The Purpose of Remarketing

Marketing Strategy Business concept. The meeting at the white office table

When it comes to generating new leads or keeping current customers, incorporating remarketing as part of your digital marketing efforts can be a wise tool to implement. When implemented effectively remarketing can assist in increasing your conversion rates and ROI.

What is Remarketing?

A remarketing campaign is another form of online advertising that allows advertisers to show targeted ads to users who’ve previously visited your website. When past website visitors browse online, these ads can show on Google Search and Display partner sites across the web.

How Does Remarketing Work?

If you’ve already implemented online advertising as part of your marketing strategy, you simply need to add a piece of Google Remarketing code, or known as a tag to your website. When a user visits your site, this code will add the user to your remarketing audience through a browser cookie. You can customize the remarketing tag on different pages to your site to be able to market to these users based on their need and shopping behavior.

Through Google Analytics you can create different audiences based on user behavior. It’s standard to have an audience compiled of All Users. Additionally, you can create an audience to target similar users. Keep in mind that this audience may be unfamiliar with your brand as you’re targeting users similar to those who’ve been to your site, but these similar users have not been to your site. This makes remarketing a valuable tool for building brand awareness. If you customize your remarketing tag for different pages on your site for defined product or marketing categories, you can segment your audiences even further.

For example, let’s say you operate an e-commerce site that sells women’s clothing. You can create a remarketing audience based on “blouses” and target users who’ve searched for blouses on your site. In Google Adwords, you can then create a remarketing campaign to target these users who’ve been to your site, didn’t purchase a blouse and the ads will follow the users as they continue to browse online.

Best Practices

Starting out, you might want to target the “all users” audience who’ve been to your site; keep in mind this will include broad needs and can drive up cost-per-click as you’re remarketing to all individuals who visited your homepage. As your audience lists grow, you can segment and create audiences based on user needs and shopping behavior.

Using a unique remarketing code and tailoring ads for these audiences can help keep your advertising fresh and specific to user needs, and allowing you to avoid ad fatigue. With super-targeted remarketing campaigns, you can create ads to build brand awareness for a user who hasn’t been to your site, you can target individuals who shopped but didn’t buy or abandoned their cart and remind them of the product they were shopping for, additionally you can remarket to existing customers, encouraging them to purchase again and even offer a discount for their next purchase.

To have remarketing be an effective tool for your business, incorporating varied image ad sizes and expanded text ads will give your marketing efforts an expansive reach and can fit various ad sizes on website pages. Wordstream states that remarketing audiences have 2-3x ad click-through-rate than ads for new visitors. If users see your remarketing ads across the web, your brand will be more recognizable and appear more trustworthy, prompting individuals to click back to your site. Ultimately, implementing an effective remarketing campaign can not only build brand awareness but remind users of your brand and improve conversion rates and return on investment.

"Although a user becomes somewhat less likely to click on a remarketing ad over time, those who do are more than twice as likely to convert!"

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