Have you ever been on a website and then a few days later you’re browsing the internet, or watching a video on YouTube, and you see an advert for that same website?
It’s not a coincidence.
That’s display remarketing.
Remarketing, sometimes called retargeting, is an effective digital marketing tool which allows you to target people who have been on your website previously, with specific adverts on other webpages as they browse online.
As far as paid advertising goes, remarketing is one of the most effective channels to add to your digital marketing toolkit.
That’s because you’re putting adverts in front of people who are already thinking about using your products or services.
Your adverts can be personalised based on specific demographic information, meaning you can put the right message, in front of the right person, at the right time (the perfect marketing trifecta).
Why use remarketing?
The ultimate goal of a website is to convert visitors.
You want to convince them to take specific actions as quickly as possible.
Ideally on a first visit.
If they don’t convert on the first visit, it doesn’t mean they’re not interested, it just means they’re not ready to make a final decision at that time.
So it’s important you stay in their mind until they are ready to make a decision.
Using information from your website (like what pages they visited) you can set up remarketing campaigns to target them with offers or promotions to keep them interested and entice them back to spend money with you.
Let’s say you’re an Ecommerce business selling menswear.
Your customer visits your online shop during the day, but doesn’t make a purchase.
Or, they put some items in a shopping basket, but then for whatever reason, don’t make that final purchase.
Using a remarketing campaign, you could then trigger adverts to display on other websites they visit, promoting similar items to those they’ve been browsing previously.
How to do remarketing properly
The success of your remarketing campaign relies largely on the planning of your campaigns.
One of the main reasons these types of campaigns fail is because companies blanket target every user with the same message.
They’ll set up a remarketing campaign that targets everyone who has visited their main webpage in the last two weeks, with the same generic advert.
Then they’ll sit back and wonder why they’re not getting results.
It’s because they’ve missed the point of remarketing.
The reason it’s such a powerful tool, is because you can be extremely targeted with it.
Instead of retargeting everyone, focus your campaigns on specific URLs, and visitors you have a higher chance of converting.
These would be the people who visited the product pages of your website.
You can gather from someone who only visited a resource page and then left, that they’ve got what they want from your website.
They didn’t look at your products because, right now, they’re not interested.
So set up a campaign for those who are visiting those specific pages on your site, and be targeted and specific.
You can remark to people using all kinds of online advertising platforms, but here’s how to set up a campaign using Google ads.
All you have to do is:
- Go to your Google Ads account
- Create a new campaign for your account
- Set your goals for the campaign
- Select Display Network as the campaign type
- Set the basic campaign information (name, bids and budget, location and language settings)
- Set your additional settings (this is where can set to only target users who visited a specific URL like products or pricing page, target specific devices etc)
- Select “remarketing” in the audience section
- Select the audiences you want to add to be targeted
- Click save
And you’re good to go.
If you’ve set everything up correctly, you’ll start targeting those who were close to converting on your website before, but might just need that little extra nudge to get over the line.
This can be a particularly useful way of targeting those who abandon their shopping carts with additional offers and promotions.
We’ve all done it.
You choose some items and then get distracted by a call or email.
A well timed remarketing advert or email could be just the thing to remind them to come back.
This doesn’t just have to be for those who visited your product pages either.
You might have read our other blogs about the need to understand the buyer journey for Google Ad campaigns.
If not you can read it here.
If your goal is lead generation, you can set up a remarketing campaign to target web visitors who visited a certain number of blogs, or visited a landing page without converting.
You can use your remarketing campaign to target them with an offer for an in-depth guide or report.
If they click your ad and download the report (which you’ve put behind a form that requires an email) you can then use your email marketing campaigns to nurture them even further down the buyer journey.
That’s one example of how remarketing campaigns work across the entire content marketing puzzle, and not just as a way of making quick sales.
If you want to only target those who show a particular interest in your company or content, you can set your remarketing ads to trigger only for those who visit your website (or a particular page on your website) a specific number of times.
This is why remarketing using tools like Google Ads or Facebook advertising can be so effective if you do it properly.
Because you can target specific messages at different segments of your audience, right at the time they’re looking for information or thinking about buying.
Interested in setting up remarketing campaigns for your company?
Or want more information about how they work?
Or request a free digital marketing assessment.