Why Every Marketer Should be Using Remarketing Ads

By Ben Nelson

Remarketing

What is remarketing?

At a high level, remarketing is a form of digital marketing that enables a site to show targeted ads to consumers who have already visited their site. These ads are served while past visitors are browsing the web, watching videos on YouTube, or even looking through their social media accounts. Remarketing is all around us, and it’s an excellent way of keeping your brand top-of-mind and inviting visitors to come back for more. Because past visitors who are already familiar with your brand are far more likely to turn into customers, remarketing also has the potential to dramatically improve your conversion rates and ROI.

In a Nutshell….

Remarketing vs. retargeting

While remarketing and retargeting have similar end goals, there are important differences in the strategic implementation of each. Retargeting is often referred to as online ad placements that target users who have interacted with a website in some way. Typically, third parties place the ads and show your ad on other sites. Retargeting is done using cookies.

Though very similar to retargeting, remarketing is a little different. Remarketing is often referred to as email campaigns that are able to re-engage customers in their inbox. For example, if a customer abandons their shopping cart, you can send them an email reminding them to go back and complete their purchase.

How does remarketing work?

Remarketing is a cookie-based technology that uses Javascript code to help track a user’s actions through different touch points as they engage on the site. Remarketing can be executed through various advertising platforms, commonly used with Google AdWords, Bing, and the Facebook/Instagram platform.

If you already advertise on any of these platforms, you take a small piece of code, also referred to as a pixel or tag, and place it on all pages of your website. The pixel is not visible to your site’s visitors and won’t affect the site’s performance.

Once you place the pixel on all pages of the site, or as many as your site platform or web master will allow, you will be able to build audience pools based on specific actions, pages, duration of time, and conversion completion to then re-engage with that audience. The goal is to recapture their attention in a unique way that would resonate with them.

For example, let’s say you own an ecommerce business that specializes in the sale of all-natural beauty products. You can tell through your Google Analytics account that many users are making it all the way to the “Cart” page but never actually purchasing the product.

So, you might create an “Added to Cart” remarketing audience based on those people. This way, you can show those specific visitors a highly targeted display ad that reminds them of the product that they added to their cart. We already know that they are interested in your beauty product, so now you can draw them back to complete their purchase.

What different types of remarketing are there?

In general, there are five distinct types of remarketing. Each one can be used individually, but it’s a good Go to the full article.

Source:: Business 2 Community

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