Remarketing – the wingman of every marketer?
Many of us assume that internet users hate online advertising. According to data collected by the Interactive Advertising Bureau, 26% of PC users and 15% of mobile device users have AdBlock.
On the other hand, a Hubspot study found that 77% of people would rather install ad -filtering software than block them entirely. This shows that internet users value the information they receive from ads, but these ads must be tailored to their needs, which also benefits advertisers.
So how can you reach potential customers with ads they'd like to see? One answer is remarketing . It's a great tool, especially if the sales process is long, complicated, or requires repeated consideration by the potential customer. But what exactly is remarketing , and how can you benefit from it?
What is remarketing in Google Ads?
Remarketing involves strategies aimed at reaching people who have already visited your website or shown interest in your products, services, or other marketing activities (e.g., watched a specific Facebook video ). This method helps you focus your efforts on potential customers who are further along in the sales funnel.
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Remarketing software can be used on specific pages of your website. For example, many companies track their customers' shopping carts, allowing them to remarket to those who abandoned their carts by displaying products they "almost" ordered.
Let's say you sell kitchen appliances. You could, for example, create a remarketing campaign targeting people with the keyword "blender." This would include those who visited your page with offers on various blenders. As a result, ads for your products will appear on other websites they visit later. You already know they are potentially interested in your products. You can then further encourage them to buy by mentioning free shipping in your ad or breaking down other barriers that may have led to them abandoning the page or shopping cart.
How does Google remarketing work?
To implement these methods, you need to add a piece of code to your website, also known as a remarketing tag or pixel (depending on where you want to display remarketing) . This allows your website visitors to be automatically added to your remarketing list via cookies. The code itself can be customized differently depending on specific subpages and categories.
For example, you may have separate lists for potential customers of different ages and those interested in different product/service categories.
Ads targeted to these groups will then appear on websites that accept ads from the Google Display Network. Of course, there are other channels where you can use remarketing.
What channels does remarketing use?
- Google Display Network
The network mentioned above is the most popular way to use remarketing in Google Ads . Your ads will appear in places that other website owners have made available for displaying Google ads. You can, of course, customize remarketing banners to display on specific topic pages or according to other criteria of your choosing.
- E-mail
You have the option to target people who are already on your mailing list. Since they've already signed up, they've already demonstrated some interest in your brand and products.
- Internet searches
This is a unique way to leverage Google Ads remarketing . This way, you'll reach people who entered search terms related to your offer. For example, they entered the names of the products you sell but didn't visit your website. Furthermore, you'll immediately begin targeting people who are interested in your competitors' offerings.
- Video
You can also reach people using YouTube with your ads . Your video ads will appear while watching content on the popular platform. You can also schedule video ads to be displayed to viewers in a specific order.
You can also use remarketing on Facebook or LinkedIn , for example , to reach your customers in a more "social" context. It's worth considering this option, as we currently spend the most time online on Facebook. We'll discuss Facebook remarketing in more detail in this post.
Benefits of remarketing
Remarketing on Google Ads and social media is a powerful tool, if you use it properly. Let's take a closer look at the benefits it offers.
- Increasing brand recognition
Returning ads to people potentially interested in your offerings helps remind them of your brand. Furthermore, such ads can also trigger recall of content viewed on your website.
- Better conversions
Reach people who are stuck in the sales process. For example, an online store might target customers who have made it all the way to the checkout stage. Another option is to only target leads who have downloaded content (e.g., an e-book) from your website.
- Greater advertising precision
Remarketing works so well because it allows retailers to tailor ads based on potential customers' past behavior. For example, if a visitor views a specific product page, the retargeted ad will display that specific product or others that might be of interest to someone searching for that solution.
Behavioral segmentation also offers interesting possibilities. Thanks to it, we don't have to display a standard ad, but one with tailored content.
- Flexible budget
As with other advertising tools from Google or Facebook , you have full control over your spending. You also get extensive reporting tools to help you make informed decisions.
- Less losses
In fact, the most important aspect of remarketing is reaching people who are no longer present on your company website/online store. The benefits mentioned above are simply part of this feature, which allows you to give your customers a "second chance." Therefore, remarketing on Google Ads and social media is particularly effective for strengthening brand awareness among potential customers.
Remarketing is therefore a great complement to advertising activities such as SEO , social media activity, and traditional forms of customer outreach. The reduction in losses will be so significant not only by preventing lead loss. The main reason will be that the potential customers you attract back already demonstrate a certain readiness to make a purchase or are "encountering" your brand again.
Summary
Remarketing offers truly amazing opportunities. It allows you to reach customers who may have seemed lost. If you're not yet using this method, it's definitely worth starting. Remember, of course, that it still requires attention to other advertising channels, such as SEO, social media, and email marketing. This combination will significantly improve your sales results. Need help implementing remarketing? Contact us!
Summary
The above article covers the following topics:
- remarketing as an effective way to reach users through tailored and more engaging ads,
- functioning of remarketing on Google,
- the availability of remarketing channels and their role in reaching users at different stages of the purchasing path,
- the advantages of remarketing, including increased brand recognition, improved conversions, precise targeting and effective advertising budget management.
