Remarketing literally means “marketing again”. It consists of producing online ads aimed at visitors who had contact with your brand, products or services at some point. The remarketing campaigns they are generally created through Google Ads or email marketing.
Throughout this article we will see in detail how to remarket. We are going to focus on how to create successful campaigns, what types of strategies exist and what are the advantages of this technique.
Before reaching the conclusion, you will already be in a position to make your first campaigns or improve the ones you are about to launch.
Let us begin!
What is remarketing?
As we mentioned, remarketing consists of creating ads focused on those users who had some contact with your brand. This practice helps to keep the image of your company fresh in the memory of each visitor.
Is about a fairly popular strategy in the online world and, properly developed, it is almost imperceptible to the public. Every day, millions of people connected to the internet are reached by these actions without even realizing it.
Let’s take an example. Imagine that your potential customer enters your virtual store, visits one of your products and, for some reason, decides not to make the purchase. Remarketing allows you to re-engage this user through paid adswhile browsing news pages or in a social network.
How does remarketing work?
Has it ever happened to you that you started researching a specific product or topic on Google and, later, when you entered a website or your social networks, you found ads related to your initial search? Well that’s the result of a remarketing campaign.
And why is this? Why Google always shows as first results of a search ad related sites. And, from the moment you click on one of these, the remarketing campaigns come into action.
So when you open one of these ad-linked sites, your device (desktop, tablets, smartphoneetc.) stores cookies that warn Google that you are interested in a certain topic. From there, whenever you are browsing, Google Ads will target campaigns related to the topic you searched for.
The main objective of remarketing is keep the brand or product always in view of users they looked for him at some point. Therefore, the chances of increase.
Types of remarketing
We can think of three types of remarketing. They all work in a similar way, in that they use the data from the cookies to identify users who visited a particular.
- Standard Remarketing: A specific advertisement is displayed here when browsing other sites.
- search remarketing: here comes into play what the user is trying to find by himself when performing a search and finding those of our business.
- Other remarketing techniques: There are other more specific tactics, for example, those where the ads are shown in mobile apps or YouTube videos.
How to create a remarketing campaign?
Before thinking about the tools, you have to define Who are you going to target your remarketing campaigns to?. As with email marketing, or any other business strategy, it’s important to segment your audience.
In fact, when we talk about remarketing, knowing your audience requires a much deeper understanding because it is necessary to understand at what point of customer journey (customer journey) meet your visitors.
The stages of this customer journey are:
- Awareness: when the user searches for information on a topic without necessarily having the intention of buying.
- Consideration: when looking for information with the intention of buying.
- Purchase: when the user actually makes a purchase.
- Loyalty: when the user is already a customer and intends to make future purchases.
From this information it is possible to define a different strategy for each user profile you want to reach and, to guarantee greater assertiveness, the best way to segment them is by separating them into lists.
In remarketing, the list system is important because, in this way, you make sure that the users who searched for a specific product get a different message The one you are going to show to those who, for example, added an item to the shopping cart and then abandoned it.
Some relevant lists that you can create to segment your customers or visitors, according to the objectives of your remarketing campaigns, are:
- customers who made purchases over X amount,
- visitors who subscribed to your blog,
- visitors who added products to the cart but did not make the purchase,
- users who accessed a specific category of your online store (jackets, jeans, dresses, etc.) but did not complete their purchase.
With this information well organized, you will be able to create better targeted campaigns for each group.
Furthermore, with this segmentation, the process of Results measurement —which is done through the same tools with which we create the campaigns— is more practical, since you will be able to observe separately what actions worked for each list.
Google Ads has two broadcast networks: the Display Network and the Search Network (Google’s search engine and its search partners). Here we tell you how to make a campaign in each one.
Remarketing on the Google Display Network
The Display Network is made up of millions of websites such as YouTube, Google Maps, Gmail, news sites and social networks that have certain spaces so that you can incorporate images and banners of your brand, that is, ads.
It specifically refers to those banners and pop up (pop-up windows) that appear when you enter a website. Take a look at this example from the iProfessional news site:
Remarketing on the Search Network
Remarketing on the search network focuses on google results page. Through it, it is possible to create ads in standard format and with limited text.
In this model, the user sees the ads at the top of the results page when they do a search on a certain topic. This strategy tends to increase the chances of conversion. Look at this example:
A third option for remarketing is through emails. The is a very effective strategy and can yield good results.
You can apply email remarketing in two ways: by activating personalized messages according to each group of users or investing in ads that will appear in the Gmail inboxas we show you in this example:
It is also possible to carry out remarketing actions on social networks such as Facebook. In this case, your brand’s sponsored posts will be displayed while users browse this network.
Keep in mind that if you want to apply this strategy, you will have to use tools like or .
What are the differences between remarketing and retargeting?
In practice, remarketing and retargeting are strategies that have the same goal: re-engage users who have already visited your website and convert them into customers.
However, we can highlight that one of the differences between remarketing and retargeting is in the period of exposure of the advertisements.
In retargeting, the banners are displayed immediately after the first search. In remarketing, on the other hand, it can be configured so that contact with advertising campaigns is made after 30 days, for example.
One factor that contributes to people confusing the two strategies is the fact that Google has its own retargeting tool, which is called Remarketing.
Do you want to do your first remarketing campaign and appear in Google ads? Then don’t miss this post:
Article
To find out what other resources you can use to retarget your business, we invite you to visit the .
What are the advantages of remarketing?
As we have already said, remarketing is a strategy that seeks to have a direct impact on your conversion rate. For this reason, investing in it can significantly increase the sales of your business.
If you still have doubts, take a look at these advantages that will surely clarify the picture:
1. Give visibility to your brand
The constant contact of your brand with a potential customer increases the chances that they will think of your business when making a purchase.
2. Allows you to segment your audience
Remarketing allows you to analyze your audience and create specific strategies for each person in a more assertive way. Maximize the personalization of your audience in the lists to get the best results!
3. Increase conversion rate
When your brand is constantly present in the memory of consumers, the possibilities of future sales grow.
4. Boost ROI
By increasing the conversion rate, the return on your investment can come faster and your Customer Acquisition Cost (CAC) will go down, which is beneficial for your business.
5. Increased range
The Google Display Network opens up almost endless possibilities for reaching new audiences, mainly because these are channels that almost any internet user uses.
Extra tip: how to integrate remarketing and inbound marketing?
It consists of making the user find you, instead of going to look for it. This is how Brian Halligan, creator of HubSpot, the leading Inbound Marketing software platform, defined it.
According to this concept, you have to deliver the right content to the right person at the right time. How? Using marketing and advertising techniques that address the user in a seductive way, without interrupting or disturbing him and adding value.
By integrating remarketing and inbound marketing, it is possible work on the conversion of those users who consumed your content at some point, but did not return.
In this sense, both tools work in the analysis of user lists based on their behavior on your site. Some of these lists that can be used to increase conversion are:
- users who subscribed to your ,
- visitors who registered on your site at some point,
- people who downloaded valuable material from your site such as e-books, checklists, etc., and left their contact information.
With these user profiles it is possible to work with content that, In addition to enhancing the customer journeyalso help build a solid relationship with them.
conclusion
There is no doubt that investing in convert people who visit your sales channels into customers, it will boost the profits of your business. So, take advantage of your time and start implementing strategies such as remarketing, which amplify the reach of your brand.
And you are looking for a complete and robust platform to create your online store, what do you think?
Contact us to enhance your success story.
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