What is retargeting?
I imagine that you have heard about remarketing/retargeting on some occasions and I know that if you are reading this it is because you are curious to learn more about it.
Today I will tell you what remarketing is and how it works applied to Google ads.
Let’s start by defining What is remarketing?
Remarketing or retargeting is a system that allows you to create personalized ads for those users who have previously visited your website or e-commerce with the aim of increasing ROAS.
The greatest utility of this strategy is that it allows you to re-impact the user who once visited your website or e-commerce and did not finish the conversion process or complete the purchase.
When a user enters a website, internally, it is detected by a cookie, in order to identify each user who visits the site and have access to their activity within it. The information provided by a cookie allows you to add the user to a remarketing list.
The intention is to generate an impact more than once on someone who has already shown interest in the product before. What is achieved with remarketing is to remember and offer again the product or service that has interested you at some point, encouraging the user to move forward and achieve a conversion. Perhaps with a much more personalized ad, offering some kind of special discount, etc.
The most used remarketing tool currently is Google Ads, however it can also be applied to social networks.
The most common strategy for remarketing is standard remarketing, which consists of showing an ad while the user browses other websites that are associated with the display network.
Other types of remarketing are:
Search remarketing: This appears only when the user previously interested in our product or service, searches the internet for keywords previously chosen by us.
Specific remarketing strategies: The example of this type of strategy is mobile remarketing, where ads related to applications or websites for smartphones that the user normally uses or has visited are shown, another example is video remarketing, which is only focused on users who interact with videos on our YouTube account.
As you can see, remarketing can be a great tool for your business and could help you personally segment the audience you want to target with your ads. I share some of the advantages of doing remarketing:
- Strengthen the image of the brand.
- It acts as a reminder of our product or service to the user.
- You can create personalized lists according to the user’s profile.
- It allows a focus on those potential customers who subsequently showed some interest in our product or service.
- It allows you to have ads reach those users at a time when they are most likely to buy.
- It can provide you with valuable data for marketing, it can even provide you with reports on campaign performance with objective data in real time.
- Your ads can appear on any website in the Google display network, reaching 90% of internet users.
Now that you know a little more about remarketing, you will realize that it is a very effective strategy to re-attract those users who, despite having entered and interacted with your site, did not finish the conversion or lead. It is an opportunity for you to get those potential customers to convert.
What do you think if in the next article I share with you how to do remarketing on social networks?
I hope this information will help you to grow your business. If you have questions, share them in the comments and we will help you solve them.
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