Remarketing: know what it is about and the benefits

Have you heard the word remarketing, but don’t know what it is? Or, do you know what it is, but not how to implement it within your digital marketing strategy? You are in the right place because in this blog we tell you what it is about and what are the benefits of using it.

Perhaps on more than one occasion, you have noticed that some advertisements appear frequently after having visited a page related to that. They are chasing you! But there is nothing to worry about, rather you can learn why that happens and how you can take advantage of it for your projects. Ready to learn more? Let us begin!

First things first … what is Remarketing? 

Remarketing is a technique that allows you to create personalized ads aimed at users who have previously visited your content, products, and/or services on your website, blog, or social networks, which left without completing the purchase or conversion process. In other words, with remarketing we automatically collect the data of those users and then develop a specific campaign for that audience and obtain better results.

To see it more clearly, let’s review the following example:

Pablo decides to visit your eCommerce dedicated to the sale of men’s shoes. He clicks on a particular product, let’s say sports shoes, but … he ends up closing the site without buying them.

How do you remind Pablo that your eCommerce exists and that you have the sports shoes he is looking for? Remarketing can help you in that task, but how does it work?

We can explain it in three steps as Cyberclick sums it up, but using the example of our character:

  1. Pablo visits our website.
  2. We mark Pablo internally with a cookie and add him to a remarketing list with parameters that we have previously defined.
  3. We run an ad campaign targeting that list.

You can analyze this same process in this infographic prepared by AulaCM:

If you want to be very successful when immersing yourself in the world of remarketing, it would be worth taking into account the advice, speaker, and professor of digital marketing with more than 35,000 followers on Twitter: limit the frequency with which they are shown Ads so as not to tire and create all possible target audience lists, because the more lists you have, with different settings, the more personalized your ads can be and the better results you will get.

Now, there are several ways to apply this remarketing.

5 types of remarketing:

  1. Standard – This is the most common. You present an ad to Pablo who has previously visited your website, while he browses other web pages associated with the display network. This type is used, especially, to promote your brand or build customer loyalty.
  2. Dynamic: Paul is shown dynamic ads about the products or services he has previously visited. In your case, sports shoes.
  3. For mobile applications: the ads you show to Pablo are related to mobile applications or websites that he uses or has visited.
  4. Search: in this case, we will not present you with a display ad as in the previous ones, but rather, when Pablo has already visited our site and starts doing internet searches, in that search, for keywords previously chosen by us, our ad will appear.
  5. Video: it is more focused on users who visit videos on YouTube. That is, what would apply if Pablo has interacted with the videos that we have uploaded on our YouTube account. Ads are generally displayed on YouTube, on websites, and in mobile apps.

Advantages of remarketing 

We have already learned what remarketing is and how it works, but it is worth understanding why it can be very useful to implement it and what are its benefits. In particular, we want to highlight the three main benefits, taking into account what the eCommerce Observatory says :

  1. Branding: by making use of remarketing, your brand will become more visible to those people who have shown an interest in your site, products, services, and/or content. The intention is to ensure that you can remain in the memory of your visitors and potential customers, promote your brand, retain customers.
  2. High CTR: Remarketing can guarantee that you will receive a lot of clicks and, with that, a high CTR. When you carry out advertising campaigns with people who have already had, so be it, a minimum interaction with your site, you can get a higher number of clicks, which will increase the CTR of your ads.
  3. Segmentation: with remarketing your ads reach those who really interest you. By having personalized lists in your remarketing strategy, you should take advantage of two elements; the action carried out by users (Pablo’s entry into your eCommerce, for example, and the time elapsed since that action. So you can attract users with different interests and at different times in the purchase cycle and offer them maximum customization).

But in addition to those three, we must highlight a very important benefit: the increase in ROI (Return on investment). According to Postcron, the costs per impression can be very low, and with little money, you can get your ads played thousands of times.

Focusing resources directly on those potential customers who have already been interested in our products generate a much higher conversion rate with a similar number of clicks, therefore, the cost per conversion is between 20% and 30% lower than in other actions, as distinguished in the image:

We cannot ignore that the most popular remarketing tool on the market today is Google AdWords, of which InboundCycle describes some benefits. One, which allows you to create these highly personalized ads in a simple way, with options to create dynamic, attractive, and high-impact ads. And another, that our ads can appear on the more than two million websites of the Google Display Network, reaching more than 90% of internet users.

One last clarification!

The term remarketing is closely related to retargeting, but we do not want to end this blog without clarifying the relationship between the two. As Semrush explains, remarketing is broader and encompasses different communication channels or platforms. Retargeting, for its part, is a more focused resource, which is developed entirely in a digital medium through a pixel or tag. Although, it may be that when you search over both terms, you will definitely find that they are used synonymously.

You already know what remarketing is and how to take advantage of it. There is still much to discover about this powerful tool that will allow you to obtain better results in your content, products, and/or services on your website, blog, or social networks. Learn more and become an expert with our Digital Marketing course.

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