What is Remarketing and how to apply it?


Remarketing is part of a digital marketing strategy, where you can create personalized ads in Google Ads for users who have previously visited your website. It was originally called retargeting, although Google later decided to rename it “remarketing” and it has become very popular.

The purpose of remarketing is to re-engage users who previously visited the site and did not complete the purchase or registration process. In such a way, by means of advertisements, to generate an impact on users and encourage them to complete the process.

Many times we are lucky enough that, on the first visit, the user subscribes to the website and makes a purchase, but, the reality is that users, before taking any action, visit a website more than once, until they make a decision. That is why, in this article you will find the definition of remarketing and everything related so that you can include it in your campaigns, in order to achieve the best conversion return.

What types of remarketing are there?

There are different types of remarketing, each of which differs in the way they work and the benefits they offer. These are the types of remarketing that you can apply:

Site Remarketing

This type of remarketing involves showing ads to people based on their actions. That is, depending on the pages they visited, whether they added a product to a shopping cart and did not complete the purchase, the types of products they viewed and whether any of them were favourited.

To create an audience with these common actions and reach them through social networks and different websites.

Standard & Dynamic Remarketing

Standard remarketing shows display ads to users who have previously visited your website. The content of these ads cannot be changed, and they appear to users as they browse the site.

While in dynamic remarketing, you can personalize the ads, according to the products or services that users have seen while visiting your website. With the aim, that users see through the advertisements the products or services that caused them interest in the beginning.

The advantage of dynamic marketing is that it automatically extracts all the necessary information from the feed of each product or service. For example; the image, name of the product and its price. Saving you the time of creating different advertisements for each variation.

Remarketing for mobile applications

Unlike the ones mentioned above, in this case, ads are shown only on mobile applications or websites. In order to redirect users through banner ads or video ads on mobile apps. This type of remarketing is aimed at brands and companies that want to be present in the daily lives of users.

Remarketing for search network advertisements

Search ads do not appear in display form, so remarketing campaigns of this type appear to users when they search on Google. Those users who visited the website and continue doing searches related to the product or service that our brand offers.

For the optimal functioning of search network ads and in turn remarketing, it is essentially the correct use of keywords that relate to your product or service and those that users tend to use when searching in relation to what the brand offers.

Remarketing by mailing lists

This remarketing can display ads to email lists previously collected with online information. The emails are obtained when a user subscribes to a website by entering their details from a landing page.

Video Remarketing

Lastly, video remarketing, the list acquisition process is not done by visiting a website as in the previous cases; but by interacting with videos on YouTube, where ads will also be shown; as well as on some websites and mobile apps.

How to apply remarketing in an advertising campaign?

After knowing the types of remarketing that exist and how they work, it is much easier to know which one your brand needs to retarget users and convert them into customers. The process to apply remarketing in an advertising campaign is very easy, you only need to follow these steps:

Create a remarketing tag from Google Ads

Before you start, it is important to get your tag, which is HTML code that you will insert. The purpose of this tag is to track the user when they click on your ad, visit your website, make a purchase or sign up for your website.

Creating a remarketing list

You can create one or more lists for remarketing, these lists contain users who have previously taken an action from your website, such as those mentioned above. In addition, they can be configured according to the objectives of your brand.

It can be configured based on website visitors from a specific time period or through segmentation; users who entered a product or service in a shopping cart and abandoned the page before completing the process, forming part of the conversion funnel; as well as users who completed the purchasing process to convince them to return.

Once the marketing list has been set up, you should wait a few days for it to fill up until the minimum number of users is reached. For the display network a minimum of 100 active users is required, for the search network and YouTube 1,000 active users.

Create your remarketing campaign

Once you have the minimum number of users, you will be able to create your campaign and choose your audience from the lists you have previously created, also setting the usual options offered by Google Ads or your advertising tool, such as language, geographic area and other options.

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