REMARKETING: THE REAL FORCE OF ADVERTISING ON THE WEB

You know when you look for a product on a website and suddenly you find it everywhere (in the Facebook feed, on YouTube before seeing a video, on the most different websites?)

Well, when this happens it means that someone is doing a remarketing action and you are one of the target users.

What exactly is remarketing?

Simply: remarketing is the advertising that is shown to those who have surfed on a website but have not completed the final conversion.

The final conversion is nothing more than the ” achievement of a goal “.

For example: did the user not leave the contact email? You start a remarketing action. Has the user not registered for the service? Another remarketing action. The user has not purchased the product? Another remarketing action. And so on.

How does remarketing work?

To start the remarketing process, your site must be set to record the visits and the actions you want to monitor. The actual remarketing action begins after the user has left your website.

Here’s how it works:

  1. The user navigates on the web
  2. Go to your site
  3. It does not perform the conversion you wanted and leave the website

At this point your site recorded the visit and the actions taken. The day after the remarketing campaign you have activated reaches the user who surfs the web:

  1. The user navigates on the web
  2. Start to see your advertising on different sites and social networks
  3. Click on one of your listings, return to the website and this time convert

A classic remarketing process. The user sees you and remembers you, maybe he has more time available, or he is informed and now he is more inclined to reach the goal, the variables are many and to be analyzed. The fact is that remarketing works. And it works great.

How to do remarketing?

Remarketing takes place primarily on Google and Facebook . We therefore use the tools that the two giants of the web make available to advertise on their channels. Let’s see them right away.

Remarketing on Google

To make remarketing on Google you must use Google Ads (formerly called Google AdWords).

First, link the Analytics account of your website to a Google Ads account. Create goals on Analytics and import them as conversions in your Google Ads remarketing campaign.

These goals / conversions will be tracked and allow you to create specific remarketing audiences directly from analytics. If you have enough visits you can also create smart goals , which allow you to track the “best” sessions that take place on your website.

Add more audiences to use for remarketing from the Google Ads “Audience segments” section , for example, who visited certain pages on the site but did not visit others.

Remarketing mode on Google

In Google Ads, you have access to different ways of remarketing.

  • Standard remarketing: publication of banner ads on websites and apps that are part of the Google Display Network. The Google Display Network includes more than two million websites and more than 650,000 applications
  • Dynamic remarketing: users see specific products or services they have already seen. Dynamic remarketing is a very high-performance option that can be adapted to the needs of an e-commerce with many products
  • Search Remarketing : Shows advertisements while users are searching on Google
  • Remarketing of customer lists : remarketing that takes place starting from the contact information of its customers

Summing up:

  • Link Analytics to Adwords
  • Create the goals you want to track and import as conversions
  • Create audiences
  • Activate remarketing

Remarketing on Facebook

To make remarketing on Facebook you must use the Facebook Ads advertising platform .

First of all, track the visits and behaviors of your users by installing the Facebook Pixel on the site , a snippet of code that provides you with Facebook itself. What conversions can you track with Pixel? Many, from the simple visit to the online purchase . Once you’ve set up your conversions, create a custom audience, which you’re going to make your remarketing campaign.

Remarketing mode on Facebook

The options for creating a remarketing audience are different, just like in Google Ads.

  • Website traffic : create an audience of users who visit the site or perform a specific action
  • Customer files : Create an audience from a file with your client’s contact info
  • Activity in the app : Create an audience that has performed actions in your mobile app
  • Offline Activity : Create an audience that has interacted with your business outside of the web
  • Interaction : create an audience of those who have interacted with your content on facebook or instagram (who clicked, who put likes, etc.)

Summing up:

  • Enter the Facebook Pixel on the site
  • Choose the conversion actions you want to track
  • Create custom audiences
  • Activate remarketing

Example of remarketing

Here’s an example of how you can use remarketing.

You are conducting a campaign to acquire new customers . Specifically, you have created a simple Google Ads campaign on the Search Network . Who clicks on the ads lands on the home page of your website.

You are tracking visits with the Facebook Pixel. You could divide users into:

  1. Who only visits the home page
  2. Those who visit three or more pages of the site but not the contact page
  3. Who visits the contact page

The three actions above constitute a sort of funnel , which goes from the highest part (visit to the homepage) to the lowest part (visit to the contact page).

Thanks to remarketing you can divide users based on these three actions , thus creating three distinct audiences.

Once you have created these audiences, you start three distinct remarketing campaigns, which push users forward in the funnel and make them reach the final goal, ie contact you via the contact page form to request a quote.

Conclusion

It is essential to remember that the public created need different messages and communications , depending on the position they are occupying within the funnel: the user who visited only your home page will need a different communication from the one he visited the contact page.

This is indeed the great power of remarketing . Being able to segment the audience so as to be able to send messages as specific as possible.

What do you think about it? Would you like to deepen the topic or are you interested in our web marketing services ? Contact us to talk with us!