Remarketing in PPC (Pay-per-Click) campaigns
- 19 June 2023
- Facebook Ads campaigns, Google Ads campaigns
Promoting through Google Ads or Facebook Ads works well, but do you think you can get more?
Have you wondered what you can do with users who have visited your site but have not met the objective (completing an order, filling a form, etc.)?
You can address them through Remarketing.
What is Remarketing?
Remarketing is a form of online advertising that displays targeted ads to users who have previously interacted with your website or mobile app. These users may see ads served through Google Ads or Facebook Ads platforms while they are browsing the web.
Remarketing is a great way to keep your brand top of mind or create awareness among potential customers and remind users to make a purchase. Remarketing helps to streamline your online strategy.
How does it work?
In order to reach users who have visited the site, you must first identify them. This is made possible by implementing tracking code into the site (a small piece of JavaScript code that doesn’t affect site performance). These tracking codes place cookies in the browsers of people who visit your site. These cookies store information about the user’s behaviour on the site: pages visited, time spent on the page, product ordered, demographics, geography, interests, etc.
In this way users can be more easily grouped into audience segments with common interests or actions.
There are an infinite number of ways to group these audience segments:
- based on the product page visited
- on visiting the checkout page, or even on not visiting a particular page.
- time spent on site
- number of page views
- demographic targeting
- geographical targeting
This way you can strategically position yourself with ads in front of a specific audience segment when they browse Google, Facebook or partner sites.
In the Google Ads platform, ads can be in the form of static images, animated images, videos, responsive images or text. As types of remarketing we find:
- Standard Remarketing: ads are shown to previous users when they browse sites and apps in the Display Network
- Dynamic Remarketing: ads include products or services that users have viewed on the website or in the app
- Video Remarketing: ads are shown to people who have interacted with your videos or YouTube channel in the past while searching for videos on YouTube, websites or apps on the Display Network
- Remarketing for the Search Network: ads are shown to users who have visited your site in the past while they continue their search on Google
- Remarketing through customer lists: you can upload lists of contact information received from customers, and when they log into Gmail, you can display ads to them
Remarketing on Facebook Ads works similarly to remarketing on Google Ads, but this time the ads are displayed on Facebook. The ads are more about ‘custom audiences’. To create a custom audience you can choose between:
- Customer list – you can use contact information received from the customer about their users
- Site traffic – you can address people who have previously visited the site or specific pages
- In-app activity – you can create lists of people who have interacted with your app
- Engagement on Facebook – you can create lists of people who have interacted with your Facebook content
You can also notice the people who liked the company page. New audience lists can be created by cloning an existing audience (lookalike audiences). This extends coverage to a new set of potential customers. Facebook will find potential customers who have similar interests to those in your existing audience and who would be interested in your products or services.
Ads can be in the form of still images, animated images, videos accompanied by text placed on Facebook, Instagram, Audience Network, Messenger.
Why use Remarketing?
The beauty of Remarketing is that you know which type of user you are targeting.
With remarketing you can display ads for your products or services to users who:
- Visit certain websites where there are spaces for displaying advertisements
- Perform a search in a search engine
- Watch a video on YouTube
- Use a social media channel (e.g. Facebook, Instagram, LinkedIn, Twitter, Pinterest)
Remarketing can help youă:
- Increaseconversion rate – showing ads to people who have shown sufficient interest in your product or service increases the chances of an activity you consider converting, compared to showing ads to people who have not yet been to your site. For example, many potential buyers add products to their shopping cart, but ultimately abandon the order. Through remarketing these visitors will be tracked in an attempt to persuade them to revisit your site and change their mind about their purchase.
- Improve the user experience by displaying new reminders about your site and get them to visit your site repeatedly.
- View visitors who have already added products from your site to their cart but abandoned it.
- Target visitors who were interested in your site during their last visit but did not take an action: newsletter subscription, contact form completion, etc.
You can also choose how long you want to store data about users of your site. This period differs from business to business and depends on your objectives. You can also choose the frequency with which ads will be displayed.
Remarketing is the online strategy that can influence consumer behaviour and turn PPC campaigns into a highly successful digital marketing strategy.
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