acquisition sites, and ad display locations, remarketing adapts to various situations according to diverse objectives.
- Increased conversions: It becomes possible to reach users when they are more likely to convert, as they have shown interest in your brand. This is beneficial for your business.
How to Enhance Your Remarketing Campaigns
With these tips, you can maximize your business potential:
- Decrease ad display frequency; you want your message understood, but avoid overwhelming potential clients. Consider using frequency capping tools to ensure the precise number of ad impressions per user.
- Don’t hesitate to create different lists; personalization is key. People visit your site for different reasons and are interested in different things, so the more variety you have, the more likely you’ll achieve your goal.
- Have specific lists for users who have previously made purchases; you can use this to your advantage. Offering discounts and promotions makes users feel special.
- Experiment, measure, and repeat; there’s a wide range of tools available for analyzing your remarketing campaigns, so take advantage of these resources.