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Getting site visitors to make a purchase is one of the biggest challenges for those offering products and services online. Remarketing activities can help in attracting customers who have left the site without making a purchase. However, their choice should not be random. Learn more about remarketing and improve your company’s sales performance!
What is remarketing?
Remarketing is a marketing strategy that involves reaching users who previously visited your website but did not take a desired action, such as purchasing, subscribing or filling out a contact form. It works by tracking user behavior on the site using cookies and then targeting personalized ads to those users on other websites or advertising platforms.
How does remarketing work?
The principles of remarketing are quite simple. A potential customer browses through various products on an online store, but leaves without making a purchase. Google saves a cookie in the browser, sharing with it information about the user’s visit to the site. If that user then accesses a page that is present in the AdSense ad network, the cookie triggers the site to display a tailored ad for your products. Such a reminder of the offer may encourage him to return to your online store and make a purchase there.
Types of remarketing
Remarketing can be divided into two types: static and dynamic. The former refers to ads that are personalized based on the general categories of products or services viewed. For example, if a user has browsed winter shoes, remarketing may show him content about your store’s general offerings or other footwear brands.
With dynamic remarketing, on the other hand, the ads are more personalized and take into account the specific products or services the user has browsed on the site. Referring to the example with winter footwear, dynamic advertising will redisplay to the user the shoes they browsed in your store, products similar to them, complementary products such as laces, and products they previously purchased. Dynamic remarketing is usually more effective, but requires more sophisticated data management and product catalog.
What are the advantages of remarketing?
Remarketing offers many benefits for both companies and customers. Here are some of the key benefits of remarketing:
- Re-engaging users: Remarketing allows you to re-engage users who have interacted with your brand. This gives you a second chance to convince them to buy.
- Personalized ads: Remarketing allows you to deliver personalized ads that are more effective and more appealing to your audience.
- Increased conversions: With remarketing, you can increase your conversion rate because your ads reach people who have already expressed interest in your product or service.
- Cost optimization: Remarketing can help you better manage your brand promotion expenses because ads are targeted to a more specific audience.
- Broad reach: Remarketing allows you to reach users on different platforms and websites, which increases the reach of your marketing campaign and contributes to its effectiveness.
How to run an effective remarketing campaign?
An effective remarketing campaign requires proper planning, which is similar to preparing classic marketing strategies. The first step, of course, should be to determine the goal of the ads, which in this case is for the user to make a purchase after visiting your site again. Then you need to choose the right marketing tools and channels. In this case, user analytics data can be helpful. It is also important to integrate the aforementioned tools with your website.
The next step in remarketing is audience segmentation. It allows you to tailor ads to different groups of users, depending on their behavior on the site. Create segments based on pages visited, time spent on the site and other relevant indicators. Finally, you can move on to creating personalized ads that will grab the user’s attention and encourage them to return to your online store.
Before launching your remarketing campaign, also remember to set the frequency of your ads. Remember that too frequent pop-ups of remarketing content can be annoying to users and even discourage them from making a purchase. Data monitoring and analysis is also an important step. Checking which segments and actions are effective allows you to make changes to increase the effectiveness of your ads.
Our specialists can help you create an effective remarketing strategy. Feel free to contact Devispace to discuss the details of cooperation!