What is Remarketing? Master the Art of Re-engaging Customers

what is Remarketing

Are you looking for powerful ways to re-engage customers and generate more sales? Wondering what is remarketing? Remarketing is an increasingly popular marketing tactic that allows businesses to recapture the attention of people who have visited their websites or used their apps but have yet to convert. One of the most effective ways to achieve this is through a Google Ads Remarketing Campaign. With its targeted approach, it’s no wonder why many digital marketers are turning towards this technique. 

In this guide, we’ll be providing a complete overview of what remarketing is exactly and how you can use it effectively in your business to drive qualified leads, boost conversions and increase profits. So if you’re ready to take your customer engagement strategy up a notch, read on!

Key Takeaways From This Article:

  • What is Remarketing – Definition and Background 
  • How Remarketing Works
  • Different Types of Remarketing
  • Why You Should Use Remarketing to Reach Customers
  • Setting Up a Remarketing Campaign 
  • Strategies for Optimising Your Remarketing Campaigns 

What is Remarketing – Definition and Background 

Remarketing is a digital marketing strategy that focuses on reconnecting with users who have previously shown an interest in a product or service. It is a way to re-engage customers based on their past purchases and interactions with the business.

If your article is helpful and informative, they likely have a positive impression of your brand.” – Amazon

Remarketing is a powerful advertising technique that helps businesses connect with customers and bolster their chances of making sales. It works by displaying ads to people who have previously visited your website across various platforms, like SERPs, display networks, email campaigns, etc. Leveraging this strategy can hugely benefit any business looking to make more conversions.

Remarketing is an effective way to stay at the top of consumers’ minds and ultimately persuade them to return and make a purchase. Through remarketing, companies can target people who have previously shown interest in their product or service, making it much more likely for these customers to convert into paying ones. Moreover, businesses can customise their ads based on user behaviour to deliver messages resonating with the right audience – creating a truly personalised experience.

How Remarketing Works

Remarketing is a marketing strategy that focuses on reconnecting with customers who have previously interacted with your business. It works by placing targeted ads in front of these users as they browse the web, reminding them of your product or service and encouraging them to return.

The process starts when a user visits your website and leaves without making a purchase or completing any other desired action. You can then target this user with ads tailored specifically to their interests and needs. This helps keep your brand top-of-mind and encourages the user to return and complete their desired action.

Remarketing can be a powerful tool for business success when combined with other methods like SEO and PPC. Strategically deployed, it has the potential to raise sales levels significantly and reach out to audiences who may never have encountered your brand before, increasing recognition and paving the path towards lasting customer relationships.

Today,  68% of marketing agencies now have an allocation for remarketing.

Different Types of Remarketing

Several different types of remarketing campaigns can be utilised to reach the desired audience and boost sales.

Display Remarketing

Display remarketing is one type of remarketing campaign that uses Google’s display network to target ads to people who have recently visited your website and custom lists of those who have taken certain actions. It allows you to create banners and text ads tailored to those users to encourage them to convert.

Search Engine Remarketing

Search engine marketing (SEM) retargeting utilises search engine queries to target audiences with relevant ads. This type of retargeting requires careful analysis of the keywords visitors use on the search engine with intent signals from the associated queries. You can create targeted ads and messages that increase conversions by researching keywords and studying these keyword behaviours.

Social Media Remarketing

Social media remarketing uses information from social networks such as Facebook, Twitter, and Instagram to serve ads tailored to each user’s interests and preferences. Through detailed insights into user behaviours, businesses can craft more effective messages that impact potential customers at a deeper level.

Email Remarketing

Email remarketing helps build customer relationships by delivering personalised emails based on their past activity on your website or app. By tracking customer activity, companies can send customised offers and messages based on their individual needs, interests, and preferences—ultimately leading to higher conversion rates.

Woman typing on laptop

Remarketing vs Retargeting

Remarketing and retargeting are two powerful marketing strategies used to re-engage audiences who have interacted with a brand. Although they are often used interchangeably, there are key differences between the two that paid media advertisers should be aware of.

Retargeting mainly uses paid ads to get people who have been to your website or social media profiles back into the conversation. This type of marketing involves showing ads via browser cookies to users who have already visited your site to encourage them to come back and complete an action, such as making a purchase.

Remarketing, on the other hand, is primarily email-based and focuses on re-engaging past customers. It involves sending emails with personalised content based on user behaviour, such as abandoned cart emails or product recommendations. This type of content marketing is localised on one platform and can be used to increase customer retention and boost sales.

Both remarketing and retargeting can be effective strategies for driving conversions and increasing ROI when used correctly. Marketers need to understand the differences between the two to choose the right approach for their business goals.

Why You Should Use Remarketing to Reach Customers

Remarketing is a powerful tool that enables you to re-engage customers and boost your brand’s presence with targeted campaigns. This type of marketing allows you to communicate with previous visitors who may have left your website before taking action, such as making a purchase.

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You can even reach out to people who already purchased from you to possibly entice them into attempting another transaction or give feedback on their experience. It’s also beneficial because it can display ads tailored to an individual’s specific browsing history and interests, thus helping you to provide highly relevant content that resonates more strongly with viewers and keeps them engaged. 

Using remarketing in combination with other marketing tactics provides a comprehensive approach that can greatly increase your return on investment over time.

Setting Up a Remarketing Campaign 

Setting up an effective remarketing campaign is the key to success in any digital marketing strategy. Setting up a remarketing campaign requires careful planning and execution. First, decide which platform you want to use for your campaign. Popular options include Google Ads, Facebook Ads, LinkedIn Ads, and Twitter Ads. 

Each platform has its own features and capabilities, so it’s important to research each before making a decision. Note, Google Analytics can be integrated with Google ads for remarketing purposes.

Once you’ve chosen the platform for your remarketing campaign, you must create an ad that resonates with your target audience. Ensure the ad is visually appealing and includes a strong call-to-action (CTA). You’ll also need to determine which audiences you want to target and how often they should see the ad.

It’s important to track the performance of your remarketing campaigns so you can make adjustments if needed. This will help ensure that your campaigns successfully drive conversions and generate sales for your business.

Strategies for Optimising Your Remarketing Campaigns 

Segmentation is one of the most important strategies for optimising your remarketing campaigns. Segmenting your audience allows you to target specific groups with tailored messages and offers that are more likely to resonate with them. You can segment by demographics, interests, behaviour, and more.

Geotargeting is another great strategy for optimising your remarketing campaigns. This allows you to target customers based on their geographical location so that you can tailor ads and offers specifically for them. For example, suppose you have a store in New York City. In that case, you could target customers in that area with ads about local events or promotions. 

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Using the conversion funnel is also important when optimising your remarketing campaigns. The conversion funnel consists of different stages where potential customers move from awareness through consideration and finally purchase. By targeting customers at each stage with relevant content and offers, you can increase the chances of them converting into paying customers.

Targeting visitors with high purchase intent is another great way to optimise your remarketing campaigns. This involves targeting those who have already shown interest in what you’re offering by visiting certain pages on your website or engaging with certain content on social media platforms like Facebook or Instagram. By targeting these visitors specifically, you can increase their chances of purchasing or taking other desired actions.

Best Practices for Effective Remarketing 

Installing the remarketing code on your website is one of the best practices for creating an effective remarketing campaign. This code will allow you to track visitors’ activity on your site to create targeted lists of people who have visited specific pages or taken certain actions. 

Once the code is installed, you’ll need to decide how long you want each list membership duration to be – this will determine how often visitors are added or removed from each list.

It’s also important to develop a clear strategy for your remarketing campaigns, as this will help ensure their success. 

Consider what goals and objectives you want to achieve with each campaign and what kind of messaging and visuals you want to use to engage potential customers. Ensure that your privacy policy is up-to-date so visitors know how their data is being used.

When setting up display remarketing lists, creating labels for each area of interest you’re targeting is helpful. This will make it easier for you to segment audiences according to their interests and behaviours on your website. Additionally, tracking campaigns in analytics can help inform decisions about which audiences should be targeted with specific ads.

Final Thoughts

Remarketing is a powerful tool for business owners and should not be ignored. Being able to re-engage customers is an invaluable asset, with the potential to create strong connections and trust between you and them. 

With a well-planned remarketing campaign, complete with clear goals, strategies, best practices, and more, you have all the pieces necessary to capture leads, increase website visits, build brand loyalty, and boost conversions. 

It takes dedication and effort to master the art of remarketing. Still, if you commit yourself fully, it will undoubtedly be worth the outcome. So don’t hesitate – jump right in with both feet and reap the benefits of remarketing today!

For tailored advice on how you can not only efficiently remarket to your customers, but also bring in new ones contact us today.

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