Indeed it has happened to you. You are browsing the net and doing a search. You see some results, and then you continue browsing. Surprisingly, you start seeing ads related to what you just searched for. What has happened is remarketing.
What Exactly is Remarketing
Remarketing is a digital marketing technique. When new visitors go to your website, they might browse your website without buying anything. Remarketing allows you to bring it back (Google User Content, sf). It consists of impacting users who have previously interacted with your brand with advertising (Viteri, Herrera, and Bazurto, 2017). It may be the best strategy if you are looking for growth hacking.
It works by creating cookies on a user’s computer to track their activity (Clic Data, nd). As a result, specifically targeted ads begin to appear based on that crawl. In this way, brands can give their consumers a push to make purchases. It could also be an effective way to get previous customers to come back and buy again.
Types of Remarketing
According to the specific tool with which the monitoring is done, there are different types of remarketing (Espacios Media, sf):
Standard. Show ads to previous visitors as they browse Display network websites and use their apps.
Dynamic. Ads include the products or services that users have seen on your website.
For mobile applications. Show ads to users who have used your mobile website or app when they use other apps or browse other sites.
Remarketing lists for search ads. Show ads to previous visitors as they search on Google after leaving your website.
Videos. Allows you to show ads to users who have interacted with your YouTube videos or channel while they are using YouTube and viewing Display Network videos, websites, and apps.
Distribution list. With Customer Match, you can upload a list of your customers’ email addresses. This way, your ads will show when they sign in to Google search, YouTube, or Gmail.
Advantages offered by remarketing
If used through the appropriate strategy (for example, with the support of big data marketing ), remarketing can yield great benefits (Espacios Media, sf):
- Your potential customers are aware of your brand.
- You can personalize the audience through lists tailored to your business goals.
- You can reach users when they are ready to buy.
- Increase the reach of your ads and give you coverage at scale.
- It favors the measurement and control of the budget.
- Start doing remarketing and take advantage of its advantages
Implementing the remarketing tool is easy. Once you have your objectives clear, you only need to carry out the following steps (Media Spaces, sf):
Add the remarketing tag to every page of your website or mobile app. It is a small code.
Once your site or app has been tagged, you’ll need to create your remarketing lists. For example, you can create a list of the most popular product category. Thus, when a user visits that page, that person’s cookie ID will be added to the list.
Finally, AdWords campaigns can be designed with a specific message to show only to people in the “popular category” list when they search on Google or visit other sites in the display network.
Keys to increasing conversions through remarketing
If you decide to use remarketing to increase your sales, we suggest you take into account six key points within your metrics (Clic Data, nd).
1. Attack the problem of shopping cart abandonment
You might be surprised to learn that the average shopping cart abandonment rate is almost 70%. Use Google Analytics to track visits to your page. Thus, you can monitor which products users add to their carts, and you can create remarketing campaigns to promote them.
2. Segment your audience
A differentiated approach of approach between users can be very important. You need to make sure that you are targeting consumers with ads that are likely to be of interest to them.
3. Focus on existing (or previous) clients
If your business is to thrive, you need customers who come back time and time again. Therefore, you need to think about how you are going to turn your first-time customer into a repeat customer. There are several ways you can achieve this:
Buyback. Encourage him to buy products that he has already purchased before.
Re-invitation. Lure him back to your business.
Cross-selling. Invite him to buy products related to other purchases.
4. Use remarketing traffic to get email signups
It is very easy to annoy the user through email. However, if you offer good incentives for them to sign up or sign up (such as offers they won’t get anywhere else), they’ll feel like their time is worth it. Use remarketing traffic to encourage more people to join your email list.
5. Drive visitors to your shipping or return policy page
Suppose someone bothers to read your shipping and return policies. In that case, they may be looking for confirmation of your shipping reliability, or they may be wondering if you have free shipping available. Try to target that person with ads that emphasize what they are looking for.
6. Offer generous incentives
It’s important to convert first-time buyers into regulars. To achieve this, you can offer them discounts and small bonuses. You can also connect them to your loyalty program or send them reminders about regularly buying products.
As with any other tool, the success of remarketing will depend on a clear definition of objectives and the detailed development of plans and strategies. For example, it can be implemented within a storytelling strategy on social networks. In this way, you will undoubtedly be able to reach the minds of users and convert their purchase intentions into concrete actions.