What is Remarketing? How it works, types and advantages


The remarketing is used to create custom ad campaigns for users who have previously visited your website or ecommerce, in order to increase ROI. This concept was known generically for any action or type of marketing such as retargeting. But, Google decided to give it its own name: remarketing, and it has become very popular in recent years, the two concepts are already used generically.

If you want to get more conversions and make your user acquisition efforts profitable , you cannot miss this opportunity. Here, I will discuss everything you need to know about this technique: what it is, how it works, what are its advantages for your company and some tricks to improve your campaigns. We started!

What is Remarketing?

The basic concept of remarketing is, therefore, to reach users who already know your brand or your products and who therefore have many more opportunities to convert. It is about creating several increasingly personalized impacts, encouraging the user to move forward through the conversion funnel.

The most popular remarketing tool on the market today is Google Ads, so I’ll focus on it for this article. Of course, the basic concepts can be applied to other tools as well. You can consult Digitalmarketing expert or join SEO Community to get better guidelines on this.

The process can be summarized in three steps:

  1. The user visits our website or consumes content from our brand.
  2. This user is marked with a cookie and then added to a remarketing list whose parameters we have previously defined.
  3. An ad campaign is carried out aimed at that list, that is, only the customers who are part of it will see it.

Depending on how the user is captured for the list and what type of ads are shown, we can distinguish different types of remarketing:

Standard : Show display ads to people who have previously visited a page. Ads appear on websites and apps on the display network (in the case of Google Ads, this includes more than two million sites).

Dynamic : Similar to the previous one, but with the characteristic that it displays personalized ads based on the products and services that users have seen on the website.

For mobile apps : In this case, the ads are specifically displayed on mobile apps and websites.

For search network ads : This type of campaign does not include display ads, but is shown when users who have already visited the web are searching on Google. In this way, it is possible to refine a lot with the target: people who have already visited our website and who also continue doing searches related to our products and services.

How does Remarketing Work?

If you want to develop your own remarketing campaigns, you should know that its operation is very simple. You just have to follow these steps:

Access your Google Ads account and get a remarketing tag. An HTML code (tag) that you will have to insert in all the pages of your website before the </body> tag closes.

Create more than one remarketing list. The lists will include users who have performed a certain action on your website, so you can configure it based on your goals. For example, you can make a list of all the visitors to your website in the last month or with those who have visited a specific page. If you are facing issues in creating a good marketing list then do contact seo agency in UAE.

You can even segment based on the step the user is within the conversion funnel, for example, people who came to introduce a product in the cart but never finished the purchase. Once the list is configured, you may have to wait a couple of days or weeks to have the minimum number of users necessary.

Launch your campaign. Develop a new remarketing campaign. Choose the desired audience i.e. targeted from the lists you have. You can also configure the usual options: geographical area, language, bid, etc.

Create one or more variants for your ads. If you are starting out, you can experiment with different creatives using the A / B tests. In this way, you can optimize your campaign by selecting the options that work best or either get seo expert services.

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