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Remarketing is a strategy that allows you to show ads to users who have visited your website but have not used your offer. This way, you can encourage them to buy by reminding them of your proposal. Not every user makes purchases immediately after getting to know the product. Sometimes the client postpones this process for later – remarketing increases the chance that the user will use your offer and not the suggestions of the competition.
What is remarketing?
Remarketing is based on displaying paid ads to a narrow group of users – these may be potential customers in the online store. How does it look in practice? If you regularly use the web and order online from time to time, it is possible that you have also come across offers resulting from remarketing . Various tools are used to set up this type of campaign, but the basic ones are Facebook (for remarketing in social media) and Google Ads (for remarketing on websites and in the search engine).
Imagine that the winter season is approaching, so you want to buy a warm jacket. You are browsing the online store’s offer, but you do not know which model to choose exactly. As a result, you postpone your purchase. It is very possible that in the near future you will come across advertisements published especially for you using remarketing . Promotional materials with winter jackets can be found on social media, on various websites and portals, and even in the search engine. Thus, the seller wants to encourage you to take advantage of the offer, as you are likely to be constantly planning your purchase.
Types of remarketing
There are various ways to remarketing. Due to the popularity of Google and Facebook, we will focus on them. It is thanks to them that you can effectively encourage potential customers to take advantage of the offer.
Google Ads Remarketing
Google Ads is a great remarketing solution for any industry. This tool offers many more possibilities than Facebook. In this case, we distinguish the following types of remarketing:
Standard – these are ads displayed to users who have visited your website and then browse other websites belonging to the Google advertising network. This is the basic method of remarketing that is very popular.
Dynamic – using dynamic remarketing, you can advertise products and services that users visiting your website have learned about. Therefore, sponsored materials will be tailored to the needs of Internet users, which increases the chance of being clicked.
Remarketing lists for Search Ads (RLSA) – Ads will be displayed on the search engine. Thanks to RLSA, a remarketing campaign can be configured in detail.
Video remarketing – this is displaying ads to people who have interacted with your video material or YouTube channel.
Customer-targeted remarketing is a way to define your audience in detail. The whole thing is to send a list with contact details. If a user signs in to their Google Account, they’ll receive personalized ads from the remarketing campaign.
Another way to remarketing is to invest in Facebook ads. This is an ideal solution for industries in which social media plays an important role. As an advertiser, you can determine:
- target audience;
- the place where the advertisement is displayed;
- advertising budget;
- ad schedule.
There are several types of promotional material on Facebook. If you want to sell, be sure to get to know:
- Carousel advertising;
- Advertising in the form of a collection;
- Instant materials;
- Dynamic ads.
Before you invest in remarketing, do an SXO audit
Remarketing is an effective e-commerce solution as long as your website is properly optimized. Very often, a low conversion rate or high bounce rate are the result of poor UX design. Therefore, before starting a remarketing campaign, it is worth thinking about an SXO audit.
By the abbreviation SXO, we mean Search Experience Optimization. It is a synergy of SEO and UX activities – such a strategy increases the conversion rate while increasing visibility on the web. If you want to value the traffic obtained through remarketing or positioning, implementing a comprehensive SXO audit is almost necessary. Otherwise, investment in Google Ads may be unprofitable. A visitor to your site must have positive impressions right from the start. Errors, long page loading times, glitches and shortcomings do not encourage you to buy. This is why UX is so important and has a positive impact on your conversion rate.
Remarketing – 10 tips
Remarketing is extremely useful and can work wonders. However, you need to know how to run such a campaign. Information on this subject is provided by Google in its special Help Panel. On the other hand, we will provide ten tips that you need to remember:
Too broad list of recipients – remarketing was created mainly to personalize ads as much as possible. So don’t throw all your users into one bag. Doing so will only reduce the effectiveness of the campaign.
Attractive ads – Remarketing is undoubtedly a brilliant solution, but don’t forget about the quality of the ads you publish. Take care of attractiveness and you will certainly increase the chance of clicking.
Cross-selling – this is known as cross-selling . With remarketing, you can offer complementary products to your customers. Someone bought a laptop? In that case, the ads may feature a mouse, a cooling pad or headphones.
Up-selling – an ideal proposition for potential customers who have not yet decided what product they will buy. Up-selling is about increasing the value of the basket by offering a slightly better (and at the same time more expensive) assortment.
Remarketing schedule – If possible, set your ad serving time, such as in the afternoon when everyone comes home from work and can make a purchase. This way you will reduce your remarketing expenditure.
Capping – in the configuration of an advertising network campaign, it is possible to set a limit on the number of times you see an ad for the same person. Too high values will cause the ad to be ignored and negatively affect your brand image. So limit the number of impressions. The optimal value is a maximum of 4-5 times a day.
Various channels – remarketing is allowed not only by Google Ads. It is worth thinking about investing in channels such as Facebook. In many industries, social media is capable of generating excellent sales results.
Use various remarketing methods – as you already know, Google Ads and Facebook have several types of remarketing. Use them in such a way as to achieve your goal. You don’t have to be limited to one form.
Analyze data – how much did remarketing cost you and what effects did it bring? Maybe it is worth changing something, improving it, or giving up something?
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