Google Remarketing

Google Remarketing

What do you think how many users did not use your service or bought the product just because they forgot which website they visited? The answer is simple - a pretty large number. Do not let this happen! Act proactively by reminding them where did they find exactly what they needed at a given moment by placing additional ads.

When it comes to online advertising, remarketing is definitely worth taking a look at. Remarketing (sometimes referred to as Retargeting) can be defined as a strategy for re-displaying ads across different platforms, to people who have already interacted with your website, Facebook page, newsletter, etc. This targeting method has proven to be very effective in the AdWords platform.

Remarketing can be used in all AdWords campaigns, i.e. Search, Display, Mobile, Video and DSA.

The process of remarketing begins by placing the pixels (code) on a site or page we have chosen as the key one, whose visitors (or visitors who perform a certain action on the website) will be grouped on the Remarketing list. After a certain period of time, when we acknowledge that we have a sufficient number of people in the database, we can select the type of campaign. Whichever type of campaign we choose, the goal is the same - show the ad to people who already had an interaction with the website.

Therefore, a variety of actions visitors had on one of our media can be selected for remarketing. From simply visiting the home page, to visiting specific pages for specific products or services, to specific orders or reservations. The appearance strategy is based on the selection of the action, so if we want to raise brand awareness, we can show the ad to all the visitors. If you want to target visitors who have been on specific product pages, they can appear with product ads within the same or similar category. Everyday practice has shown that the best tactic is to target the visitors who made a specific action (purchase), and re-market, for example, accessories for the product they bought.

Some of the most important effects achieved by the Remarketing ads include:

  • Increased brand awareness
  • Increased website revenue
  • Attracting new customers
  • Improved website user engagement

Of course, any method, regardless of how innovative it may be - has its advantages and disadvantages. The main disadvantage of a Remarketing campaign is that, if not used properly, it can provoke reactance. When visitors keep seeing an ad "following" them on various websites and platforms over a certain period, they can develop an unpleasant feeling of "being stalked". So, instead of achieving the effect of re-visiting the website or buying a product, visitors from the Remarketing list will start experiencing that ad as annoying. Having in mind these side effects, one should be careful when using remarketing, and limit the number of hits or the campaign duration.

Dynamical Remarketing

Have you seen the banner with the latest model of Asics Gel Lyte shoes that has been following you for days, popping up on each page you visit? For the first time, this is something you are really interested in. Did you buy Asics Gel Lyte Shoes in the same price range over the last 6 months??

Dynamic remarketing shifts traditional marketing to a completely new and advanced level, with automatically customized ads and specifications thereof based on the models you've reviewed, shown interest in, or perhaps bought.

It is basically a more advanced remarketing - with double conversion rate, and two times cheaper. One of the main advantages is that this type of advertising will definitely separate you from the insufficiently relevant ads, leaving the competition behind.