Remarketing is a rapidly growing aspect of digital marketing. It allows a marketer to continue the conversation with a user and increase the likelihood of conversion or sale that will enhance the value of a customer. It is a type of strategy that entails manifestation of ads to people who have visited your website or have used your mobile app. A remarketing campaign is an effective way of increasing your sales conversions, it gives you a chance to reach out to your customers when they visit your site. They tag with a special cookie allowing you to advertise to them online. It offers a means of re-engaging costumers who might have been browsing pages on your site but did not follow through with a conversion.

As advised by the Founder and CEO of The Woodhouse Day Spas, Jeni Garrett.

“Remarketing is great for small business owners because it has a lower cost per acquisition, with the impression conversion rates, you can move through your sales cycle fast and for a much lower cost since it helps to encourage those lost conversions to come back”.

For Jason Hobbs, founder of a digital marketing company, The Found Group. “Remarketing is so powerful because it allows marketers the opportunity to continue the conversation that otherwise may have only been a 30-second decision on the part of the consumer. When someone comes across the website of a small business, the potential consumer’s initial experience may not be enough for him to make a decision. That’s where remarketing comes in”.

Uber India’s Business Head, Raj Beri said, “It used to be that only large, data-centric organizations were able to invest data mining. But small businesses across all industries now have access to the tracking tools necessary to take advantage of digital remarketing. With simple to use third-party tools and services available now from companies like Google, it has never been easier for small players to set up their remarketing campaigns”.

What is a Remarketing Campaign?

A remarketing campaign is a vital type of strategy for the conversion of customers on your website. When the strategy is mismanaged, it can badly affect all of your remarketing efforts. The right campaign ensures that your needs have been addressed.

What are the types of remarketing strategies?

1. Google Display Remarketing

Refine your target

Set up your google remarketing campaign to only reach those people who visited your pages through paid effort but no conversion.

Stay away from unwanted associations

On remarketing, you are following your visitors on whichever site they visit, as long as the website that they are surfing is in Google Display Network or GDN.

But not all sites are created equal and you have to make sure that the site where your ad is going to show up has a good reputation and standing. You also don’t want people to have a misconception about your brand that it is connected to a specific topic or site where your ad shows up.

Consider frequency capping

Frequency capping is one of the keys in optimizing your remarketing campaign to prevent banner ad burnout, this happens when visitors are overexposed to your ads that cause a drop on call to action.  It also limits the number of times your ads show up to the same user.

2. Google Remarketing Lists for Search Ads (RLSA)

Use keywords with high potential

Your targeting for this strategy is based on keywords. Use keywords from your main search campaigns that have a ratio of high Click-through Rate (CTR) and low in conversion rate. Because you already managed to attract your customers with relevant engaging ads but was not yet convinced on your product.

It is also good to put those keywords together that your keywords trigger. Meaning you may consider using your competitors’ keywords and remove keywords like how, what or where that triggers irrelevant search terms.

Tailor your Ad Copy

Persuade your audience with a unique ad copy that is different from what they encountered before. You may highlight your unique value proposition, specify its features and benefits, be precise with your message and you may also offer a discount or promo to make it stand out on the search engine results page.

3. Google Custom Audience (Contact List)

This lets you use both search and display marketing through uploading customer data with the likes of email, phone number, or first and last name that you have collected from websites, physical stores, mobile apps, or on-ground events.

Once you have the list, you can do the following:

– Use broad match keywords

– Tailor copy to speak to a specific audience

4. YouTube Remarketing

Choosing an audience

While doing this, make sure that you have a short period to send your message about your product or service.  It is best to target those people already had exposure and good engagement in your ad or have an idea about your brand.

Choosing an ad format

Based on a study, ads that have a better performance are skippable and display. Your ads need to be eye-catching to grab attention, this could lead to driving clicks and key to landing pages.

5. Email Remarketing

This is the original channel for remarketing. With the use of all the lead forms that people filled up on your website, you can create a large database of emails. With the help of an email list, you can retarget all your site visitors regardless if they made a purchase or not.

6. Facebook Pixel Remarketing

With the use of pixel as an analytics tool, you can get a code that you can put on your website that fires off cookies that track site visitors. You can use its targeting data to help you build a lookalike audience of people who have similar likes, interests, and demographics to people who are already interacting with your website.

Difference between Remarketing and Retargeting

The difference between remarketing and retargeting is the approach. Retargeting involves showing ads to potential customers based on your captured cookies while the customers are surfing your website. While remarketing is typically associated with re-engaging customers through email marketing. These emails are triggered by actions that visitors take on a brand’s website.

Importance of Remarketing

1. It helps in the increase in your conversion rate

2. It attracts the attention of your competitors’ customers.

3. It allows you to target people who have visited and viewed your items on another website.

You may also want to read: Target Market: How to Determine Your Target Audience Properly