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Find out about Remarketing Campaigns and how to create your own. Connect with customers who have already visited your website and get the most out of your campaigns.
Remarketing is a term used to define the action of promoting your products or services to the public that have already visited your website. This is what is going on behind the scenes when you’re looking for a flight and all of a sudden all the pages you visit are filled with ads for flights or cheap hotels at the destination you want to go to. Remarketing is a new technique that arises from the enormous possibilities that the digital world currently offers us.
You may hear someone refer to this term as “retargeting”. Although they are similar and many people use them interchangeably, they are not exactly the same. While retargeting refers to the action of aiming the advertising message to those who have already visited the website, the term remarketing technically refers to a small variation of that message. For example, if a potential client has already entered our website and is again shown the ads that made him enter, but not buy, we would refer to it as retargetting. If in addition to displaying the ads, we vary the message slightly (10% additional discount, free shipping, etc.) it would then be remarketing. To keep it simple we will use the term remarketing to refer to both cases.
In this article we will explain how remarketing campaigns work, how to carry them out through Google Ads and what possibilities they offer.
How to set up Google Ads for remarketing
To configure Google Ads for remarketing, we will need to follow these steps:
First of all, it will be necessary to link our Google Analytics and Google Ads accounts. Remarketing is made possible because of the fact that Google Analytics leaves a cookie when a user enters our website. Later, the Google Ads system is able to recognise it and detect that it is a user that has already been on the website. To link the accounts, go to the Administrator tab in Analytics. Once there, the appropriate option appears in the “Property” column.
1.Once we have the accounts linked, we create the corresponding campaign type in Google Ads. To do this, click on the new campaign button and select “only for display network” and, within that, the option “with marketing objectives” and select the option “buy on the website” in the column “generate actions” , which as you will see also includes remarketing.
2.Once the campaign has been created, indicate the remarketing list that will show the ads in question. Go to the display, interests and remarketing network tab and then add the segmentation. Then choose the remarketing list you want. There are some already created by default, such as All Converters and All Registered. It is also possible to define and personalise the group of users on the basis of which we want to run the campaign. To do this, we create the segment that we want in Google Analytics and that will then be automatically exported to Google Ads.
Possibilities and best practices
The possibilities offered by this technology are very varied. Next, we will cover the most popular uses for and best practices relating to remarketing:
- Connect with those who have left the shopping cart. If a user has navigated your online store and even added some products to the cart it must mean that they are quite interested in it. If the purchasing process has been abandoned at some point, it is worth investigating to see what failed. Through remarketing you can create that little extra push you need to get the conversion.
- Connecting with those who have already purchased. This can be used to offer thanks and discounts, to tell them about other products similar to those they have already acquired and other possibilities.
Connect with all visitors who have not bought anything. You can direct a promotional message exclusively to them, and without bothering those who have already converted in your online store.
Connect with those who visit a particular page. For example, a blog entry or a specific landing page that you created for Black Friday. All this can provide clues to finding the interests of the target audience and to adapting messages to each one of them.
There are many different options and depending on what you sell, the type of customer you intend to acquire and many other factors, you can use remarketing in a number of different ways. There are many approaches to remarketing campaigns and the better you know your own business, the more ideas you will come up with to take advantage of this.
