What is Remarketing?
Today we will talk about one of the most important techniques in Digital Marketing. Remarketing is older than Google's advertising platform itself and is often considered an outdated strategy, and in fact, it has been misused by most advertisers.
Check out our Video on Remarketing
How Remarketing Works
Remarketing is a strategy of Google's display network that allows advertisers to impact users who have already visited their site with relevant ads, thus creating a more persistent connection in their online strategy.
Remarketing has been one of the most debated digital marketing strategies today. It doesn't take much effort to observe the repercussions this tool has within discussion groups or even on Social Media, but what few people realize when talking about the subject is:
How delicate it is to build a successful Remarketing strategy!
Imagine having the power to impact the user throughout the complex universe of their online experience, while they enter Facebook, use Google, and browse major content portals. Now, don't just imagine it, live it through Remarketing!
Let's start with the basics, what is Remarketing?
Remarketing, also used by Yahoo, for centuries under the name retargeting, consists of using cookies (those small files stored in the user's browser) to identify which users impacted by the ad actually clicked on it and did not perform the desired action by the advertiser. Suppose we are talking about an e-commerce and a product campaign; if the user clicks on the product ad (regardless of the channel used), they will be eligible to enter a remarketing list, potentially receiving constant new impacts through other channels.
Would this really be something 100% positive? Bombarding users with the same ad wherever they are would favor conversion or increase brand rejection, generating a typical self-sabotage in marketing. Favoring healthy dialogues around the user's interest, regardless of the type of product, this is the channel!
The Content is the user's goal, not the ad
Remarketing, especially in the context of the Display Network or content portals, is intrinsically linked to the user's experience. If I access a site about culture, lifestyle, or fashion, the ad should take the content into account to achieve an effective result and not bombard me with discounts that only serve to increase my anxiety and rejection.
The novelty is Remarketing in the Search Network
You searched for a person's name and then searched for another topic, but still, you are seeing ads in the search for the previous keyword? Welcome to search remarketing; although in some cases it alters the essence of the search engine, which is to deliver qualified results to users (according to their own quality standards), this novelty is here to stay and should depend heavily on the common sense of advertisers to avoid generating more negative than positive results for their positioning.
It transforms your channel strategy into a global strategy
There is no doubt about this, considering that the trigger for all remarketing actions is the user's access and not their media source, all remarketing strategies complement each other.
Forget about Remarketing by platform, because limiting your strategy to just the channels of Google's Search and Display Network, Media Servers of Portals, or even Facebook, when the same action can be used for Remarketing across all these environments?
Understand that Remarketing is the means and not the end. It is not even the content; it is just the form. Being on a Remarketing list can be heaven or hell for a user.
An example I like to cite is the work done by P&G. Whenever I search for a P&G product on their site and then access YouTube, I do not receive a boring communication about the same product; what I receive is richer communication about the brand, allowing me to explore the P&G universe without feeling bored.
Advertisers must understand that Remarketing is meant to continue dialogues and not end them; they should be aware of the rejection this type of strategy can generate and seek positive value in the user's experience, as with the right balance between objectivity and intelligent content, they will transform their investment into brand value and a significant increase in sales.
Remarketing on Google Adwords
Convert more users by applying the technique that increases the reach of your strategy, targeting all users who have already accessed your page across Google's display network.
Do you really know Remarketing?
Do you really know all the potential of Google Adwords through Remarketing? Know that Remarketing can use two basic types of structures:
#1 Dynamic Remarketing
Through this strategy, you use a dynamic display banner inventory that generates content based on the dynamic content generated by your site; this content makes life easier for companies like e-commerce that have a large inventory of products with high turnover, preventing a large manual maintenance workload for the campaign.
#2 Static Remarketing
You segment the audience through specific URL rules manually and, basically, impact the entire audience manually, creating rules based on URLs or simply segmenting the audience by ad group content.