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What Is Remarketing? A Step-by-Step Guide

What Is Remarketing

In ecommerce web marketing, there are many approaches to reach your target audience. SEO, pay-per-click advertising, search marketing, demographics, interests, and more. Remarketing, also known as retargeting, takes audience growth to a new level, ultimately benefiting you and your customers. You may contact highly qualified customers, who will receive highly relevant, personalized marketing communications that are genuinely beneficial. Let’s look at how you can use remarketing today.

Shoppers are overwhelmed with options. It’s simple for people to forget why they came to the store in the first place, and they’re fast to become distracted by the newest, shiniest item. Even the best of us are not safe. As a result, brands must re-engage customers who have previously expressed interest in their products and remarketing is an effective method for doing so.

What Is Remarketing

What is Remarketing?

Remarketing is a marketing tactic that sends customized adverts to customers who have previously viewed a website or product page without taking action. For example, if a shopper adds an item to their cart but does not check out, remarketing uses that information to offer advertising on social media, Google, and other websites that convince them to purchase the goods.

It’s called remarketing because you’re effectively remarketing to people who have already seen your brand and interacted with it in some way, such as browsing a product category, adding an item to your cart, or visiting a landing page without signing up for your newsletter. It’s a second chance to convert, and it’s especially effective for re-engaging previous customers and reminding them why they selected you in the first place.

How Remarketing Works

Remarketing collects user data to determine where people have been on your website and what activities they have made (or, more significantly, have not taken). It is most typically used to show adverts to customers based on their previous browsing history, allowing for highly targeted and personalized campaigns.

In simple terms, remarketing works as follows:

  • A customer visits your website.
  • That shopper leaves your website and is tracked using cookies (more on that below).
  • The shopper notices your retargeting advertisements on other websites, social media, and in their inbox.
  • The shopper clicks on your adverts and goes back to your website.
  • The shopper does the desired action.

Three out of every five internet visitors see (and consider clicking) advertising for products they’ve already browsed, making remarketing campaigns an effective tool for online shops.

Remarketing vs. Retargeting: What’s the difference?

You may see the terms remarketing and retargeting used interchangeably. While they have similar ultimate goals, there are a few important variances. Retargeting primarily focuses on sponsored advertisements. It leverages shopper data to automatically display relevant advertising on Google and social media.

Remarketing, on the other hand, takes client data and uses it to build lists and deliver targeted emails. Landing directly in shopper inboxes fosters a stronger, more personal relationship and allows more targeted upselling and communications.

Using Remarketing Lists

Remarketing lists are lists of customers who have (or have not) completed a specific action on your website. You can make a list of users who have visited a product category page, the checkout page, or even your homepage during a set time.

When a customer visits a page on your website, they leave a cookie behind, which technologies can use to gather information and map out their customer experience. When a customer visits your homepage, a product category page, or the checkout, their cookie is added to the remarketing list linked with the exact action they performed.

You may create as many lists as you want, with as much data as you want, including lists for highly targeted behaviors such as viewing specific offers or product pages. You may then send advertising and email campaigns to each of these email lists, customizing the messaging to their surfing habits.

Using Remarketing Pixel Tags

Remarketing pixel tags are little pieces of code that allow your website to place and track customer cookies (also known as crumbs left by previous visitors—hence the sweet-treat name). This is feasible because each visitor is assigned an ID, which allows their activities to be traced.

The ad server or remarketing solution you choose can read these unique ID codes and add them to the most relevant retargeting lists. If someone subscribes to your newsletter and makes it to the “thank you” page, they will be added to one list, and if they add an item to their cart but do not purchase it, they will be immediately placed on another list.

4 Types of Remarketing Campaigns

Remarketing is a diverse marketing approach. The manner you use it will be determined by your goals, the type of customers you want to target, and how you want to reach them. Remarketing can help you accomplish this in a variety of ways, using four different ad formats.

1. Standard Remarketing

Standard remarketing is the most popular type of remarketing. It tracks and targets customers who have visited your website via pixel tags and cookie data. For example, you can remarket to anyone who has visited your webpage within the last month using a Google banner or text ad, an email, or a social media ad.

2. Dynamic Remarketing

Dynamic remarketing is extremely effective. It focuses on the specific products that a visitor has browsed on your website or put in their cart and displays dynamic adverts for those products. To launch this type of marketing campaign on Google, social media, or email, you must first submit a product feed to the platform that will serve the advertising.

3. Display Remarketing

Display retargeting is a straightforward technique to reach customers who have previously visited your website. It keeps track of clients who have expressed an interest in your brand and items and presents them with visual adverts of your brand when they visit other websites. Display advertising can be displayed on websites that are part of the Google Display Network.

4. Search Remarketing

Search remarketing is a quick method for capturing the attention of previous website visitors in search engines. It dynamically customizes your search advertising based on website visitors’ previous browsing activity. For example, if a user visits a certain product page without making a purchase, search remarketing will show them PPC results that mention the product page.

How to Run a Remarketing Campaign in Google Ads

You can run multiple types of retargeting campaigns together. Before you begin, consider what you want to achieve and the goals of each campaign, and then follow the stages outlined below to navigate through the process.

Create a Remarketing List

1. In Google Ads, go to your Shared Library and click “Audience Manager.”

2. If you haven’t before added the pixel tag to your website, you’ll be prompted to do so by going to “Your data sources” in the left-hand menu and selecting the Set up tag under the Google Analytics tag section. Here you can customize your remarketing settings. You’ll then need to add it to the appropriate pages on your website. Customize your options and save.

3. Next, select Segments from the menu on the left side. Then, click the blue + sign. This will open a menu in which you can select the type of list you want to create. Website visits, mobile app users, YouTube viewers, customer emails, and a custom combination are all possible options.

4. If you’re creating a campaign to target website visitors, name your list and fill out the form supplied.

You can target web page visitors, such as customers who visited a product page but did not add it to their shopping basket or users who went to your newsletter signup page but did not complete the form.

You can also target visitors who have been to pages with a specific tag. Use this to target shoppers who have participated in previous remarketing campaigns, are on several lists, or have distinct tags.

You may even dig down into when they visited your website, allowing you to target customers who browsed during major holidays such as Valentine’s Day or Christmas.

5. Once you’ve decided on the type of list you want to create, enter the URL of the page where the remarketing campaign will be applied (such as your checkout page, a specific product page, or a landing page).

Set Up Your Google Ads Remarketing Campaign

If putting up a Google remarketing campaign seems intimidating, here’s how to accomplish it in four simple steps.

Step 1: Create a New Campaign 

New Campaign

Start your Google remarketing campaign the same way you would any other campaign click “+ Campaign” in your Google Ads account.

Step 2: Choose Your Campaign Type

Shopping Ads

You will be invited to select a goal for your campaign; however, you may establish your campaign without selecting one if you like.

Next, choose the campaign type. The most simple option is Display, but depending on your campaign, you can also select Search, Shopping, or other categories.

You’ll also name your campaign and select the URL to send people to from your ad.

Step 3: Choose your Remarketing List

You’ll be taken to a page where you can create an ad group and ad. Click Remarketing Lists and then choose the list you want to target. You may also use this opportunity to display Gmail adverts to customers who have given your company their email address.

Step 4: Create an Ad and Publish It 

After you’ve chosen your remarketing list, you may proceed to develop the images and copy for your ad campaign, as well as the budget and timeline. Do this as you would with any other form of ad campaign, and then click Publish when you’re ready for it to go live.

To run a search campaign, follow the steps below:

Create a Google Search campaign: When building your advertising campaign, select the Search option.
Choose the keywords: Decide the keywords you want to target with the campaign (for example, if you want to target buyers who have explored your leather handbags, include “leather handbags” as a keyword in the campaign).
Choose a remarketing list: Choose the buyers you wish to remarket to (i.e., those who have viewed any page containing the phrase “leather handbag”).
Create your advertisement: Write your ad copy and publish it when it’s ready to go live.

Use Google Analytics to Monitor the Success of the Campaign

You’re probably already using Google Analytics to track your store’s traffic and sessions. However, it is a critical tool for monitoring and measuring the effectiveness of your remarketing initiatives.

Here are some important methods to use Google Analytics to track your campaigns:

You’re probably already using Google Analytics to track your store’s traffic and sessions. However, it is a critical tool for monitoring and measuring the effectiveness of your remarketing initiatives.

Here are some important methods to use Google Analytics to track your campaigns:

Check for More Page Visits

At its most basic, Google Analytics will tell you whether there has been an increase in traffic to specific pages of your website. If you’re running an ad on a specific product page, you can check if the number of visitors has increased since your campaign began, as well as where they’re coming from.

Create Events

If you aim to attract customers to take specific activities when they visit your website, you can use Google Analytics to track whether the number of actions taken increases after your remarketing campaign is launched.

Test Remarketing Ads

To find out which ad campaigns are most effective, establish many ads and offer them to identical remarketing audiences. You may use Google Analytics to build several audiences with similar attributes and send them different versions of your campaign. This post explains how to build distinct audiences in Google Analytics.

Maintain control over your campaigns by checking their progress regularly, changing components that aren’t functioning well, and testing each campaign until it achieves the desired outcomes.

Boost Your Conversion Rates with a Remarketing Campaign

Remarketing is an excellent technique to re-engage distracted ecommerce website visitors. They’re hot leads since they’ve already expressed interest in your business, but they might simply need you to refresh their recollection. Instead of losing prospective customers as soon as they leave your site, you can entice them back with a well-planned strategy and ad campaigns that are highly targeted and relevant to their interests and browsing history.

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The Final Line

Remarketing is an effective digital marketing technique that allows businesses to reengage potential customers who have previously interacted with their brand. Businesses that target these people with personalized ads can improve brand memory, increase conversion rates, and maximize marketing ROI.

Remarketing provides several advantages, including improved brand awareness, higher client retention, and a more targeted advertising experience. Implementing a well-crafted campaign, whether through Google Ads, Meta Ads, or another platform, can greatly improve your marketing efforts.