Remarketing and Retargeting Services

Remarketing is an important part of digital marketing because the customer journey takes time. Most shoppers don’t discover a new brand, choose some of its products, and complete their purchase all in the same session. Many potential customers will take time to consider a brand or product, by browsing elsewhere online or by reading customer reviews, before they make their decision.
During this process, you want shoppers to remember your brand, so that once they decide to make their purchase, your brand is top of mind. With remarketing, relevant display ads show up on other sites and apps where your audiences are spending time. You can include messaging about your unique product features or provide a discount promo code to encourage shoppers to keep considering your brand.
Outside of sales, remarketing can also help with brand awareness, consideration, and loyalty. Perhaps a shopper is just starting to look into home improvement, and you are a company that sells tools for DIY projects. The shopper reads an educational article on your brand’s website, but they’re far from the point of choosing a project and buying tools. If your article is helpful and informative, they likely have a positive impression of your brand. Remarketing ads on other websites, apps, or social media can help remind them about your brand, and may encourage them to visit your website again to read more of your articles. Although they are still far from the point of conversion, this step is important for expanding your audience and reaching potential future customers.

Remarketing can be an important part of your advertising strategy. Here are some of the ways it can benefit your brand:

1. Drive awareness and consideration among new audiences
2. Remind shoppers who have browsed your product to complete their purchase
3. Show relevant ad creative and messaging based on audiences’ demonstrated interests and shopping signals
4. Help move shoppers to the next stage of their customer journey
5. Help encourage brand loyalty by engaging with former customers

Depending on the goals of your remarketing campaign, you’ll measure success in different ways.

Your remarketing campaign might not be focused on driving immediate purchases, but rather keeping audiences engaged and thinking about your brands. When you are using remarketing ads to keep potential customers engaged, consider the following metrics:
Page visits: How many website visitors are you getting?
Email opens: Are your email recipients opening your messages?
Click-through rate: When shoppers visit your site, are they clicking through to additional pages?

If you are using remarketing ads with the goal of driving conversions or sales, consider the following metrics:
Sales (conversion rate): Did audiences ultimately purchase your product?
Sign-ups: Did audiences sign up for a free trial of your product?
Cost per acquisition (CPA): How much marketing spend did it take to acquire customers?

Take full advantage of cross-channel opportunities by building remarketing segments for people who visited your site from specific channels and campaigns.
It is a great way to carry audience targeting options from one platform to another.
In addition, you can take advantage of lower costs in some platforms versus others for remarketing.
For instance, if you’re running LinkedIn Ads, you may want to target people who clicked an ad from a campaign targeted to C-suite individuals.
Via a URL-based audience, you can effectively target the people who fit the LinkedIn profile targeting criteria using any other channel, paying the lower costs of a network such as Google Display.
As long as you tag your links with a consistent UTM structure, you can copy the landing page, and associated tags into the “URL Contains” field when setting up a remarketing audience.
This solution allows you to pay for LinkedIn visitors upfront using their built-in targeting but avoid the high costs of LinkedIn for remarketing within their platform.

Email remarketing is the most traditional form of remarketing. It involves sending promotional emails to users who have subscribed to your site or newsletter. You can use this strategy to contact users who have abandoned a shopping cart on your site or suggest additional products to existing customers.

Google isn’t the only company doing remarketing. However, it is one of the most effective as its reach is broader, it’s more customizable, and you can track ad performance with Google Analytics.

Here is what you’ll need to do:

Select Your Remarketing Campaign Type:

The first step is clarifying your remarketing goal. Do you want to generate leads from people who did not take a certain action on your site? Or do you want to promote specific content or unvisited pages on your site?

Creating a Remarketing List:

The next step is defining your remarketing list. Who is your audience? For example, you could build a list based on all the users who have visited a specific page over the past month. Or users who have added items to their basket but not completed an order.

Set Up Your Remarketing Code:

A remarketing code helps you set up your marketing list, and it is automatically generated through your Google Analytics account

Choose Your Membership Duration & Cap Frequency:

The next important step is choosing how long you’d like to store a cookie in someone’s browser. This will depend on your goals. You also need to cap the frequency of your ads. This feature can be found on the “Settings” page of a specific campaign.

Lastly, Activate Your Campaign!

1. Increased engagement and reach: you can follow potential users from one platform to another and promote your brand accordingly. You can also reach more prospects who have shown an interest in your site. This helps you stay engaged with your target audience.
2. Improved brand awareness: you can stay fresh in the minds of potential and existing customers by checking in regularly with incentives.
3. It’s a cost-effective technique for keeping you connected with your audience, improving the relevancy of your ads, and strategically targeting the right users in order to increase brand recognition and overall sales.
4. Higher conversion rates: the more times you show a user your website, the more likely they are to make a purchase, especially if you personalize your remarketing efforts. You can target users with different interests at different points in the purchasing process. When done effectively, it can have a positive impact on your conversion rates and increase the ROI of your ads.

Remarketing and retargeting are two essential strategies in digital marketing, but it’s important to understand their distinctions. Retargeting focuses on reaching new prospects who have not yet engaged with your brand, allowing you to introduce your product or service and make a personalized connection. By analyzing sales data, you can identify popular products among specific target audiences and tailor retargeted ads to their preferences, creating a more engaging and relevant experience.

On the other hand, remarketing is designed to re-engage with existing or inactive customers. It aims to strengthen customer relationships by employing marketing tactics that appeal to their personal interests and needs. With remarketing, you can deliver personalized messages to customers who have already shown an interest in your brand, enticing them to make repeat purchases or take further action. For example, if your business offers a membership program, remarketing can be used to remind customers whose memberships are expiring and encourage them to renew.

Both remarketing and retargeting play crucial roles in maximizing the effectiveness of your marketing campaigns. By understanding the unique benefits of each strategy, you can leverage them strategically to drive customer engagement, increase conversions, and nurture long-lasting relationships with your target audience.