Online Marketing & Digital Marketing

What Is Remarketing and How Does It Work?

By Berta Ventura, on 12 June 2019

If you want to increase your conversions and the return on your lead generation efforts, you should have a remarketing strategy in place.

Let's take a closer look at how remarketing works and how you can implement in your digital marketing campaigns to make the most of it. 

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Remarketing vs. Retargeting

Remarketing means using information from people who have visited your site and sending those same people emails to entice them to return and make or complete a purchase.

Retargeting means creating personalized ads (generally display ads) aimed at users who have previously visited your website in order to nudge them to complete a purchase.

Remarketing and retargeting strategies can be used in parallel, but keep in mind that you don't want to spam your potential customers.


What Is Remarketing?

The basic idea behind remarketing is to reach out to users who are already interested in your products and have a much higher chance of converting. It’s all about targeting the user on multiple occasions, personalizing the content you send or show them, and encouraging them to move down the conversion funnel. 

The process can be narrowed down to three steps.

  1. The user visits your website or consumes your brand’s content. 

  2. This user is tagged with a cookie and added to a remarketing list. 

  3. You can use this data to launch a campaign for users on this list.


6 Different Types of Remarketing

There are 6 different types of remarketing. Depending on how the users are included in a remarketing list, and on the types of ads they are shown, you could set up your remarketing campaigns in any of the following ways:

  1. Standard. This type shows display ads to people who have previously visited a page. The ads are shown on websites and apps in the display network (the Google Ads Display network includes over 2 million websites, including YouTube).

  2. Dynamic: Similar to standard remarketing, but the difference is that the ads are personalized depending on the products and services the users were viewing on the website. 

  3. For Mobile Apps: The ads are shown specifically in-app and on mobile websites. 

  4. For Search Engine Ads: This kind of campaign does not include display ads. Rather, the ads are shown when users who have already visited your website are searching on Google. This lets you narrow down your target significantly to people who have already visited your website and are still searching for your products and services.

  5. Video: In this type, the remarketing list is created from people who have interacted with your videos or YouTube channel. The ads are shown within YouTube itself.

  6. By Distribution List: You can choose to have your ads shown to a specific list of email addresses–for example, those of the people who subscribed to your newsletter.


How to Set Up a Remarketing Campaign

Creating your own remarketing campaign is simple! Just follow these 5 steps:

  1. Access your Google AdWords account (or equivalent advertising tool) and get your remarketing tag. This tag is a piece of HTML code that you have to insert into the body of all the pages of your website (before </body>). 

  2. Create your remarketing lists. These are lists made up of all the people who have completed a specific action on your website (you can configure it according to your goals). For example, you can build a list with all your website visitors from the last month or with all the users who have visited a specific page. You can even segment them depending on the phase of the conversion funnel they are in; for example if they have added products to their shopping cart but haven't purchased them yet. Once you have configured your list, you just need to wait until you have the minimum number of users needed. 

  3. Activate your campaign. Create a new remarketing campaign and target it at one of the lists you have created. You can also play around with the settings for language, geographic location, bid, etc. 

  4. Create one or more variations of your ad. If you're just getting started, you compare the performance of different creatives with A/B Testing. This will help you optimize your campaign.

After completing these steps, your campaign is ready! 


The 5 Advantages of Remarketing 

  1. Personalization. Personalizing your remarketing lists offers an endless amount of data on your consumers that you can use to your advantage. You can target users with different interests at different moments in the purchasing process and create a highly personalized experience for them.

  2. Increasing your reach. In addition to Google's Display Network, which includes over 2 million websites and apps, other retargeting tools like Facebook Ads also offer an impressive reach. You will definitely be able to reach users who are interested in your brand, no matter where they are. 

  3. Brand reminder. How many times have you visited a website that you liked but then forgot about it? With remarketing, you can make sure you remain at the forefront of your users' minds.

  4. Meeting your marketing goals. Remarketing supports a variety of different marketing goals, thanks to the fact that you can fully customize your remarketing campaign according to your businesses' objectives.

  5. Increase in conversions. Remarketing makes it possible to reach out to users right when they are most likely to convert. By carefully selecting the places where your ads are shown, you can completely personalize the points of contact a user has with your brand.


How to Improve Your Remarketing Campaigns

  • Limit the frequency your ads are shown. You want to be sure your messages are received without overwhelming your users. Use tools to limit how often your ads are shown, and be sure to limit the number of impacts per user.
  • Don’t be afraid to create segmented lists. Remember: personalization is key! Users visit your website for different reasons and are interested in different things, so the more segments you create, the better.
  • Create specific lists for users who have previously purchased products from your website. If you create a special list for the users who have bought your products online before, you will be able to communicate directly with them. Treat them with discounts and promotions so they feel special. 
  • Experiment, measure, repeat. There are many analytics tools available to help you optimize your remarketing campaigns. Establish regular checks, find out which creatives resonate best with your users, and start implementing the necessary changes. With a bit of practice and patience, you will definitely find the perfect remarketing campaign for your goals.


180 trends and predictions for digital marketing

Berta Ventura

Social Account Manager at Cyberclick. Le apasiona el marketing, las redes sociales, leer y escribir. _______________________________________________________________________ Social Account Manager at Cyberclick. Passionate about marketing, social media, reading and writing.