Have you already incorporated remarketing into your online marketing plan? And if not, what are you waiting for?
If you want to get more conversions and monetize your efforts to attract users, you cannot miss this opportunity. Today we will tell you everything you need to know about this technique: what it is, how it works, what are its advantages for your company and some tricks to improve your campaigns. We start!
What is remarketing?
In short, remarketing (also known as retargeting) consists of creating personalized ad campaigns for those users who have previously visited your website or other content.
The basic concept of remarketing is, therefore, to reach users who already know your brand or your products and who therefore have many more opportunities to convert. It is about creating several impacts more and more personalized, encouraging the user to advance through the conversion funnel.
The most popular remarketing tool in the current market is Google AdWords, so we will focus on it for this article. Obviously, the basic concepts can also be applied to other tools.
The process can be summarized in three steps:
- The user visits our website or consumes content from our brand.
- The user is marked with a cookie and added to a remarketing list whose parameters we have previously defined.
- An ad campaign is conducted targeting that list, that is, only the users that are part of it can see it.
Depending on how the user is captured for the list and what type of ads plus are shown, we can distinguish different types of remarketing:
- Standard: display ads to people who have previously visited a page. Ads appear on websites and applications in the display network (in the case of Google AdWords, this includes more than two million sites).
- Dynamic: similar to the previous one, but with the characteristic that it shows personalized ads based on the products and services that users have seen on the website.
- For mobile applications: in this case, ads are specifically displayed on mobile apps and websites.
- For ads on the search network: these types of campaigns do not include display ads, but are shown when users who have already visited the web are searching on Google. In this way, it is possible to fine tune much with the target: people who have already visited our website and who also continue to search related to our products and services.
- Video: in video remarketing, the capture of users for the list does not occur when visiting a website, but when interacting with videos or with a YouTube channel. Ads are displayed on YouTube itself, on websites and in applications.
- By distribution list: here we can show the ads to a list of previously compiled emails, for example, the subscribers of our newsletter.
How does remarketing work?
If you are interested in creating your own remarketing campaigns, you should know that its operation is very simple. You just have to follow these steps:
- Access your Google AdWords account and get your remarketing tag. This tag is an HTML code that you must insert in all the pages of your website before the tag is closed.
- Create one or more remarketing lists. These lists include users who have taken a specific action on your website, so you can configure it based on your goals. For example, you can make a list with all the visitors of your website in the last month or with those who have visited a particular page. You can even segment based on the step in which the user is inside the conversion funnel, for example, people who came to introduce a product in the cart but never finished the purchase. Once the list is configured, you may have to wait a few days or weeks for it to have the minimum number of users needed.
- Start your campaign. Create a new remarketing campaign and choose the desired audience from the lists you created. You can also configure the usual options: language, geographical area, bid, etc.
- Create one or more variants for your ads. If you are starting, you can experiment with different creatives using the A/B tests. In this way, you can optimize your campaign by selecting the options that work best.
- You are ready to publish your campaign!
