Remarketing is a powerful tool in a business and marketer’s arsenal. It allows you to reach business goals by targeting and getting in front of customers wherever they are and on whatever platform they are using.
This guide covers the basic principles of remarketing, the various strategies you can deploy, and more. Learn how remarketing works and uncover different ways to get started on your remarketing journey.
Understanding remarketing.
Remarketing is one of the most popular forms of digital marketing for businesses. It allows you to connect with those who have previously interacted with your business or brand and get in front of them across a range of platforms and websites.
A common example of remarketing is targeting a customer who has abandoned their shopping cart on a website. In this case, the next day they might see a banner ad for the item they were deciding on. This automated marketing approach is called remarketing.
Whatever your industry, remarketing can assist in achieving your business goals and milestones. It can be used in a variety of ways, from driving brand awareness and promotions, to niche campaigns including special offers or new product launches.
And thanks to the range of customisation options, remarketing can help you achieve your business goals at a budget that suits you.
Remarketing is a flexible approach that can be tailored to suit different budgets, platforms and business goals. It allows you to easily engage with potential customers in a scalable and automated way. It also enables you to connect with people who have already considered your product or service, driving them from consideration to conversion.
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Different ways to approach remarketing.
There are a few ways you can approach remarketing and the different campaign types. You can choose between the Google Display Network and Google Search Network campaigns.
Display Network campaigns.
Using remarketing with display campaigns is an effective way to visually showcase your offerings to consumers who may have visited your website, platform or app.
The abandoned cart example is a great one and is purpose built for display campaigns.
Search Network campaigns.
The remarketing setup for Search Network campaigns is very similar to that of the Display Network but without the added impact of the visual elements.
It’s best to start with the network you hope you achieve the most value with and then expand and test successful strategies across the other network options to further enhance your performance.
Types of remarketing.
Before getting started, it’s worth understanding the main types of remarketing tactics and strategies.
1. Standard remarketing.
If you are beginning your remarketing journey, the easiest way to get started is with standard remarketing.
This type of remarketing shows display or search ads to previous visitors to your website, app or platform as they browse. This can be across the millions of options of platforms on the Google Display Network or Search Network as they are searching for related products or services terms.
What this means is that if a customer has visited your site and has looked at a particular item or page before moving along, remarketing ads will follow them across other websites, apps and various social platforms.
2. Dynamic remarketing.
Dynamic remarketing takes things a step further than standard remarketing. It shows ads for products and services that were previously engaged with as well as a host of new options. Using specific messaging and prompts, you can draw them back and encourage them to complete the action.
Dynamic remarketing is particularly powerful as you can scale your ads to cover not just what was engaged with but different areas of your website, broadening your reach and opportunities for making a sale.
3. Remarketing lists for search ads.
Remarketing lists for search ads is another effective method. This is where ads are shown to previous visitors when they do follow-up searches. Using the remarketing lists for search ads options allows you to tailor your message to those who have previously interacted with your business.
You can tailor your message based on a range of options. This can include those who have interacted but have not purchased and are still in the search and research phase. Utilising features like keyword matching and effective bidding strategies also allow you to build the best campaign.
The reason remarketing is so effective for search ads is that you can also show similar ads to those who have placed an item in their cart and haven’t checked out.
4. Video remarketing.
If you have ever watched a YouTube video and had an ad – be it a banner or short search ad – pop up while you are watching, you have engaged with video remarketing.
With video remarketing, ads are shown to those who watched or interacted with your YouTube channel and content. This is especially effective for specific campaigns, as well as general brand awareness.
5. Customer list remarketing.
With customer list remarketing, you upload a list of customer details, including key information, and ads are displayed to these customers across mobile, desktop and other devices. The beauty of this approach is that you can drive repeat business opportunities with minimal output.
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3 top best practices for remarketing campaigns.
- Use simple and compelling copy and visuals. This ensures that prospective customers focus on one key action that they are being driven towards and that they take it.
- Create urgency through limited offers and promotions. The sense of time-based urgency drives action and results.
- Choose the right platforms. Whichever remarketing strategy you choose, make sure you are engaging with your prospective customers on the right platforms.
Done right, remarketing is a cost-effective way to reach your audience at scale and achieve your brand goals. With a wide range of websites, categories and options to choose from, you can ensure your business is discovered exactly where and when you want to be – and drive customers from consideration to conversion.
Looking to make your mark with remarketing? Yellow Pages’ Digital Display team can help you connect with the right customers at the right time, and drive more results for your business.
