Remarketing is a form of advertising that consists of creating personalized ad campaigns for users who have already previously visited a website or online store. These ads will be shown, among others, on industry-related pages and also on large generalist websites such as digital newspapers, sites where advertising directly is prohibitive for many businesses.
If a user has visited our online store and has not made a purchase, we can try to recover them, get them to return to the store, and this time complete the purchase.
As you can see, it is a very useful feature for any business.
Through a remarketing campaign, the personalized ads we set up will be shown to users while they browse other web pages.
Remarketing is one of the forms of advertising that offers the best conversion results, since we are targeting users who have already previously visited our store and, therefore, are interested in the products we sell.
How is remarketing done?
Below we will see an example of implementing remarketing in an online store.
Remarketing is mainly implemented through Google Ads.
The first step is to choose what type of campaigns we want to set up.
We can choose between: dynamic remarketing, search and/or display, for mobile apps, video, and by distribution list.
Types of remarketing
We can distinguish different types of remarketing depending on what type of ads are shown to users and how we capture them for our lists, among which we find:
Dynamic remarketing
This is the most used type of remarketing in ecommerce. When setting up a dynamic remarketing campaign, advertising ads for categories and products that the customer has already visited are shown. The ads are very similar to the product or category they were interested in.
Therefore, these are products or services that they probably need, which is why it is very effective to remind them that they can find them in our online store.
Example of dynamic remarketing
After searching (and not buying) a trip to New York, the user starts seeing ads for flights to New York, hotels in the city, etc.
Large online stores like Amazon or Mediamark have very powerful remarketing campaigns.
That’s why, after browsing a bit on one of them, we find a large number of their ads on different websites trying to get us to return to the store to complete a purchase.
The most descriptive example of this type of remarketing is travel.
As you can see in the following image, Google constantly targets me with its remarketing to get me to invest in Google Ads campaigns while I visit pages like the Marca newspaper.
Search and/or display remarketing
In search and/or display remarketing, the ads are fixed. First, the ads must be created and the format we want must be chosen:
1.- Display: to be shown on the Google display network as banners.
2.- Search: they are shown in the search engine.
3.- Both: to reach as many potential customers as possible.
Throughout this article we have seen different uses of remarketing.
Undoubtedly, the main one is to try to get a user who did not buy the first time they visited our store to return and complete their order.
But it can also be used for branding and to try to keep our business name in the minds of our potential customers for as long as possible.
The possibility of setting up different lists and segmenting users according to our interests allows us to target the ads of a remarketing campaign to those users who really need our products or services.
That’s why, if we have a budget that matches our needs, a remarketing campaign can be considered for almost any objective or need that an online business may have.
