What is ReMarketing?

What is Remarketing?

Remarketing, also known as retargeting, is a digital marketing strategy that involves showing ads to users who have previously visited your website or interacted with your brand. The primary goal of remarketing is to re-engage these users and encourage them to return to your site and complete a desired action, such as making a purchase or filling out a contact form.

How Does Remarketing Work?

Remarketing works by using cookies or tracking pixels to collect data about users who visit your website. When a user visits your site, a small piece of code (usually called a pixel) is placed on their browser. This code tracks their activity and allows you to show targeted ads to them as they browse other websites or use social media platforms.

Key Components

1. Pixel/Tag: A piece of code added to your website to track visitors.
2. Audience Lists: Segments of users based on their behaviour on your site (e.g., product viewers, cart abandoners).
3. Ad Platforms: Networks where your ads will be displayed (e.g., Google Display Network, Facebook).
4. Ad Creatives: The actual advertisements shown to users.

Types of Remarketing

Remarketing can be implemented in various ways, each serving different purposes and offering unique advantages.

Standard

Standard remarketing involves displaying ads to past visitors as they browse other websites within the Google Display Network or use Google Search. This type helps keep your brand top-of-mind and encourages return visits.

Dynamic

Dynamic remarketing takes personalisation to the next level by showing ads featuring specific products or services that users viewed on your website. This highly targeted approach increases the likelihood of conversions by reminding users of items they were interested in.

Remarketing Lists for Search Ads (RLSA)

RLSA allows you to customise search ads for users who have previously visited your website. You can adjust your bids and ad copy to better target these high-intent users when they perform searches related to your products or services.

Video

Video remarketing involves showing ads to users who have interacted with your YouTube videos or channel. These ads can be displayed on YouTube or across the Google Display Network.

Social Media

Social media platforms like Facebook, Instagram, LinkedIn, and Twitter offer remarketing options that allow you to show ads to users who have previously engaged with your brand on these platforms.

Benefits

Remarketing offers several significant benefits that can enhance your overall digital marketing strategy:

1. Increased Conversions: By targeting users who have already shown interest in your products or services, remarketing helps drive higher conversion rates.
2. Enhanced Brand Recall: Consistent exposure to your brand through remarketing ads keeps your business top-of-mind for potential customers.
3. Improved ROI: Remarketing campaigns typically yield a higher return on investment (ROI) as they target users with a demonstrated interest in your offerings.
4. Personalised User Experience: Dynamic remarketing allows for highly personalised ads, increasing the relevance and effectiveness of your campaigns.
5. Cost-Effective: Remarketing can be more cost-effective than other forms of advertising since it targets users who are already familiar with your brand.

Setting Up a Remarketing Campaign

Setting up a remarketing campaign involves several steps, from adding the necessary tracking code to creating targeted ads. Here’s a detailed guide on how to set up a remarketing campaign on Google Ads:

Set Up Remarketing Tag

1. Create a Google Ads Account: If you don’t already have one, sign up for a Google Ads account.
2. Access Audience Manager: In Google Ads, navigate to the “Tools & Settings” menu and select “Audience Manager” under the “Shared Library” section.
3. Set Up Remarketing Tag: Click on “Audience sources” and select “Set up” under “Google Ads tag.” Follow the prompts to generate your remarketing tag.
4. Add Tag to Website: Copy the tag code and add it to the header section of your website. Ensure it is placed on all pages you want to track.

Create Audience Lists

1. Define Audience Segments: In Audience Manager, click on “Audience lists” and then “Create audience.” Define segments based on user behaviour, such as visitors to specific pages, past purchasers, or cart abandoners.
2. Set Membership Duration: Determine how long users should stay in your remarketing list (e.g., 30 days, 90 days).

Create Remarketing Ads

1. Design Ad Creatives: Create visually appealing and relevant ad creatives that resonate with your target audience. Use clear CTAs to encourage users to take action.
2. Select Ad Formats: Choose from various ad formats, including display ads, search ads, video ads, and social media ads.

Set Up Remarketing Campaign

1. Create a New Campaign: In Google Ads, click on the “Campaigns” tab and select “New Campaign.”
2. Choose Campaign Goal: Select a goal that aligns with your objectives, such as “Sales” or “Leads.”
3. Select Campaign Type: Choose “Display” for standard remarketing or “Search” for RLSA.
4. Configure Campaign Settings: Set your budget, targeting options, and ad placements. Under “Audiences,” select the remarketing lists you created.
5. Launch Campaign: Review your settings and launch the campaign.

Best Practices

To maximise the effectiveness of your campaigns, consider the following best practices:

1. Segment Your Audience: Create detailed audience segments based on user behaviour to deliver more personalised and relevant ads.
2. Frequency Capping: Limit the number of times your ads are shown to the same user to avoid ad fatigue.
3. Use Dynamic Remarketing: Implement dynamic remarketing to display personalised ads featuring products or services users viewed on your site.
4. A/B Testing: Continuously test different ad creatives, CTAs, and landing pages to optimise performance.
5. Leverage Exclusions: Exclude users who have already converted to prevent wasting ad spend on unnecessary impressions.

Remarketing is a powerful digital marketing strategy that allows you to re-engage users who have shown interest in your brand. By understanding what remarketing is, how it works, and how to implement it effectively, you can significantly enhance your marketing efforts and drive higher conversions. Follow the steps outlined in this guide to set up and optimise your remarketing campaigns, and watch as your business reaps the benefits of this targeted advertising approach.

Ready to harness the power of remarketing? Start setting up your campaigns today and keep your brand at the forefront of your audience’s mind!