You may have noticed how some websites have a tendency to reappear before our eyes again and again, after we have paid them a virtual visit. In fact, they seem to be everywhere, both in the ad spaces of our inbox and on other sites we visit. Many of us believe Google is responsible for this advertising loop, but we are wrong. If we have to point to the real culprit, we should point our finger at these pages that use remarketing to appear even in our dreams (just kidding).
And although many people tend to find it a somewhat annoying strategy, the reality is that it is a powerful advertising tool that delivers good results for online businesses. Above all because it helps them increase their visibility and their sales.
But What is remarketing really? How do those companies we visit manage to appear everywhere while we browse the web? In this post we will unravel the best-kept secret of some online businesses.
What is remarketing?
The remarketing is also called “retargeting” in English, meaning “re-targeting”, and it consists of an advertising technique of Digital Marketing that allows us to follow up with users who already know our business or our offers.
For example, when an internet user visits our website, we have the chance to show them a new advertising message so they can get our product.
In other words, this advertising program lets us reach past visitors to our website when they search on Google. It can also make us visible even when they are on our competitors’ pages or browsing their favorite social network.
How to use it?
To make use of remarketing, we first need a website that generates visits. On this site we need to install tracking tools such as Facebook Pixel o Google Ads to identify visitors. This way, we can define key scenarios and events that will trigger the right campaigns.
If we want our technique to work effectively, it is important to correctly identify and distinguish each type of visitor based on their behavior. After all, we will not address someone who abandoned their cart without completing the purchase in the same way as a user who simply visited our website.
Here are the steps to run a remarketing With whose help? Google’s, so the American giant will be our main accomplice. Let’s go:
You need to create a list
For apply this advertising technique on Google, we first need to create a list. A list? But a list of what? In short, the list of internet users who have visited our website.
This is done by placing a code snippet, which we will find in our interface for Google Ads on every page of our site. If we wish, we can also place this code in the footer.
Make other lists
Once we have successfully recorded a certain number of visitors, we need to create the lists. But isn’t that what we did before? Not exactly! By embedding the code on our website, we simply took an inventory of the people who visited us.
Now we need to make “retargeting” lists. We can decide to make just one or several.
Example of how to make the lists
Let’s say we sell chocolates and coffee. And we notice that one user reached the “Chocolates” category of our site after searching for “creamy chocolates” on Google. Another typed “black coffee” into the search engine and landed directly on the “coffee” category of our page.
To remarket our products in the best way, ideally the first visitor will see ads related to chocolates and the second, ads related to coffee. So we have the option of making a single list with an ad about chocolates and/or coffee, but we risk offering chocolates to one of our visitors who wanted coffee and vice versa.
As always, Google offers us the best solution. We can also decide to make two lists:
- The first could be called “Chocolate list” and will target everyone who has visited the “chocolates” category, while we show an ad with a message about our coffee.
- The second will similarly target those interested in coffee.
With Google, we can also choose to apply remarketing in different ways depending on our purpose and type of campaign.
Why use “retargeting”?
Based on our business needs and goals, it is possible to use remarketing. What does this mean? That we can focus our campaign on achieving a specific goal, such as:
- Increasing traffic.
- Boosting sales.
- Raising the conversion rate.
- Getting more newsletter subscriptions.
It is worth noting that marketing specialists and the most experienced online merchants usually consider “retargeting” an important tool for better targeting customers and increasing conversion rates. Of course, this technique is also used by companies that want to increase their online visibility.
Conclusions
The remarketing will be a very powerful digital marketing tool, as long as it is set up correctly and well structured from the ground up. However, despite the many advantages it offers, this strategy is often heavily neglected by most companies with an online presence.
The reason: a lack of awareness of how effective it is. So we hope this post encourages you to create a “retargeting” campaign, with the guidance of our digital marketing experts. Go ahead, write to us!
With two master's degrees in Online Marketing, Digital Strategy, and Graphic Design, I am now a specialist in content marketing, always focused on SEO and digital strategy. And I love it. We're going to achieve great things together in the future. In fact, we're already doing so.