Know what remarketing is, what its function is and how to use it in your Digital Marketing strategy to get more results
Remarketing is an online advertising technique that displays ads to users who have already had contact with the brand, such as website access. To create remarketing lists with the desired audience, it is necessary to include a code on the website, provided by platforms such as Google Ads and Facebook Ads.
You’ve probably been “chased” by ad banners for some product or service you were researching previously: a ticket promotion to a certain destination, a sneaker, a discount on the clothing you were looking for.
No, this is not a coincidence, it is remarketing taking action.
Many people are impacted by remarketing, but they don’t know that they can also use it in favor of their business – both B2B and B2C.
In this post, Blue World City will explain the subject better and bring some tips when creating your campaign.
What is remarketing?
First of all, it’s good to make it clear that “remarketing” and “retargeting” are practically the same thing. The difference is that remarketing is what Google calls its own retargeting tool. Other platforms, such as AdRoll, Re Targeter and FetchBack, use the term retargeting themselves.
Retargeting comes from the English “target”, which means “target”. In other words, the idea of retargeting is to impact the same person more than once, with the ads that the user sees after the first search for the theme, a particular page visited or another type of interaction.
What is remarketing for?
The goal of remarketing is clear: to increase conversion, that is, sales.
That’s because not everyone who sees an ad for the first time chooses to make the purchase already. In fact, a very small number of users do this. According to data from Google Ads, in the case of ecommerce, 97% of visitors to a website do not convert on their first visit.
In complex sales, the conversion to quote requests or similar actions is even lower.
Thus, remarketing comes as a possibility to keep appearing to the customer who has not yet converted, so that while he thinks about it, he keeps the brand in mind.
From the user’s first contact with the company, until the purchase is made, there are different stages of the process. Here we can divide it into four different moments:
- Consciousness: when the person starts looking about the subject, without necessarily intending to buy;
- Consideration: when the person already has some knowledge and is considering the purchase (here you can enter price comparison, search for recommendations, etc.);
- Purchase: no need to say much – when the person makes the purchase itself;
- Loyalty: post-purchase moment, when the intention is to focus on a new conversion.
Thus, with a well-structured remarketing plan, it is possible to reach users at different stages of this funnel and take them to the next stage.
How does remarketing work?
The working system is simple, and I’ll take Google Ads as an example.
You’re searching Google for “Digital Marketing Software” and clicking a paid ad on the results page.
When you enter the ad website, a cookie, which acts like a stamp, is stored on your computer. This makes it possible for Google to identify you and later display ads for you from this same site on other partner sites that open up space for ads (Display Network and YouTube) or on results pages (Search Network).
This way, you will be impacted by new ads for a while to convince you to convert. Usually, the remarketing period is 30 days, but it can vary depending on the platform and the settings used.
Ways to remarket on Google Ads: Display and Search Networks
On Google Ads there are basically two main ways to do remarketing: on the Display network and on the Search network. Do you know the difference?
Remarketing on the Display Network
The Display Network works as a group of partner sites that provide a space within their site pages for serving paid ads.
These spaces are used for displaying banners to users who are on a remarketing list – and that’s where you see those promotions that chase you on different sites.
Each remarketing platform has agreements to set up its own Display Network, so whichever you choose, your ads will appear on that platform’s network sites.
Partnerships are often made, so that the same site can display ads from different networks.
On Youtube, we can also perform remarketing, which can be before the video or during it.
Remarketing on the Search Network
There is even the option to use Search Network remarketing. In it, ads are displayed on the results page itself.
The Search Network itself includes Google Search, Google Maps, and Google Shopping, Google Images, Google Groups, and search partner sites.
The format of ads on the Search Network is different than on Display. While on Display it is possible to make banners with images and different sizes, on the Search Network the format is the standard Ads ad, with limited text.
But the biggest difference between the Display Network and the Search Network is that at first, the retargeting banners will appear to the user on partner sites they visit, even if they’re not after that content. On the Search Network, the ads are shown when the user is again looking for the topic on the Google search page – that is, he is in a moment of interest and the chances of conversion are great.
Sample format on the Search Network: The format is the same as for traditional paid advertising.
More forms of remarketing: Facebook and Instagram
Another option to be explored is Facebook remarketing, which works similarly to the Display Network. Remarketing ads appear within the social network, whether in the news feed, in the sidebar, or even in Messenger and in groups.
As with Facebook, it is possible to recharge on Instagram. And that’s why you’ve probably been impacted by an ad for a brand that you interacted with or a product that you almost checked out but abandoned in your cart.
Remarketing on Facebook/Instagram is done through partner companies such as Perfect Audience and AdRoll.
You may ask: but which form of remarketing is better?
The answer will depend on the strategies you devise for your business. The ideal is to research the possibilities and think about how it is possible to adapt the formats to your reality. The tip is to experiment with different formats to always improve your campaigns.
In this post, we will continue focusing on remarketing for Google Ads. If you are interested in the subject and want to know how it works on Facebook,
How to create a remarketing campaign on Google
The main objective of doing a retargeting campaign on the Search Network is to keep appearing to the user when he researches on the subject so that the offer can appear to him at different stages of his buying journey, such as when researching about the product, comparing prices or even for a customer who has already purchased a product on your website and can now purchase a related add-on.
Installing the Google Ads Tag
1. Log in to Google Ads.
2. Click the tool icon in the upper right corner and click Audience Manager in the Shared Library section.
3. On the left, click Audience Sources. You’ll see a set of sources that you can create remarketing lists from.
4. On the “Google Ads Tag” card, click Configure Tag. If you’ve already set up a tag, select Edit Source from the three-dot icon, in the upper-right corner of the “Google Ads Tag” card. If you just want the code, go to step 6.
5. Select the type of data the tag will collect: default data or specific attributes/parameters. You can also choose to include the “User ID” parameter with the tag. This way, the IDs of users who visit your site will be collected, which will allow you to show more targeted ads. If you select specific attributes or parameters, you can choose the type of company that best represents your products and services.
6. Click Create and Continue. For an existing tag, this button will display the words Save and Continue.
7. When the installation screen appears, the site’s global tag and event snippet are ready to use. You can copy the code, use Tag Manager, download the tag or email it to a webmaster. To integrate remarketing into your site, copy the code and paste it between the site’s <head></head> tags. The site’s global tag needs to be added to every page on the site. The event snippet only needs to be added to specific pages that allow you to track the desired dynamic remarketing events.
8. Click Done.
9. At the “What now?” confirmation screen, click done again.
Optional: If you’ve already added the site global tag for another Google product, such as Google Analytics, add the Google Ads tag ‘config’ command (highlighted below) to each existing instance of the tag. “AW-123456789” is just an example ID. You will need to replace this part of the ‘config’ command with your customer ID in the global site tag box.
Creating a remarketing list on Google Ads
With the tag installed, it’s time to think about strategies. Remarketing is based on lists, such as who accessed the URLs related to a particular product, who entered the pricing page, who made a purchase on the site, among others. It is necessary to analyze which audiences are interesting to reach through new advertisements.
To use remarketing lists follow these steps:
1. Log in to Google Ads.
2. To open the Shared Library, click on the tool menu.
3. Click Audience Manager.
4. Click Audience Lists.
5. To add a list of website visitors, click the add button and select “Site visitors” (there are still options for “application users”, “youtube users” and “customer list”).
6. On the displayed page, type a name that describes the remarketing list. You need to have an event tag or snippet configured for this process to work.
7. Choose a template from the “List Members” drop-down menu.
8. Select a set of rules from the “Visited pages” drop-down menus. In each menu, add conditions for the pages of your website where you want to collect cookies from visitors. Values can be words, a number, or a date, depending on the rule template and conditions you selected for the type of list you created.
9. Enter a value for the initial size of the list, that is, the number of visitors you had during a certain period. Increase the initial size of your list by including visitors from the last 30 days.
10. Enter a membership duration, that is, how long a visitor should remain on your list. You can change this information at any time.
11. Enter an optional description for your target audience.
12. Click Create Audience.
Create as many remarketing lists as you like. Then create new campaigns and ad groups to add your lists.
You can define lists for different sections of your site using rules. For example, if you want to define a listing for a page on your site where you sell electronics, you can use this rule: “URL contains: electronics”.
Search Network Remarketing Strategies
There are several ways to work with Search Network lists, so we’ll bring you some examples that can help you think of strategies for your own business.
Optimization of word bids
Let’s say you have a business and your product is a digital marketing software, and you already have an Ads campaign with words like “digital marketing software”.
What you want now is for someone who came to your site from an ad for this campaign, but hasn’t made the purchase yet, to see your ad again when they do a second search on the subject.
This way, you can use retargeting to raise your keyword’s bid and thus have more chances of your ad appearing again to someone who is on your retargeting list.
So, what needs to be done is just take your campaign and adjust it for retargeting, where you can increase in percentage values in “Targeted audiences”.
Decrease in bids
It’s the opposite of the previous strategy. Let’s say you have a product that you know your audience will buy only once and don’t typically convert again in the short term.
So when a buyer searches again for terms related to the product, you don’t want your ads to appear for them, as the chances of conversion are minimal.
What you can do in this case is to lower the bid on the words so that the chances of your ad appearing decrease and you don’t spend your clicks on it – but can show your ads to potential buyers.
Customizing the ad text
One possibility of retargeting on the Search Network is to be able to make small modifications to ads so that they appear again for a user with some differential, such as “free shipping” or “10% discount”.
This option is possible if you duplicate a ready-made campaign and in this second version modify the ads according to your strategies, including a retargeting list in it.
Thus, those who have already entered your site and have not converted will be able to see your ad again, but with some differential that can help make the purchase.
Let’s say you have, for example, a camera website that also offers tripods and lenses that entice consumers to make new conversions.
In this case, it is interesting to create a specific campaign for these accessories, working with a retargeting list focused on people who have already bought cameras on your website.
So, when they need these accessories and go researching about them, the chances of their ads appearing increase.
To use this alternative, when creating your remarketing list, choose the “customer list” option.
To close: quick tips when setting up a remarketing campaign
- Create relevant audiences: Focus on audiences that are interesting to be impacted by remarketing;
- Create specific ads for each audience: the closer to the user’s goal, the better. For example, if he went to the pricing page for a particular product on your website, you could show him ads about the product, perhaps with an attractive discount;
- Remember to have good Landing Pages: It’s no use making a nice ad and taking the visitor to the site’s home. Remember to help him find his goal – and, of course, convert.
- Make constant analysis: Always keep an eye on metrics to analyze the results of your efforts. It is important to remember that not only the CPC (Cost per Click) deserves attention, but also the CPA (Cost per Acquisition), that is, your actual expense for each conversion generated by the campaign.
- Don’t overdo it: Beware of over-viewing for a particular user, as this can tire them out. It is recommended not to have more than 10 views per person.