What should be an effective remarketing? We share the main life hacks.
What is remarketing?
Remarketing is a digital marketing strategy aimed at attracting users who have already interacted with the brand or visited landing pages on the site. Or if a customer has added a product to the cart but hasn’t checked out, remarketing uses this information to show them ads on social media and other sites, and eventually encourage them to purchase the product.
In the field of marketing, you can find two concepts–remarketing and retargeting. What is the difference? Retargeting involves setting up advertising in each individual system. Remarketing includes a general strategy for returning interested users and potential customers. The name refers to a function that allows you to set up a targeted advertising campaign in the contextual media network for consumers who have previously visited the site.
Remarketing is customized depending on the goals of the digital strategy: to increase the number of sales on the site, the number of registrations (leads), increase brand awareness or memorability.
What are the remarketing strategies
Depending on the niche and current business goals, you can use a variety of remarketing strategies. First, the strategies of using the tool can be divided by the target action that the business wants to get from the viewer of the advertisement. These actions can be logically distributed according to the degree of audience warm-up and, accordingly, the sales funnel.
So, the strategy can aim to:
- reduce the incidence of “abandoned carts”
- reduction of the cost of customer acquisition
- cart formation
- Checkout
- subscription/recorded subscription
- repeat purchases
- engagement in activities
Now, let’s take a look at the types of remarketing that advertisers are currently using:
Standard remarketing – setting up ads on Google Ads, ads will be shown on partner sites.
Dynamic remarketing – generated by the advertising service automatically based on the feed. The ad will show ads for a specific product that the user was interested in.
Search remarketing – “reminds” of the product when a search query is entered. After entering the query, a number of suggestions are offered, including advertising about visiting the site earlier.
Email remarketing – sending emails with special offers.
Video remarketing is showing videos on Youtube to those who have previously seen other videos of the author (advertiser).
How to set up remarketing
Marketers often face the situation when ads are shown to uninterested users. For example, a potential customer has visited the site and left, so they haven’t found what they were looking for yet. But they have already been added to remarketing lists. This means that they will be shown ads that will not encourage them to make a purchase. Another situation is when a user has already bought a product, but continues to see ads. To avoid such situations, it is important to set up remarketing clearly and step by step. The base for remarketing is collected in two ways:
- Using the Google Ads remarketing tag. The first step is to install the remarketing tag on your website. The next step is to set up audiences. The third is a remarketing advertising campaign.
- Using the standard Google Analytics tracking code. To do this, activate data collection for remarketing in Google Analytics. After that, we link both Google accounts. Then we also set up the audience and remarketing campaign.
Of course, you can use both methods at the same time, which will provide more opportunities for targeting. For example, Google Analytics uses the following data to determine the audience: goals and conversions made by the user, geo- and demographic data, date of the first session, traffic source.
Conclusion
Remarketing is not only a cost-effective approach to customer acquisition, but also a valuable opportunity to re-engage with users who have already shown interest in your products or services. By strategically targeting these warm leads, companies often achieve higher conversions at a lower cost per acquisition compared to cold leads.
