Remarketing

The official definition of remarketing according to Google:

Remarketing can help people who have previously visited specific pages on your website to accomplish while visiting other sites in the Google Display Network.

Usually people visit the websites but not always indulge in any actions. So, remarketing is a technique which aims at reaching out to those people who have previously visited the website. Remarketing is done by showing ads to the potential customers all across the web.

In more simple words , It’s bringing back to customer who visited your site but did not perform any transaction.

This is something very similar to retargeting (but not same), as remarketing also uses the concept of small piece of code known as tag , added to each page of the website which helps to catch the users whenever they visit the site , the code helps to track the users and ultimately helping to form a remarketing lists using which they can be reached all across the web.

Types of Remarketing:

  • Remarketing for Display Network : Ads are shown to the visitors while they browse the web.
  • Remarketing lists for search Ads : Ads are shown to the visitors while they search for what they need.
  • Dynamic Remarketing : Visitors are shown dynamically created ads powered by your Google Merchant Center Account.This is used to reach out to the advertisers and the ads are created on the basis of how customers visited the site and what paged were viewed.
  • Remarketing for mobile apps : Ads are shown to the visitors who used mobile apps to visit the site.

What is Remarketing List?

Remarkting list is the collection of cookies and tags from people who have visited the site. In order to run the remarketing campaign successfully , remarketing lists plays the most important role. It helps in knowing all the potential customers which should be reached and can be right target.

Remarketing list can be created by going to the “shared library” in Adwords.

Once remarketing lists is created it is added to the ad group. Ad Group can vary depending on the type of remarketing campaign.

Working :

The most important step while starting the remarketing campaign is adding the remarketing tag to the site. A tag is a small piece of code usually added to footer of the webpage.

Once the remarketing tag is added to the webpage, remarketing lists are created . Remarketing lists are generally created for each webpage depending on the category of product. For example : Remarketing list can be named as “Gadget list”for the webpage containing electronic gadgets.So whenever a visitor visit this page , his cookie is added to the list so that he can be reached in future.

Remarketing campaigns needs to be designed in such a manner that they utilise the remarketing lists. Remarketing lists enables the business owners to reach out to the potential users with the ads related to the specific items that the customers were looking for.

Example: Suppose people looking for Sweaters visit the online store and checks out available items. These visitors can be added to a “Winter Wears” list , which would help in showing them ads related to winter wears.Then the ads related to winter wears can be shown to these visitors while they browse other websites.

Advantages of Remarketing:

  • Personal and targeted advertising – No unnecessary impressions but precise targeting of users
  • Name recognition increases
  • Top of mind – Once the user has shown interest on the product and then showing the ad with same product will keep that product on top of his mind
  • More conversion – Easy to get the user convert who has shown some interest
  • Lower cost per conversion – By focusing to a very specific audience, you avoid irrelevant ads leading to a more efficient management of the budget

Disadvantages of Remarketing:

  • High content Spam
  • Overload banners
  • No control over placement

Remarketing Strategies:

Remarketing in itself is not difficult. Good and efficient remarketing is an art. “The sky is the limit”. Here the principle is Be creative with other words and do not focus just to people who have visited the site.

A few simple strategies:

  • Visitors without a conversion : if you have a configurator application for a car brand, focus your remarketing campaign to people who have completed the full configurator yet no info brochure or appointment asked.
  • Visit time : a visitor who has done your Christmas shop, a purchase can be re interested in a purchase for the Christmas period.
  • Cross-selling : someone who has bought a printer may also be interested in printing paper and cartridges for this.

USES and BEST Practices for Remarketing :

  • Usually people add items in their shopping cart but don’t purchase them. So, remarketing lists can be created in such a way that helps in reaching out to users who visited the site and added the items in their shopping cart.
  • Remarketing helps in reaching out to the customers when they are most likely to buy.
  • Ads with special discounts on the items which the visitors is interested in , helps in pulling the customer back to the site.
  • Large no. of users can be reached out , that too multiple times in a day.
  • Ads can be shown only to those websites where they get better response , this would improve the performance of remarketing campaign.

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