In short, remarketing consists of creating personalized ad campaigns (usually display ads) for users who have previously visited your website or other content. This concept was generically known as retargeting for any marketing action or type. However, Google decided to give it its own name: remarketing, and it has become very popular in recent years, so much so that both concepts are now used generically.
Thebasic concept of remarketingis therefore to reach users who already know your brand or products and who therefore have many more opportunities to convert. It involves creating several increasingly personalized impacts, encouraging the user to move forward through the conversion funnel.
The most popularremarketingtool on the market today is Google Ads, so I will focus on that for this article. Of course, the basic concepts can also be applied to other tools.
The process can be summarized inthree steps:
- The user visits our website or consumes content from our brand.
- That user is marked with a cookie and added to a remarketing list whose parameters we have previously defined.
- An ad campaign is carried out targeting that list, meaning that only users who are part of it will be able to see it.
Depending on how users are recruited to the list and what type of ads are shown to them, we can distinguish between differenttypes of remarketing:
- Standard: Shows display ads to people who have previously visited a page. Ads appear on websites and apps in the display network (in the case of Google Ads, this includes more than two million sites).
- Dynamic: similar to the previous one, but with the feature of displaying personalized ads based on the products and services that users have viewed on the website.
- For mobile applications: in this case, ads are displayed specifically on mobile applications and websites.
- For search network ads: these types of campaigns do not include display ads, but are shown when users who have already visited the website are searching on Google. This allows you to refine your target audience significantly: people who have already visited your website and who continue to search for products and services related to yours.
- Video: In video remarketing, users are not captured for the list when they visit a website, but when they interact with videos or 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 previously compiled list of emails, for example, our newsletter subscribers.
How does remarketing work?
If you are interested in creating your ownremarketing campaigns, you should know that they are very easy to use. Just follow these steps:
- Accede a tu cuenta de Google Ads (o la herramienta publicitaria que corresponda) yobtén tu etiqueta de remarketing. Esta etiqueta es un código HTML que deberás insertar en todas las páginas de tu sitio web antes de que se cierre la etiqueta </body>.
- Create one or more remarketing lists. These lists include users who have performed a specific action on your website, so you can configure them according to your objectives. For example, you can make a list of all visitors to your website in the last month or those who have visited a specific page. You can even segment based on where the user is in the conversion funnel, for example, people who added a product to their cart but never completed the purchase. Once the list is set up, you may have to wait a few days or weeks for it to reach the minimum number of users required.
- Launch your campaign. Create a new remarketing campaign and choose your desired audience from the lists you have created. You can also configure the usual options: language, geographic area, bid, etc.
- Create one or more variants for your ads. If you are just starting out, you can experiment with different creatives usingA/B testing.This way, you can optimize your campaign by selecting the options that work best.
- You're now ready to publish your campaign!
Benefits of remarketing for your brand
- Maximum personalization for your audience. Personalizing remarketing lists offers endless options that you can take advantage of. Basically, there are two decisive factors you can play with: the action taken by users (for example, visiting page X) and the time elapsed since the action. This way, you can capture users with different interests and at different stages of the purchase cycle, offering them maximum personalization.
- Expandedreach. As we have already seen, Google's display network has more than two million websites and apps. Other retargeting tools, such as Facebook Ads, also offer truly impressive reach figures. In short, you can reach users who are potentially interested in your brand, wherever they are.
- Reminder of your brand. How many times have we visited a website and then forgotten about it? With remarketing, you can ensure that you remain in the memory of your visitors and potential customers and gradually nurture your relationship with them, always adapting to the stage of the process they are at.
- Adaptation toyour marketing objectives.Thanksto the different options for creating lists, user acquisition sites, and sites where ads are displayed, remarketing can be adapted to a wide variety of situations and objectives.
- Increasedconversions. This model makes it possible to reach users when they are most likely to convert, as they have already shown interest in the brand. By selecting the sites where ads are displayed, we can maximize the personalization of touchpoints for greater impact. You'll see your CTRs improve!
