What is REMARKETING (retargeting)? Types, benefits and operation

A website is ideal for attracting traffic, but how many times have you first entered a website and made a purchase on that first visit? Very few or none, right? It is not so strange when mentioning that only 2% of the visits you receive make a purchase on their first visit. So having high traffic probably won’t ensure you have a large number of sales. So how can we effectively get to that remaining 98%? Without a doubt, thanks to remarketing.

In this article you will obtain the necessary information to choose and create your appropriate remarketing strategy.

 

What is remarketing?

Remarketing or retargeting is a digital marketing technique, which consists of creating ad campaigns for users, who have previously interacted with your brand through your website, email or other content. Normally, it is known as “those ads that chase you on other websites, after having visited a page”.

The objective of this digital marketing technique is to impact again those users who already know your brand, and that there are many more opportunities for them to advance in your conversion funnel, until they become customers.

 

What is the difference between remarketing and retargeting?

The truth is that there is no difference between the two terms, in its essence it is the same. What happens is that Google calls it remarketing, and the rest of the solutions that exist in the market call it retargeting. In short, no consensus has been reached in the sector to use a single concept.

 

Types of remarketing

There are different types, we could classify them into 3 groups: Google ADS, social networks and emailing. We must choose the most appropriate option based on our objectives:

In Google ADS:

– Standard: it is the most used, it shows your ads on other web pages of the Display network to those who have previously visited a web.

– Dynamic: it is similar to the previous one, but this time it shows the announcements of the products or services, which you have shown interest. It works very well in e-commerce, and is recommended for online stores.

– Search: the ads will only be activated when the user has visited the web page and subsequently searches on Google. You can select those keywords or keywords with which you want the ad to be activated.

– For mobile applications: the ads displayed are related to a previously used mobile and tablet app.

– Video: in this case, the ads will appear if you have previously visited a video on Youtube.

– Distribution lists: we can carry out campaigns to email lists that we have collected, for example to former clients or potential clients who have left us their information to obtain more information.

 

In social networks:

The main difference from remarketing or retargeting in social networks, is that it does not show the ad on a web page that belongs to the display network, but shows it when the user enters their social networks such as Facebook, Instagram, Twitter or Linkedin.

– Facebook: There are different types on Facebook: video, interaction with your Facebook page, with dynamic product ads, and LeadGen ADS (it shows the ad to those who have previously left their data in a lead campaign).

– Twitter: Campaigning on Twitter is very similar to the procedure on Facebook. You can carry out campaigns from lists of visits to your website.

– Linkedin: With the professional social network par excellence, you can also reach users who have visited your website previously and impact them with your ads.

 

With email:

– Classic: this type basically activates the campaign once you have opened the email or also if you have opened and interacted with it, by clicking on a link.

– Abandoned cart: it is one of the main types of email retargeting that is used in an online store or e-commerce. It improves conversion rates, since it only sends a reminder email with the products that the user has left, in a cart without completing the purchase.

How does it work?

Well, now that we know what remarketing is and what types exist, it’s time to dig a little deeper and find out how it works.

A user accesses and browses our website, at which time said user is detected by means of a cookie (information sent by a website to the user’s browser, to recognize it on subsequent occasions and, to know its activity in a certain Web). Once said user has been marked by a cookie, it is added to a remarketing list for subsequent campaigns, which can only be seen by those users who belong to that list.

Main advantages of remarketing

Remarketing or retargeting can help you achieve more sales, a greater number of leads or increase the visibility and visibility of your brand.

High conversion power.  The main advantage of this type of campaign is that if it is carried out by a professional and it is well configured, it is highly effective, since it is easier to achieve conversions among an audience that already knows you.

Improve your reach. Thanks to the Google Display network or the large community that exists on Facebook and Instagram, you will be able to improve the reach of users who are really interested in your product.

High personalization of your audience. You can create personalized lists based on the behavior they have carried out on the web (visit a website or a product category), and the time since they carried out an action (in the last month). Based on the configuration of these criteria, high customization can be achieved.

Reminder power. As you have been able to see throughout the article, this technique helps you have great memory power for your brand.

Obtain relevant information. It allows you to obtain valuable data to improve your marketing strategy, you will be able to obtain detailed reports of each campaign and even KPIs in real time.

 

Tips to keep in mind

– If you do not have experience, I recommend that you have an agency or a specialized professional so that the campaign is carried out correctly. It should also be borne in mind that behind a remarketing campaign there must be a digital strategy, otherwise it is most likely that we will not achieve the expected results.

– You have to be especially careful not to continually show the same ad to the same person repeatedly, at this point lies the art of being effective or of considering your brand as spam.

– Do not use the same ad for the different audiences you have. Create multiple lists to offer a campaign as personalized as possible. This will help you achieve a better conversion rate and better results.

– Measure, measure and measure again. Check what is working for you and enhance it, find and identify what is not working for you and change it. You already know that in digital marketing everything can be measured, and this will always help you improve.

– Remarketing is not only for multinationals, regardless of the size of your company, it is a good option to include in your digital marketing strategy, if you want to convert potential customers into satisfied customers.

Have you ever done a remarketing or retargeting campaign? What has been its result? Leave a comment and tell us!

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