What is Remarketing ?
Remarketing is a digital marketing strategy that involves targeting individuals who have previously interacted with a website or digital content. This strategy is based on the idea that people who have already shown interest in a product or service are more likely to convert into customers.
The process begins when a user visits a website, and through the use of tracking technologies like cookies or pixels, their online behavior is recorded. This information allows marketers to create targeted advertising campaigns specifically aimed at those users. As these users navigate to other websites or social media platforms, they are presented with ads related to the products or services they previously viewed.
Remarketing serves multiple purposes in digital marketing. Firstly, it reinforces brand awareness by keeping the brand or product in front of the user, increasing the likelihood of them making a purchase decision. Secondly, it can be used to encourage users to complete a desired action, such as making a purchase, filling out a form, or signing up for a newsletter.
Definition of Remarketing
1) Google Ads, a major player in digital advertising, defines remarketing as:
"Remarketing lets you show ads to people who have visited your website or used your mobile app before. When people leave your website without buying anything, for example, remarketing helps you reconnect with them by showing relevant ads as they browse the web, use mobile apps, or search on Google."
2) Digital Marketing Strategist Neil Patel provides an accessible explanation:
"Remarketing is a way to connect with people who previously interacted with your website or mobile app. It allows you to strategically position your ads in front of these audiences as they browse Google or its partner websites, thus helping you increase your brand awareness or remind those audiences to make a purchase."
3) In their book "Digital Marketing Excellence," Dave Chaffey and PR Smith discuss the significance of remarketing:
"Remarketing involves showing banner ads to people who have visited your website but left without completing a conversion. This can be a powerful technique since it focuses on people who have already expressed an interest in your brand by visiting your website."
4) Digital Marketing expert Avinash Kaushik emphasizes the importance of relevant targeting:
"Remarketing is creating a strategy for attracting users back to your site after they have visited it but didn’t convert. It’s about giving them a reason to come back and complete the desired task. Remember, it’s not about showing the same ad to everyone; it’s about showing a highly relevant ad to a highly targeted audience."
Types of Remarketing
Remarketing can take various forms depending on the channels and methods used to reconnect with users. Here are some common types of remarketing strategy:
1) Standard Remarketing:
- Description: Standard remarketing involves displaying targeted ads to users who have previously visited a website as they browse other websites or online platforms.
- Use Case: It's effective for reminding users about products or services they viewed on a website and encouraging them to return.
2) Dynamic Remarketing:
- Description: Dynamic remarketing takes standard remarketing a step further by displaying personalized ads that showcase specific products or services a user viewed on a website.
- Use Case: Ideal for e-commerce websites where users can see ads featuring the exact products they showed interest in, potentially leading to higher conversion rates.
3) Email Remarketing:
- Description: Email remarketing involves sending targeted emails to users who have abandoned their shopping carts or shown interest in products but didn't complete a purchase.
- Use Case: Often used by e-commerce businesses to re-engage users and encourage them to finalize their purchases.
4) Video Remarketing:
- Description: Video remarketing targets users with ads while they watch videos on platforms like YouTube. It's based on users' previous interactions with a website or videos.
- Use Case: Useful for businesses with a video marketing strategy to reconnect with users interested in their content or products.
5) Social Media Remarketing:
- Description: Social media remarketing involves showing targeted ads to users on social media platforms based on their previous interactions with a website.
- Use Case: Effective for reinforcing brand awareness and engagement on popular social platforms like Facebook, Instagram, Twitter, and LinkedIn.
6) Search Remarketing (RLSA - Remarketing Lists for Search Ads):
- Description: Search remarketing targets users with customized ads when they perform subsequent searches on search engines, allowing advertisers to adjust bids and ad copy based on users' past interactions.
- Use Case: Helps in tailoring search ads for users who have previously visited a website, making the ad content more relevant to their interests.
7) Cart Abandonment Remarketing:
- Description: Specifically focused on users who have added items to their shopping cart but left without completing the purchase. It involves sending reminders or targeted ads to encourage them to return and finalize the transaction.
- Use Case: Commonly used by e-commerce businesses to recover potential lost sales.
8) Mobile App Remarketing:
- Description: Targets users who have interacted with a mobile app but haven't completed desired actions, such as making in-app purchases or reaching a specific level.
- Use Case: App developers use this to re-engage users and encourage them to continue using the app.
Remarketing Examples
Here are a few examples of remarketing in action across various online platforms:
1) E-commerce Remarketing:
- Scenario: A user visits an online clothing store, browses through several products, adds a few items to their cart, but then leaves the website without completing the purchase.
- Remarketing: The user starts seeing display ads featuring the exact products they viewed or left in their cart when they visit other websites or social media platforms. These ads serve as a reminder and aim to entice the user to return and complete the purchase.
2) Travel Industry Remarketing:
- Scenario: A user visits a travel booking website, explores various flight options, and looks at hotel deals for a specific destination but doesn't make a reservation.
- Remarketing: The user sees targeted ads showcasing flight and hotel deals for the same destination across different websites. These ads may include special promotions or discounts to encourage the user to revisit the travel site and finalize their booking.
3) Subscription Services Remarketing:
- Scenario: A user visits a streaming service website, checks out the available plans, and explores the content library but decides not to subscribe.
- Remarketing: The user encounters ads promoting the streaming service and emphasizing exclusive content or limited-time offers on other online platforms. The goal is to bring the user back to the site to sign up for a subscription.
4) Abandoned Cart Remarketing:
- Scenario: A user adds products to their online shopping cart but abandons it before completing the checkout process.
- Remarketing: The user receives targeted emails reminding them of the items left in their cart, possibly with an additional incentive such as a discount or free shipping to encourage them to return and finalize the purchase.
5) B2B Remarketing:
- Scenario: A business professional visits a software company's website, explores product features, but leaves without requesting a demo or more information.
- Remarketing: The user starts seeing LinkedIn ads or display ads on industry-related websites showcasing the software's benefits, encouraging them to return to the site and take the next step, such as scheduling a demo or requesting more details.
Remarketing Campaign
Creating a remarketing campaign involves a series of steps to reconnect with users who have previously interacted with your website or online content. Below is a step-by-step guide to help you set up a remarketing campaign:
1) Define Your Campaign Goals:
Clearly outline the objectives you want to achieve with your remarketing campaign. Whether it's increasing sales, generating leads, or boosting brand awareness, having well-defined goals will guide your strategy.
2) Identify Your Target Audience:
Segment your audience based on their behavior on your website. Consider factors such as pages viewed, products or services looked at, and the stage of the sales funnel they reached. This segmentation will help you tailor your remarketing messages to specific user groups.
3) Choose Remarketing Platforms:
Select the platforms that align with your target audience and campaign goals. Common platforms include Google Ads, Facebook, Instagram, Twitter, LinkedIn, and others. Choose platforms based on where your audience is most active.
4) Install Tracking Pixels:
Implement tracking pixels or tags on your website to collect data on user behavior. This data will enable you to create audience segments and deliver personalized ads based on users' interactions with your site.
5) Create Compelling Ad Content:
Develop creative and engaging ad content that aligns with your brand and resonates with your audience. For dynamic remarketing, ensure that your ads showcase products or services that users have previously shown interest in.
6) Set Up Remarketing Lists:
Create remarketing lists based on user behavior. For example, you might have a list for users who visited specific product pages, another for those who abandoned their shopping carts, and so on.
7) Determine Bid Strategies and Budgets:
Decide on your bidding strategy based on your campaign goals. Adjust bids for different audience segments, focusing more on high-value segments. Set realistic budgets to ensure that you have the necessary resources to reach your target audience effectively.
8) Define Frequency Caps:
Avoid ad fatigue by setting frequency caps. Limit the number of times a user sees your ad within a specific time frame to prevent irritation and maintain a positive user experience.
9) Time Your Ads Appropriately:
Consider the timing of your ads. Tailor your messaging based on when users are most likely to convert. For example, if you're in e-commerce, showing ads with special promotions during peak shopping hours may be effective.
10) Create Landing Pages with a Consistent Message:
Ensure that the landing pages users are directed to are consistent with the messaging in your ads. A seamless experience from ad to landing page increases the likelihood of conversions.
11) Launch Your Campaign:
Activate your remarketing campaign on the selected platforms. Monitor its performance closely, especially in the initial stages, and be prepared to make adjustments based on real-time data.
12) Monitor and Optimize:
Regularly monitor the performance of your remarketing campaigns using analytics tools. Track key metrics such as click-through rates, conversion rates, and return on ad spend. Make data-driven optimizations to improve the effectiveness of your campaign over time.
13) Comply with Privacy Regulations:
Ensure compliance with privacy regulations and be transparent about data collection. Provide users with the option to opt out of remarketing efforts if they choose to do so.
Remember, a successful remarketing campaign requires continuous monitoring, analysis, and refinement. Stay agile and make adjustments based on the evolving performance of your ads and changing user behavior.
Advantages of Remarketing
1) Increased Conversion Rates: Remarketing allows businesses to target users who have already shown an interest in their products or services. This targeted approach often leads to higher conversion rates as compared to generic advertising.
2) Brand Recall and Awareness: By consistently displaying ads to users who have visited a website, remarketing helps reinforce brand awareness. This repeated exposure can increase the likelihood that users will remember the brand when making a purchase decision.
3) Personalization: Remarketing campaigns can be highly personalized based on users' previous interactions with a website. This level of personalization enhances the user experience and makes the ads more relevant to individual preferences.
4) Cost-Effective Marketing: In many cases, remarketing can be more cost-effective than acquiring new customers. Since you are targeting users who have already engaged with your brand, the cost per acquisition can be lower than acquiring entirely new leads.
5) Flexible Targeting Options: Remarketing platforms often provide a range of targeting options, allowing businesses to tailor their ads to specific segments of their audience. This flexibility enables precise targeting based on user behavior and demographics.
Disadvantages of Remarketing
1) Fatigue: Overexposure to the same ads can lead to ad fatigue, causing users to become annoyed or indifferent to the brand. This can have a counterproductive effect, where users actively avoid engaging with the ads or even develop negative feelings toward the brand.
2) Privacy Concerns: Remarketing relies on tracking users' online behavior, which can raise privacy concerns. Some users may find the collection and use of their data for advertising purposes intrusive, leading to a negative perception of the brand.
3) Limited Reach: Remarketing is effective for re-engaging with users who have already visited a website, but it doesn't address a broader audience. It may not be the most effective strategy for reaching entirely new markets or expanding the customer base.
4) Conversion Rate Depends on Website Traffic: Remarketing is most effective for websites with a substantial amount of traffic. If a website has low traffic, the pool of users available for remarketing is limited, which can impact the overall effectiveness of the strategy.
5) Ineffective if Not Well-Managed: Successful remarketing requires careful planning, monitoring, and optimization. Poorly managed campaigns, with irrelevant or poorly timed ads, can result in wasted advertising budget and may not yield the desired results.