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What is Remarketing and how it works?

posted 1st Jul 2020

Advertising on Google is the most powerful form of a medium through which one can be sure that millions if not billions will know about the services your business will offer. If you are advertising on Google, all you need to do is add a piece of Google remarketing code, otherwise known as a tag or pixel, to your website so that visitors can get added to your remarketing audiences through browser cookies. You can customize the code for different pages to correspond to more defined categories.

For example, let's say you operate an e-commerce business that sells tent and camping supplies. You might create a “camping, red tent” remarketing audience based on people who visit the pages of your site where you sell red (or varied colors as per customer demand) tents. That way, you can show these specific visitors highly targeted display ads that market your red tents. You already know they are in-market for red tents, and now you can draw them back, perhaps with a special offer like "free shipping.

To get a better idea here is an example:

Notice how an ad regarding red tents pops up right after an inquiry is made into the search engine. Thus there is a high chance of the visitor coming back to your site to purchase them.

Using remarketing, you can show Google ads to your previous site visitors while they browse the vast number of Google partner sites in the Google Display Network.

Google recommends that when you are starting your first remarketing campaign, you begin by targeting everyone who viewed your homepage. Just remember, that will increase your Google remarketing costs since your ads are being retargeted to more individuals, and you won’t be able to create ads that are quite as targeted. By targeting more narrowly, you can, therefore, increase ad relevancy and lower your cost per click.

Eventually, you can create different Google remarketing lists for super-targeted remarketing campaigns; for example, you can choose to show users who have already purchased from your site different ads from non-buyers (such as an offer for 30% off your second purchase).

Why Remarket? The Advantages of Google Ad Retargeting

Google ad retargeting is a powerful online marketing technique because it allows you to stay connected with your target audience, even after they leave your site.

By presenting your display remarketing banner ads to visitors even as they browse other parts of the web, you are gaining brand exposure and becoming more recognizable to your target audience, raising trust and making them more likely to purchase from you.

The Benefits of Remarketing

Remarketing is a great way to advertise your products and services to people who are already familiar with your company. There are TONS of reasons people don’t convert on their first visit:


·         They’re busy with something else

·         They want to do more research

·         They aren’t convinced they need your services

·         They didn’t see the solution they wanted

·         They just spilled piping hot coffee into their lap

Remarketing to these people gives them a gentle nudge to remind them that, yes, you do have the solution they need.

Another reason remarketing works so well to build top-of-mind awareness is based on behavioral psychology—specifically, the cell phone theory.

The cell phone theory from Duke University claims that even when people online are busy or distracted, they subliminally take in images and surroundings around them. Later, those surroundings and images seem to already be familiar. What that means for you is that it’s highly likely people will remember your company simply by remarketing to them.

The Different Types of Remarketing

When we say remarketing, we’re talking about a whole bucket of different types:

Video Remarketing (Google AdWords): Your ads are shown as pre-roll video ads on YouTube and other Google display partners to people that have previously visited your site.

Search Remarketing (Google Adwords): Your ads are shown at the top of the search engine results when someone who has already visited your site searches for specific terms or services.

Display Remarketing (Google Adwords): Your ads are shown as display ads on other websites within the Google display ad network.

Dynamic Remarketing (Google AdWords): Boost your results with dynamic remarketing, which takes remarketing to the next level with ads that include products or services that people viewed on your website or app.

Social Media Remarketing: You can use LinkedIn remarketing, Facebook remarketing and Pinterest remarketing to serve ads to people who have visited your website while they browse those social media channels and partner websites.

Customer List Remarketing: With both social media marketing and Google Adwords remarketing, you can upload lists of contact information that your customers have given you. When those people are signed into Google or that specific social media site, you can show them ads across different websites or on that social platform.

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