In the past digital advertisements were only promotion through the radio or through television. These platforms were the most used for presenting new products to the world. However, this changed drastically when the internet came into our lives. Although traditional media ads still exist, brands no longer rely on them to present their products and services to customers.
Now the new ads follow the public through the Internet. Usually when we need a product, the first time we enter a website we don’t buy anything. Many users browse several pages, and it is very likely that at some point, if they see the marketing campaign again, they may enter the web shop again and make a purchase. It is true that not all customers who see an ad come in and make a purchase, but the fact of seeing it again does help to increase the number of clicks on the website. And of course, there is a greater chance that a new sale will be made.
What is remarketing?
Remarketing is a solution where Google Adwords allows brands to show personalized advertisements to users who have visited the site before and have not carried out a conversion, thus they have not made a purchase.
This strategy allows you to deliver ads that are targeted directly to people who have visited a website. When these users leave the website, they start to see related ads in relevant places on the internet. This is essential since we are targeting an audience highly interested in the products that we sell.
This resource allows you to reconnect with potential customers as they browse different web pages. It is very likely that at first they are just curious, but as they look at other pages, they return, discarding options. Seeing an ad can be a great impulse for them to act.
This is why remarketing has such high conversion rates in the long run. It is true that they are not immediate, but the benefits are worth it.
How does it work?
It is quite easy to arrange the remarketing of a website, you just have to place a remarketing tag on what you want to promote. What can I promote? For example: a page of your website, the products you are most interested in selling or a specific product.
This tag will tell Google Ads to save the cookie ID of each visit in a list in order to show the ad later. This is a very interesting option for brands interested in increasing sales or form registrations.
Once the customer visits the page a cookie is left in the user’s browser and if they leave the website without converting, without making the purchase, ads will start to be activated through the Google Display network when they are visiting other websites.
What are the advantages of remarketing?
This strategy offers a wide variety of benefits as it has great potential to convert an occasional visitor into a converted customer.
Remarketing that is being used efficiently, intelligently and consistently, can increase conversion rates. It is a good way to reach your customers just at the moment they are about to make a purchase. Therefore, it is a very useful feature for any business. The ROI is usually much higher than other types of advertising.
Types of remarketing
There exist several types of remarketing, but we are going to explain the most known ones: the search/display, the dynamic and the applications for tablet or mobile phones.
– SEARCH / DISPLAY
This type of remarketing is more traditional, and it is done through search campaigns (ads with text) and Display (images and text). When creating a campaign, you have to decide whether you want them to be displayed on the Google Display network in the form of banners, on search engines or in both places to reach the largest number of potential customers.
Like in any Adwords campaign it is very important to segment and adapt the banners to the target audience.
– DYNAMIC
Dynamic remarketing allows you to develop a strategy by displaying a brand advertisement. When this ad is established, the campaign shows the customer ads for categories and products that he has visited before. Therefore, the user is in front of products that he probably needs. A clear example is found in the travel sector, when looking for a flight to Paris, the user starts to see ads for flights and hotels in that city. To clarify this concept a little more, some brands that use this strategy a lot are Amazon and Mediamarkt.
This type of remarketing is more complicated to set up and automatically creates texts and ads according to consumers’ searches.
– REMARKETING ON APPS
These ads are displayed in apps that have the AdSense system installed. The free versions of many applications survive thanks to this type of advertising. This type of advertisement is often very disturbing for users, therefore, sometimes the conversion result is low.
To conclude, remarketing is the simple solution that can help keep a brand in the minds of customers, in their Top of mind. In general, one of the most important marketing objectives is to increase the number of sales.
Finally, the strategy must be well defined in order not to achieve a counterproductive or opposite effect. Remarketing gives us a second chance to capture the customer and make him finalize his order.
