What is remarketing?
Remarketing (also called retargeting) is a very effective way of advertising. This means that you market to visitors who have been to a certain page or app to get them to come back. We ourselves have used remarketing and seen that it is one of the most efficient PPC channels as up to 70% of the visitors can convert.
Therefore, remarketing is an effective form of advertising
Strangely enough, relatively few companies use remarketing, not least for online shops, which is strange when they put a lot of energy into getting traffic through social media and other channels. The fact that a person has been on your website or put a product in a shopping cart is no guarantee that they will become customers. In web shops, it is expected that 70% will abandon shopping baskets where customers put products, but there will be no conversion and consequently they will not become customers.
Add remarketing to Google Tag Manager
If you use Google Tag Manager, you can easily add a tag for Google Ads remarketing (see image).
Start by creating remarketing lists
Once you have installed cookies for the corresponding web pages, the advertisement is like a self-playing piano. A visitor who comes to your website receives a cookie linked to that person's browser. The visitor then sees your ad on other sites as they continue to browse.
You create the lists in Google Adwords or in Google Analytics, but it is more effective to create them in Google Analytics - where you can make full use of demographic settings. In addition, you can use several different lists in Analytics. You will find the settings under admin - remarketing - audiences where you can create the lists you need.
Examples of lists that you can use with remarketing
- Everyone who visited your website
- Anyone who has converted
- Anyone who has searched your site
- Web visitors who have visited several web pages or been on the page for a long time
If you have a structure with clear landing pages, you can use the technology and create tailored messages and ads depending on which page they have shown interest in.
2. Tools for creating professional ads
A good place to create your ads is Canva.com. Canva is a very easy-to-use tool where you can download images and customize your own ads, which also often look surprisingly good!
Criticism of remarketing and the need to create cool remarketing
Many customers we spoke to are critical of remarketing because they feel that they are being persecuted online and that the ads feel intrusive. Nothing can be more wrong. Classic good advertising has always been about repeating its marketing message. What is disturbing is when irrelevant ads persecute the users - in this area it is important to create cool ads where you adapt the message and content to the target group.
Another part that many advertisers miss is putting a "frequency cap" on the ads, which means setting a maximum limit on how often the ads are shown in the month. By setting a lower frequency ceiling, you reach your customer group while not destroying your brand.
Other restrictions that you should set are which pages you appear on and where the ads appear. Being seen in pornography, violence or wrong contexts can be very harmful to the brand. You can also make restrictions on where the advertising space is displayed so that you do not place ads on the lower part of the website called "under the fold".
Tools and extensions in Chrome
Chrome extensions help you identify if they are targeting you or if your retargeting is working.
Different types of remarketing
There are different types of remarketing on Google:
- Remarketing for Google Display Ads (GDA) Here you can reach 90% of all Internet users worldwide.
- RLSA - Remarketing List for Search Ads means you can change the bids if they have visited your site.
- Dynamic remarketing is effective if you have many products on the page.
Remarketing not just on Google Adwords
Do not forget that remarketing is a marketing technique. There are several services other than Google Adwords online that use remarketing. There is remarketing for Google Adwords, Youtube (video remarketing), Twitter, Mobile and Facebook. If you use Facebook, set a remarketing pixel to use. There are also retargeting services like Adroll.com.
In video advertising, an effective method is ad sequencing and it can be done with remarketing. Through video ad sequences and pure brand ads, it is possible to get lower costs per lead. For example, by running remarketing videos. There are tools like Shoestring and AdEspresso that can help with ad sequencing.
Do you want help with remarketing?