Over the last few years, remarketing has become increasingly popular. With giants like Facebook and Google making it a big part of their advertising product, remarketing programs are easier to implement than ever. So what is remarketing and how can you use it to improve your marketing program?
What is remarketing?
Remarketing is a great way to reconnect with people who previously visited your website who may not have made an immediate purchase. By installing a remarketing cookie on your site, you are able to segment visitors by their behavior on your site. For example, you are able to create a segment of visitors who have gone to your product page more than 3 times, spending over 2 minutes each time.
What this allows you to do is to position hyper-targeted ads in front of a well-defined audience even as they browse elsewhere on the web, whether it is Facebook or thousands of other sites that use Google’s ad products. In fact, Google has a great infographic on how remarketing works.
Why is remarketing useful?
One of the cornerstones of advertising is to be as targeted as possible, so as to minimize wastage. Imagine being able to show specific products that interest your customers instead of a general ‘for the masses one’. Wouldn’t that raise your conversion rates and sales? With real-time PPC bidding, you can also ensure you don’t pay beyond what a click is worth to you, giving you the same efficiency AdWords is known for.
This is also great news for your customers – it means that the advertising they already see would become more and more relevant to them. It could be something that converts the sale like a limited time offer, or something pushes them further down the purchase cycle like an ad that shows how your product can benefit them.
How do you get started?
To get started with remarketing, you would need to install a script tag which you can get from the advertising dashboard of your choice.
On Facebook, it should look like this:
Once that is created and verified as active on your site, you can then proceed to create and set the custom audiences you would like to target. Facebook has a great video and article here that outlines how you can do so. When that is done, you can then create and select the ads that you want to show those audiences.
If Google is your platform of choice, you have options. If you are already using Google Analytics on your site, you don’t even have to install a separate script tag, you can customize your audience directly from the Google Analytics dashboard, under the Audience Definitions in the Property column:
once that is done you can then use your new audience segments just like you would for any other Google ads.
Hopefully, this has shed some light on how you can get started looking into remarketing campaigns that would lead you to success in getting cheaper and better traffic to your site!