What is remarketing and why do businesses need it?

what is remarketing

We have been familiar with advertising for years and years now. Even when there were no social media or the Internet, advertising still existed, of course, and may we say it does not give a step back from the industry now. Offline ads were, and continue to be, one of the most powerful marketing weapons. And how the remarketing is included in those weapons.

But nowadays it’s easier. Marketers still do tons of physical campaigns with billboards, flyers, brochures, television, and radio advertisements, but let’s face it – the future is online. Almost everybody scrolls through social media all the time, searches websites, even reads the news online. And with people developing, advertisements develop too. 

And it’s so much easier and more accurate. Let’s pretend you are a man and you’re walking home after a long day at your accountant’s company. If some promoters hand you a brochure for a phenomenal mascara, hair dye, or a new manicure studio, there is a 97% chance you won’t be interested. Because you are not their targeted audience. 

But the minus with offline ads is that they can’t control too precisely who they reach.

On the other hand, online advertising is typically more targeted, easier to track and report on. Especially thanks to remarketing. 

We think it’s time to dive deeper. 

The remarketing definition you have to know remarketing definition

Have you noticed that every time you visit a website for hair products, even just once, it magically appears everywhere afterward – on Facebook, on Instagram, as a banner for almost all the websites you visit?

And not just this specific site, others that offer that type of product too. This is not magic. This is remarketing (also called retargeting). 

Remarketing definition.

Remarketing definition. This is the process when advertisers target customers based on their actions online and by tracking their internet activity. It happens with users who have already visited a certain website or showed interest in the products it is offering. 

If you are still wondering “what is remarketing”, think of it as a digital marketing strategy that is giving you the opportunity of finding people who have entered your website without taking any action and bringing them back to your page, turning them into conversions.

Remarketing makes it possible to target ads aiming for different types of conversations. It’s not always about sales, as you might think in the first few seconds. 

You can remarket people to sign up on your website, subscribe to an email, etc. Sometimes, all the action you need is to create a loyal circle of potential customers. 

Don’t think of it as some sort of “stalking” because it sounds dangerous. It is not. Stalking when it comes to marketing is necessary for a good ad campaign. And it’s not like they know your name or address, your identity is not in the picture. In remarketing you’re just an IP address.

You probably have noticed when you go to a website there is always a warning about the page’s cookies.

Getting “cooked” means marketers can see what pages you visited. If you have checked some specific products/services, how much time you spend on the website, how many pages you looked at, etc. 

The best thing about remarketing is that it shows you only things you’re interested in. It won’t randomly choose what is to appear to you – it will be either a website you have already visited or a web page about products you looked at. 

And this is good for both users and businesses. With that personal approach, you’re not looking at pointless ads and they’re increasing conversion rates for previous or potential visitors. 

Google ad remarketing is a powerful technique because it helps to stay connected with a target audience, even if they leave the website.

The main types…

When it comes to remarketing, there are a few popular types between which you could choose (there are more, but those are the best ones, so we’ll focus on them).

  • Video remarketing – all these video ads you see before or during YouTube or another Google display partner website’s videos. It’s a visual way to bring back potential users to your page after they have left it. 
  • Email remarketing – If you have ever put something in your cart, only to leave the website later without purchasing it, there is a good chance you have experienced email marketing first hand. It contacts via email people who engaged with your site in some way – they might have filled out a form partially but left it without completion or abandoned their carts with items inside.
  • Display remarketing –Your ads will appear in the form of display ads on other websites which are a part of the Google display ad network. Potential customers will see them as they visit different sites on the web.
  • Social Media Remarketing – That type of remarketing limits your options only to social media, as you can suggest. You can use LinkedIn, Facebook, Twitter, etc. to show ads to people who have looked through your website while they are scrolling through those social media channels.

Those ads operate with a special tracking pixel, which you can put on different pages of your site. If a user visits that page and leaves, this mentioned pixel will collect their information so you can manage to remarket them with an ad later.

  • Dynamic Remarketing – This involves a personal ad for all visitors, depending on what they were searching for. If they have looked for sneakers and especially if they have left a pair in their cart which they abandoned later, they’ll see an ad with that pair specifically. 

That personal element will increase the chance of them wanting to visit your website again.

Google Ads remarketing that will bring success to your company google ads remarketing

Well, maybe the biggest advantage of remarketing with Google is the wider audience you could reach. If you’re using Facebook remarketing, for example, you can only get to the people using the social platform. 

On the other hand, the Google Display Network reaches almost all of the users on the Internet generally speaking. Plus-minus 10-15%. 

Also, Google Display Network allows you to make it more personal and to customize further your Google remarketing campaign. If your cart-abandoning shopper was looking for dog food, for example, you could put your advertisement on animal websites or create a special audience segment of animal owners. 

The demographic data you’re able to customize based on language, populated place (entire country or specific area), mobile applications, devices, location depending on the user’s Google searches. This puts targeting on a different level. 

Let’s have another example of the dog owner. If he has something to do in the neighborhood where your zoo store is located, Google remarketing can display your advertisement when he opens an app to check the news. Smart, right?  

Another example. If you analyze that most women leave their carts abandoned and men go through with their purchases, you would like to target for your remarketing strategy only men, so that you’ll get to your more engaged previous visitors. 

Google gives you that customization advantage. And the way you could actually analyze this data is with Google Analytics.

Google Analytics gives you the chance to track ad performance and from there specify the customization. 

You could add tracking codes to your remarketing campaign and check how your efforts are doing. If you find out that some are performing better than others, you can decide to invest more money there or completely cut down on the ones that aren’t working. 

Analytics can also help you customize your Google ad campaigns even more with the demographics and interest reports that collect information about users’ common interests.

And also…

Customization with Google remarketing doesn’t stop here. You could personalize your ad design. Choose your graphics and content. Maintain your brand’s voice and identity as a whole. This flexibility gives you stronger control over how your remarketing campaigns look in general. 

Google is more affordable because it tends to be more cost-effective. So let’s say the expensive is cheaper when looking at the big picture. And you can decide your ad frequency which is so important. 

If you irritate people, there is no chance they will come to your website again and, even less – make a purchase. But you shouldn’t let them forget you too. So you must find that golden middle – not too much, not too little because with Google remarketing either way could turn out crucial.    

And it’s not only about purchasing. Google Ads remarketing could be used as a way to increase your brand awareness too. 

If people see your ad quite often, even if they have never visited your website, they’ll be familiar with what it offers. Building brand recognition is not a small goal you can achieve with Google retargeting. 

It’s important not to forget about ad rotation. You know how, after you see something so many times you just turn it off when it comes across your eyes. You don’t notice it at all. 

Like when you drive the same road to work for five years – after the first few months you do it by intuition, it’s like you don’t see it. With ads, it is the same. When we see one advertisement all the time, in the end, we don’t pay attention to it at all. It’s like a part of the design of websites, videos, etc. – it just merges with the landscape.

That’s why when you’re running a remarketing campaign it is important to have a few designs to rotate after a certain time. By testing new imagery and text regularly, you can seem fresh and also deliver different messages to your audience and understand which one has a better impact on the customer’s behavior. It’s a double win!

The field of Google remarketing is best known from an expert point of view. Leave it to them.

google remarketing from the experts

As we have said from the beginning, Google remarketing is the best way to catch all those users who showed interest but escaped for some reason. 

Also, it is one of the cheapest ways to advertise, no matter where we’re looking at it. Because when you run your remarketing campaign you’re targeting only people that have already shown interest in your business or others who offer the same services/products as you. 

With the other types of advertisement, you’re reaching all people. And you’re spending your money on users who have no intention of becoming your loyal audience. With remarketing the chance of them converting is so much bigger. 

While we’re on the benefits we can’t mention the “personalized” ads. With exactly those shoes, gardening supplies, or book titles the user was specifically interested in. 

Let’s say you’re checking for a pair of sunglasses online, but you have doubts and don’t purchase them at the end. And then, all of a sudden, a couple of days later you see them while scrolling on social media. And then when you check the weather. And again, and again. 

If that is not a sign from the universe to buy them, I don’t know what it is! Well, actually it is just a very well-done remarketing campaign, but who can tell? 

Behind those enormous perks of Google remarketing stands a lot of effort, knowledge on the subject, and planning. This Google analysis can be a great help for you, but when you don’t know how to understand it and extract the important data, is it useful?  

Leave it to the experts

Trusting your remarketing campaign and digital marketing strategy to an agency with a great team of experts, in general, is always the better option. It’s not something you can learn in a day and not a thing you should neglect. 

Reaching your audience online is a huge deal that could shout you to the top in a second. And knock you down for the same amount of time. Find professionals who are your perfect match and work together. When everybody knows what his job is and does it the right way, the results can be outstanding. 

If you are interested in the services we provide and you want to meet our team of experts, don’t hesitate to call or write to us. Or if it’s more suitable for you just fill in the form at the end of the article. We’ll be happy to hear from you!