Remarketing is a digital marketing strategy that is responsible for showing personalized ads to users who have previously had contact with the website, or an application linked to it, but who did not complete the desired action. This technique allows companies to re-engage people who have shown interest and convert that initial curiosity into a concrete action.
If this is done correctly, it is possible to obtain significant benefits, such as increasing conversions, improving ROI and strengthening the company’s brand and reputation. Many platforms are used for this, such as Google Ads and Meta Ads (formerly Facebook Ads), which provide advanced tools to track and segment the types of visitors to each website.
Introduction to remarketing and its importance
Remarketing is simply a digital marketing strategy that involves showing personalized ads to users who have previously interacted with a website or app but have not completed a desired action, such as a purchase or subscription.
Many companies use this technique to re-engage people who may have been interested and turn that curiosity into action. Broadly speaking, we can say that remarketing, when applied well, can offer substantial benefits to companies, such as increased conversions, improved return on investment (ROI) and brand reinforcement.
Remarketing is a digital marketing strategy that involves displaying personalized ads to users who have previously had contact with the website, or an application linked to it, but who did not complete the desired action.
Remarketing and Retargeting… Do you confuse them?
No, of course Remarketing and Retargeting are not the same thing, even though many sites use them interchangeably. Remarketing generally refers to ad campaigns based on data from customers who have already interacted with a company.
Retargeting, on the other hand, focuses more on showing ads to users based on their browsing behavior on other websites. Similar doesn’t always mean they’re the same, right?
How does remarketing work?
Remarketing collects user data through cookies and tracking pixels, segmenting users into lists based on their behavior, and running personalized campaigns through platforms such as Google Ads and Meta Ads. This process maximizes ad relevance and improves conversion rates.
Collection of user data
The remarketing process begins with collecting data from users who have interacted with a website or application that is related to the website. This information is obtained through the use of cookies and tracking pixels that are placed on the site. These tools are responsible for recording user actions, such as pages visited, products viewed, and forms completed.
A clear example of this is Google Ads, which uses remarketing code to track website visitors, while Facebook, for its part, uses the Meta pixel to collect data about interactions on its platform. In other words, it does something similar, but within the ecosystem that is its social network.
Remarketing collects user data through cookies and tracking pixels, segmenting users into lists based on their behavior.
Creating remarketing lists
Once you have the data, the next step is to manage it to create remarketing lists segmented into groups of users depending on their behavior within the website. These lists can include:
- Visitors to a specific page.
- Users who added products to the cart but did not complete the purchase.
- People who visited the website in the last 30 days.
These lists allow advertisers to customize (redundancy intended) ads for each segment, thereby increasing the relevance and effectiveness of campaigns.
Running remarketing campaigns
Once the data is collected and sorted, the actual remarketing campaigns must be created and executed. This process includes:
- Setting up Google Ads: You need to access your Google Ads account by selecting “Tools and settings” > “Linked accounts”. Once you do that, you need to link your Google Analytics account to be able to track and segment visitors.
- Create remarketing lists : When you log into Google Ads, navigate to the “Audiences” section. In this section, you can create lists based on user behavior, such as visits to specific pages or shopping cart abandonment.
- Design personalized ads: Use images and text that are relevant to each segment of your remarketing list. Make sure your ads are engaging and clear in their call to action.
- Setting up your remarketing campaign: Go to the menu and select “Campaigns” > “New campaign.” Once you’ve reached this point, you need to choose the objective of your campaign, such as “Sales” or “Website traffic.” You can select “Display” or “Search” campaign type and configure basic details such as budget and location.
- Implement remarketing code: You need to make sure you have remarketing code installed on your site so you can track visitors. Check that the code is working properly and collecting data from users.
- Launch and monitor the campaign: the campaign must be launched and monitored closely to check its performance. Ads can be adjusted, as can bids and audiences depending on the results obtained and the effectiveness of the campaign.
Types of remarketing
Although we have already explained what remarketing is, it is necessary that you know the main types that exist, which are standard, dynamic and social networks.
Standard Remarketing
Standard remarketing involves showing ads to users who have previously visited a website or interacted with a mobile app. This type of remarketing is effective at reminding users about products or services they have previously viewed but not purchased.
For example, a user who visits an online store and looks at several products without making a purchase will subsequently see ads for these products while browsing other websites.
Dynamic Remarketing
Dynamic remarketing is the display of personalized ads based on products and/or services that users have viewed on a site. Specific data about the user’s behavior is applied to show the most relevant ads, including images and descriptions of the products that the user has already viewed.
In a hypothetical scenario, let’s suppose that a user visited a website selling shoes on an e-commerce site and did not purchase the product. In this case, dynamic remarketing comes into play and shows ads for the same or similar models when visiting other websites.
Social media remarketing involves showing ads to users who have interacted with a brand through social platforms, such as Facebook and Instagram. This type of remarketing is used to re-engage users who have visited a brand’s profile, interacted with posts, or clicked on previous ads.
If a user sees an Instagram post about product X, but doesn’t buy it, they’ll later see ads for that same product while browsing their Facebook feed or Instagram itself.
Advanced Remarketing Strategies
Are you trying to develop a remarketing strategy and having trouble? Below we will share tips and strategies so you can maximize your results:
Advanced segmentation
Advanced segmentation allows you to group users based on shared characteristics, such as behavior, interests, or demographics, to deliver more relevant messages. To precisely segment audiences:
- Use behavioral data: Make sure to group users based on the actions they take on your website, such as pages visited, time on site, and products added to cart.
- Target by intent: You need to identify the user’s intent, such as searching for information, comparing products, or making a purchase. This approach will allow you to adjust your ads based on the stage of the sales funnel in which users are.
Personalization of ads
Ad personalization improves the relevance and effectiveness of remarketing campaigns. Here are some tips to help you get 100% targeted:
- Dynamic Ads: These dynamic ads will be of great help to you in showing specific products that users have viewed on your website, automatically adapting the ad content to each user.
- Personalized messages: You can create specific messages for different audience segments, such as special offers for users who abandoned their cart or educational content for those in the research phase.
Integration with other marketing strategies
Being able to combine remarketing with other digital marketing tactics can amplify the results:
- Email marketing: Use remarketing alongside email campaigns to remind users about products they’ve viewed and offer them additional incentives to complete the purchase.
- Social Media Marketing: Don’t forget to integrate your remarketing campaigns with social media strategies to keep your brand present on the platforms that users frequent.
- SEO & PPC: Complement your remarketing efforts with SEO and PPC strategies to attract new traffic and then re-engage those users through personalized ads.
Advantages of remarketing
Remarketing is a practice that will provide you with multiple advantages for your project, among which it is worth highlighting:
Higher conversion rate
Remarketing targets users who have already shown interest in your product or service, increasing the likelihood of conversion. They are already familiar with your brand and are therefore more likely to complete a purchase or take a desired action when they see personalized ads that remind them of their previous interest.
According to research, returning visitors have a higher chance of converting compared to new visitors , proving the effectiveness of remarketing in boosting conversion rates.
Efficient costs
Remarketing is one of the most cost-effective marketing options because it targets users who have already shown interest in your site and products, which reduces your cost per acquisition (CPA).
By targeting a more qualified audience, resources are used more efficiently, resulting in lower overall costs, although costs will vary depending on the size of the campaign, as in all cases.
Additionally, digital advertising platforms like Google Ads allow you to control your daily budget so you can adjust your bids to maximize your return on investment.
Better ROI
Remarketing improves the return on investment (ROI) of campaigns by targeting users who are more likely to convert. By keeping your brand top of mind and delivering ads that are relevant, you can maximize the value of each user interaction.
Remarketing ads, being highly personalized and targeted, typically have higher click-through rates (CTR) and higher conversion rates, contributing to a better overall ROI for advertising campaigns.
Examples and success stories in remarketing
There are success stories throughout the world in the areas of remarketing, such as the following:
Google Ads
Many companies use Google Ads with personalized display ads to reconnect with users who have viewed one of their products on their websites. Some examples of companies that use it are:
- HubSpot: This company uses its remarketing campaigns to deal with potential objections when making sales.
- Best Buy: The strategy involves reminding users that they still have products in their shopping cart.
- ShopBop: Highly personalized banner ads are offered, specifically showing users the items they’ve already been looking at on the web.
- Expedia: This company uses remarketing to instill fear of shortage, and regularly launches these last-minute deals to users who have already visited the site, offering 50% off travel.
These strategies resulted in CTR (Click Through Rate) increases of 76% compared to regular non-targeted ads, resulting in a significant increase in conversions and ROI.
Meta Ads (Formerly Facebook Ads)
The famous Japanese car manufacturer, Toyota, made heavy use of a Facebook Ads campaign (now Meta Ads ) when it launched its RAV4 Hybrid model in Italy back in 2018. The sources of its success were due to a large and extensive segmentation of audiences and the use of high-quality audiovisual content, reaching over 2,500 potential customers, of which 59% requested test drives of the vehicle.
Dynamic Remarketing
Trendyol , a well-known mobile e-commerce company and one of the largest in Turkey, achieved a 70% increase in ROI using dynamic remarketing for apps. The strategy focused on creating responsive ads for:
- Attract valuable users back
- Get more traffic and customers
- Improve click-through rate and conversion rate
- Boosting ROI
The results were clear: clicks increased by 140%, conversion rates rose by 20%, and CPC (cost per click) dropped by 28%. In addition, app traffic from Google tripled.
Common remarketing mistakes and how to avoid them
As with all other activities linked to digital marketing, in remarketing it is possible to make mistakes that are usually common among people with little experience. We had the opportunity to ask our experts in the area of PPC, SEM and MD Marketing Digital networks and they shared the following with us:
Incorrect segmentation
One of the most common mistakes in remarketing is incorrect targeting. This happens when ads are too generic and not well targeted to a specific audience. The solution is to carefully segment the audience based on specific behaviors and characteristics, ensuring that ads are relevant to each group.
A common mistake is to run the same ad for all users, as this will waste the different data you have. It is better to divide the data into, for example, “Purchasers” (users who have already purchased), “No action visitors” (users who left the site without taking any action) and “ Cart abandoners”.
Ad frequency
Another common problem is ad overexposure, which can cause obvious user fatigue. To avoid this, you need to control how often ads are shown to the same person.
Using ad frequency tools and setting clear limits can help maintain the right balance and avoid saturation.
Unattractive creativity
Lack of creativity affects virtually all areas related to digital marketing. In this case, it is possible that a drop in user interaction may occur due to a lack of interest.
Ads need to be visually appealing and grab the user’s attention right away. This can be achieved by using high-quality images (and, if possible, newer formats, such as WebP or AVIF for websites), clear messaging, and compelling calls to action. Additionally, it’s important to test different ad versions to see which ones resonate best with your audience.
Are you having trouble running your remarketing campaign? MD can help!
Remarketing is a powerful tool that, when applied correctly, can transform the way a company interacts with its potential customers. By targeting personalized ads to users who have already shown some interest in your products or services, it is possible to significantly increase your conversion rates and optimize your return on investment thanks to platforms such as Google or Meta Ads.
Are you trying to develop your remarketing campaign but are having difficulties? It is clear that it is not easy to be able to develop this type of strategy and in many cases it is important to have the assistance of professionals, such as those who make up our staff at Enjoy Minder. We can help you focus your campaign and re-engage your ideal clients, so that you can boost your sales and accelerate the return on your investments.
Are you interested? Please feel free to contact us!
