What is Remarketing?

Remarketing means targeting consumers who have previously viewed something on your website or showed an interest in your products. It offers a means of re-engaging consumers who might have been browsing pages on your site but did not follow through with a conversion.

Remarketing will allow you to track individual pages on your website. This will let you recognize the consumers who spent time on those pages without converting. For example, many brands will track their shopping cart pages, so they can target those who leave their shopping carts.

Once you have recognized the targets, you can then display specialized ads that promote the products they previously viewed. These ads, therefore, will be extremely personalized and promote items that people previously showed an interest in, increasing their relevance.

How Remarketing Works

What makes remarketing so striking are the layers of data it uses to re-engage potential consumers. This is possible through the data obtained while they make their way through the pages of your website, such as their email address or small bits of data that are collected on their computer when they interact with particular webpages. This data includes information such as the pages they visited, how long they stayed, and the products they viewed or clicked on.

By analysing this sequence of actions, you can distinguish which product(s) the user was interested in and if they were interested enough to come close to buying them. The behaviour determines the type of remarketing action the campaign will start.

Types of Remarketing Campaigns

Remarketing campaigns can be classified into five main types:

1.    Standard Remarketing

2.    Dynamic Remarketing

3.    Remarketing Lists for Search Ads

4.    Video Remarketing

5.    Email Remarketing

Standard Remarketing

This type of remarketing involves showing display ads to earlier visitors as they navigate their way through different websites that use the Google Display Network apps and social media websites such as Facebook. Standard remarketing also targets visitors who use search engines such as Google to search for terms that are correlated to the products or services that you offer.

Dynamic Remarketing

Dynamic remarketing means serving visitors ads that are tailored especially for them depending on how they have browsed a webpage. This type of remarketing includes ad messages that are created especially for the visitor who’s viewing the ad, rising their chances of coming back to your webpage for the retrieval of those abandoned items.

If a visitor spent more time on the pricing page and then exits your website, your dynamic remarketing ad should focus around the pricing, maybe tell them of a free trial offer or a discount.

You can also display remarketing ads to visitors who have browsed through your blog or other informational stuff and convince them to download a guide or join a webinar that correlates to the information they’re engaged in.

Remarketing Lists for Search Ads (RLSAs)

Remarketing lists for search ads are offered by Google AdWords that provides you to customize your search ad campaigns for visitors who have been on your webpage in the past. The search network allows you to tailor your bids and ads to the visitors that have been on your website when they’re searching Google and other partner search sites. You can use this type of remarketing ads for visitors who abandon your website and then go on Google search to find related solutions.

Video Remarketing

Video remarketing includes showing those visitors remarketing ads that have recently viewed your videos or to people who have been on your website.

You can display video remarketing ads on YouTube at the start or in-between videos your potential consumers are viewing (where they’ll have the choice to skip the ad). You can also display a remarketing ad on the right-hand side margin where they find video recommendations.

Email Remarketing

Email remarketing encapsulates two methods:

1. Serving remarketing display ads across various websites to users who open an email from you.

2. Reaching out to visitors who have left your website without completing a purchase with targeted follow-up emails that persuade them to come back to your website.