Remarketing is a digital marketing strategy that allows your Google Ads ads to appear more than once for users who have shown interest in your site.
We are sure that you have already heard about the numerous Digital Marketing strategies. But there are so many that you probably don’t remember even half of them, much less their concepts. Don’t worry!
In this article, we’ll cover one of the most confusing strategies – and one that is, at the same time, extremely effective in improving sales results. We talk about Remarketing.
What is this strategy, its advantages, how is it developed within Inbound Marketing, and how is it different from Retargeting.
What is Remarketing?
Remarketing means, put, advertising to the identical character again. The intention is to generate an impact more than quickly on someone who has already verified interest in the product. In practice, this strategy is applied through email campaigns responsible for reactivating the existing customers of a base, encouraging them to make a decision.
Remarketing can be used in different situations. It can be an email to remind a user about the products they added (and forgot) in their shopping cart or even notice a promotion on the site that may be of interest to that person in particular.
What are the advantages of Remarketing?
Remarketing has the objective of increasing conversions. It does so based on a simple idea: rarely do consumers purchase their first search.
According to Google Adwords data, only 3% of e-commerce visitors make an immediate conversion. This number can be even smaller when we talk about complex sales, such as those requiring a quote request.
And what is the role of Remarketing in all that? He allows your consumer to have more intimate contact with the brand through personalized messages in their inbox.
Thus, the visitor remembers your offer, continues to consider the purchase, and becomes more and more convinced that it is worth closing the deal.
You can think of this strategy as a version of follow-up applied to the world of digital marketing.
Still can’t see the benefits of this strategy? So, you know some data that we selected from the AgilOne Marketing personalization report :
- 58% of people like to receive emails notifying them that the products they searched for on the site are on sale;
- 51% said they appreciate receiving personalized emails and VIP treatment;
- 41% of adults between the ages of 25 and 34 appreciate receiving emails alerting them to shopping cart abandonment.
How do make Remarketing campaigns?
To put your Remarketing strategy into action, it is first necessary to create a plan, to facilitate the mapping of the leads at the different points of the purchase process: awareness, consideration, purchase, or loyalty.
For that, Remarketing uses the list system. It is very similar to the segmentation of email marketing.
Lists divide visitors to your site according to the type of action taken.
For example, the email for folks who handiest looked for a product might be special from the ones used for folks who regarded the charge; however, the thing withinside the cart and deserted it or finished the purchase.
Here are some examples of relevant lists you can create.
- Who bought more than $50 or $100 or $1000;
- Who signed up for your blog ;
- Who answered a survey;
- Who downloaded an ebook.
Starting from that, you can create templates with the content of the emails for each of these groups.
We also suggest using email marketing automation tools to help scale this process and centralize the information obtained with this method.
How do we integrate Remarketing and Inbound Marketing?
You can combine Remarketing with Inbound Marketing to create a powerful digital marketing strategy. Instead of limiting yourself to sending specific emails, you can promote content.
When you do, you encourage your visitors to become active. This is a different way of tackling one of the biggest problems with Inbound Marketing: many visitors do not come back to consume more content.
In other words, email triggering can be combined with landing page techniques to capture your audience further and generate leads.
He perceives that the use of Remarketing only focuses on accelerating the purchase decision. While the combination of these strategies makes it possible to create more opportunities for the consumer to enter and advance in your sales funnel.
And as we have already discussed in other articles, this is a method that has many advantages. In the end, you build a relationship before you sell.
Remarketing x Retargeting
If you got this far, you still have to ask yourself: if Remarketing has to do with the emails I receive, what are these ads that haunt me on the Internet?
Well, these ads are related to another strategy, Retargeting. Remarketing and Retargeting have similar names and a common goal – to re-engage visitors – but they are very different in practice.
But before going into detail about how Retargeting works and how it differs from the post’s topic, nothing is fairer than explaining why there is so much confusion between the two terms.
In addition to a similar loudness issue, Google has its retargeting tool, known as Remarketing. For this reason, the terms are often used as synonyms.
It sounds a bit different. But despite the search engine positioning, there is a consensus among experts that these strategies are different.
What is Retargeting?
Retargeting is focused on converting people who are already interested in your virtual store’s offers, for example, through the use of paid remarketing ads inserted in strategic places on online pages.
The word Targeting comes from English and means to point or look. “Retargeting,” therefore, means looking at the consumer again – because you direct the action towards a target, that is, that consumer who did not buy the first time.
What are the advantages of Retargeting?
You may be thinking that Retargeting is very similar to an ad campaign. So, is it worth investing in this stock? The answer is yes. She has many benefits from a common campaign.
- Retargeting is even more focused than an ad campaign.
He directs the ads only to those who entered your site. In other words, a user profile with high purchasing potential. This is exactly why the conversion rate of Retargeting is higher than the rate of ad campaigns in general.
- With Retargeting, the display frequency of ads is much higher.
Thus, the consumer who has already shown interest in your product once will not forget about your offer. The ad appears many times a day.
- In the case of visitors who abandon the cart, Retargeting and Remarketing can be the boost that was missing.
He helps eliminate indecision at checkout. Consider creating ads offering free shipping or discounts for visitors on the “abandoned cart” list.
Bonus: How to do Retargeting?
Retargeting may seem like a very simple strategy. However, it’s not enough to continually display ads to your site visitors, hoping they’ll give in to exhaustion.
If there was no planning, your Retargeting loses value. He is no longer relevant, the click rate drops, and your display position and ad cost will suffer. This is the same logic as a regular ad campaign.
As in the case of Remarketing, it will be necessary to create a plan. In this case, in addition to segmentation through contacts, they can also be made from visitors, such as:
- Who visited your site (the problem with this list is that it is too generic);
- Who visited more than five pages of your site;
- Who saw a product category or a specific product on your site;
- Who left a comment on your content;
- Who clicked on your profile link on social networks.
After creating this plan, it is time to apply the strategy. We won’t go into many technical details, but here’s a simplified explanation.
These cookies are a type of “beacon.” They are stored on your site visitor’s computer, linked to a tag embedded in your site’s code. When the visitor accesses other sites, Google will identify the cookie and display the ads you determined when creating the remarketing campaign.
It is worth remembering that the Retargeting period is normally 30 days. After the term, the cookies are turned off, and the visitor will no longer see your ads.
However, you can change the period. This setting needs to be aligned with your strategy.
For example, suppose you want to create a Retargeting campaign for those who signed up to try your product for free for 30 days. In this case, it is worth making a 35-day campaign – as some users may decide to buy the product after the trial period is over.
How to do retargeting in Google Ads?
Now, we will answer two interesting questions. How does Google promote Retargeting on other sites? And why would a recipe portal display advertisements for an appliance site?
As many know, Google is the largest search engine on the Internet. Therefore, you can display ads on your search page, which will generate a lot of results. It is what we call a search network.
However, Google also links to thousands of sites worldwide that participate in its affiliate program. These sites give up space for ads to be placed – in return, they receive value for each click. That’s what we call a display network.
It is worth noting that Google seeks to position ads on sites with a related theme. That’s why a fashion site will display ads for clothes or shoes.
This rule is more valid for common ad campaigns. It guarantees that the user who sees the ad is interested in it, which increases the chances of conversion.
In the case of Retargeting, this rule is worthless since the target is already a specific user who showed interest in that product.
In practice, display network ads have an advantage for a marketing strategy. They are more visually elaborated, allowing the creation of banners with different formats and sizes and the use of images and effects.
While Retargeting in the search network has the advantage that the user is looking for the topic when the ad is displayed, in other words, their predisposition to click is greater.
Tip: It is also possible to do Facebook Retargeting through ads focused on a personalized audience based on your site’s traffic history.
In this article, you better understand what Remarketing is, the difference between Retargeting, the techniques, and the benefits of each strategy.