Remarketing is Not Spooky At All
Have you ever had the experience of visiting a website and then seeing an ad for the same website the next day while browsing online? Or perhaps you’ve been to an online store, put items in your cart, but didn’t complete the purchase. And then the following day, while browsing online, you noticed an ad displaying the exact products you left behind in your cart. Congratulations, you’ve been “retargeted.”
So, what exactly is remarketing?
Remarketing, also known as retargeting, is an extremely popular and common form of digital marketing. It involves marketers displaying ads to individuals who have previously visited their website or a particular web page, regardless of whether they have taken a specific action or not. This method allows businesses to reach out to people who have already expressed some level of interest in their brand or offerings.
The term “remarketing” is used because it involves targeting previous visitors or existing customers. It offers a second opportunity to convert, upsell, or retain customers through online ads or campaigns. There are various ways to implement remarketing, including utilising platforms like Outbrain, Google ads, or Facebook ads.
Regardless of the approach you take, remarketing is an essential tool that should be included in every marketer’s strategy.
The terms “retargeting” and “remarketing” are often used interchangeably, but they have distinct differences. Retargeting involves serving ads to potential customers based on cookies, while remarketing is based on email marketing. Remarketing involves collecting user information and creating lists to send sales emails.
Both retargeting and remarketing are effective strategies on their own, but a combination of both can be the best approach to enhance digital marketing activity and improve results.
Behavioral retargeting is a longer way of saying retargeting, and it involves targeting online customers based on their past behavior, such as web page visits, time spent on each page, and clicked links. Retargeting is similar, as it involves remarketing to people who have taken specific actions on a website.
In today’s digital marketing landscape, remarketing is centered around understanding customer interests and behaviors to determine their preferences and capture their attention.
If you are new to remarketing or want to give it a try for your business, we have a comprehensive beginner’s guide that covers the basics of what, how, why, where, and when of remarketing. It also includes some bonus professional tips. Don’t hesitate, start remarketing today!
Example of remarketing:
Let’s imagine a scenario: Ann visits an online store called “Beds R’ Us” and looks at a specific Bed but decides not to make a purchase. Later, Ann visits her favorite entertainment news website. “Beds R Us” is running a remarketing campaign through an ad network that partners with this entertainment site. Ann sees an ad from “Beds R’ Us” featuring the same or similar beds that Ann was looking at earlier.
The purpose of this retargeting ad is to remind Joan about the Beds she was interested in and potentially persuade her to click on the ad and make the purchase she didn’t make previously.
How Remarketing Works:
Setting up a remarketing campaign for your website is not complicated. It requires the installation of a pixel.
When you create a campaign with a specific ad network, they will provide you with a small piece of code known as a pixel tag. You need to add this code to your website. Whenever a new user visits your site, the code will place an anonymous browser cookie, adding the user to your retargeting list. When the same user visits another site that displays ads from your ad network provider, the system will show your ad to that specific user, as long as your campaign is active.
Google’s decision to eliminate the use of third-party cookies will impact marketers’ ability to remarket. Therefore, it is crucial to advertise on platforms that rely on first-party data for tracking. The cookieless era is already underway, so it’s essential to start planning for tools and strategies that will allow you to continue remarketing in the future.
What are remarketing pixel tags?
Pixel tags are small pieces of code embedded on webpages, enabling websites to place cookies. Cookies are like “crumbs” left by website visitors. Each visitor has a unique, anonymous ID, allowing their website activity to be tracked through these cookies. In remarketing, the ad server can access the visitor’s ID and save it to the appropriate remarketing lists.
What is a remarketing list?
A remarketing list is a compilation of individuals who have visited your website and taken a specific action. For instance, a “Homepage” remarketing list consists of all the visitors to your homepage within a specified time frame. When a visitor lands on your homepage, their cookie is added to the remarketing list.
With a remarketing list, you can specifically target those individuals who have visited your homepage.
You have the ability to create various remarketing lists and customise your advertising messages for each list.
Benefits of Remarketing
- Make the most of lost website traffic.
- Target individuals who have already shown interest in your offerings by visiting your site.
- Focus on audiences that are more likely to convert.
- Keep your brand in the forefront of their minds by strategically displaying ads to interested audiences.
- An affordable marketing strategy available on multiple platforms and channels.
- Suitable for all industries and sectors.
- Offers various ad formats, including display ads, search RLSA, dynamic carousel, and more.
For e-commerce, dynamic retargeting allows marketers to serve personalised ads to users based on products or services they viewed on your website.
While your website may attract a significant amount of traffic, the conversion rate for first-time visitors is typically low. On e-commerce sites, a “good” conversion rate is around 2.5% to 3%. What does this mean? Most of your traffic does not result in sales. Utilising remarketing is the best way to tap into the potential of your website traffic.
Targeting individuals who have already shown interest in your business is one of the most effective methods to prompt them to return to your site. Remarketing can be employed in any industry or sector, though it is particularly crucial in e-commerce.
When is the appropriate time to utilise remarketing? This question can be quite complex. Some marketers adopt an “always on” strategy, consistently running a remarketing campaign for all users who visit their website but do not complete a desired action, such as making a purchase or filling out a form.
However, many marketers choose a more sophisticated and personalised approach to remarketing. You can tailor your remarketing campaigns based on specific criteria. For instance, you may decide to run remarketing campaigns exclusively for visitors who land on certain pages, like a particular product page, or only for users who visit your website during specific times of the day or year (e.g., during a special sales period). It ultimately depends on your overall strategy and current objectives.
Where can I target my customers using remarketing?
There are several platforms and channels available for remarketing. Here are some options:
Simple display remarketing: This is the most straightforward and popular type of remarketing. It involves displaying ads to individuals on other websites after they have visited yours. You can utilise display ad networks like Google, Yahoo, and Bing.
Native advertising: Marketers can re-engage website visitors by presenting them with valuable content, recommended across premium publishers in native ad placements.
Search remarketing: Remarketing lists for search ads (RLSA) is a feature that allows you to customise your search ads campaign for people who have previously visited your site.
Social media remarketing: Show your retargeting ads to people on social media platforms such as Facebook, Twitter, LinkedIn, and TikTok after they have already interacted with your brand or business.
Remarketing is an excellent method for maximising your return on investment (ROI) for advertising expenses. If you have a limited budget or feel that you have already invested enough in acquiring that initial click, you can experiment and fine-tune your remarketing approach.
Analyse your data to determine which devices, operating systems, and even geographical locations yield the highest conversion rates. Create remarketing campaigns tailored to these segments and observe their performance. This approach may potentially reduce costs while increasing your conversion rate.
The exact reason why visitors to your website did not convert is often unknown. They may have become distracted and left, did not find the offer appealing, or found it outside their budget range. They may be casually browsing now but plan to make a purchase in the future. Regardless of the reason, remarketing is an effective way to stay top-of-mind for your business or brand. Continuously provide reminders and incentives for them to return. Eventually, they may convert, leading to more leads, conversions, and sales for your business.
How Does Remarketing Work and What Are the Costs Involved?
Remarketing operates on a Cost-Per-Click (CPC), Cost-Per-Impression (CPM), and Cost-Per-Acquisition (CPA) model. This means you have the flexibility to set your desired cost per click, impression, or conversion, allowing you to manage your expenses and adjust your bids based on the specific remarketing list or campaign.
Remarketing is an efficient and cost-effective method of attracting customers. This is primarily because you are reaching out to individuals who have already expressed interest in your offerings and have already begun their journey towards converting.
By employing precise targeting and strategic budgeting, you can achieve favorable outcomes aligned with your key performance indicators (KPIs).