What is Remarketing?
Today we'll talk about one of the most important techniques in Digital Marketing. Remarketing is older than Google's advertising platform itself and, by many, considered an outdated strategy, has actually been misused by most advertisers.
Check out our Remarketing Video
How Remarketing works
O remarketing It is a Google Display Network strategy that allows advertisers to impact users who have already visited their website with relevant ads and thus create a more persistent connection in their online strategy.
Remarketing has been one of the most discussed digital marketing strategies today. It doesn't take much effort to observe the impact this tool has within discussion groups or even on social media, but what few people realize when discussing the topic is:
How delicate it is to build a successful Remarketing strategy!
Imagine having the power to impact users across the entire complex universe of their online experience, as they log into Facebook, use Google, or browse major content portals. Now imagine no more—experience this through Remarketing!
Let's start with the basics, what is Remarketing?
O Remarketing, also used by Yahoo for centuries under the name retargeting, consists of using cookies (those little files stored in the user's browser) to identify which users impacted by the ad actually clicked on it and did not take the action desired by the advertiser. Let's assume we're talking about an e-commerce site and a product campaign. If a user clicks on the product ad (regardless of the channel used), they'll be eligible to be added to a remarketing list, potentially receiving constant new impacts through other channels.
Would this really be 100% positive? Would bombarding users with the same ad wherever they are favor conversion or increase brand rejection, generating a typical shooting yourself in the foot in marketing. Fostering healthy dialogues around user interests, regardless of the type of product, this is the channel!
Content is the user's goal, not the ad
O Remarketing, especially in the context of the Display Network or content portals, is intrinsically linked to user experience. If I visit a website about culture, lifestyle, or fashion, the ad must 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.
What's new is Remarketing on the Search Network
Did you search for someone's name and then immediately search for another topic, but you're still seeing ads for the same keyword? Welcome to search remarketing. Although in some cases it distorts the essence of search, which is to deliver qualified results to users (according to its own quality standards), this innovation is here to stay and must rely heavily on advertisers' common sense to avoid generating more negative results than positive ones for their positioning.
It transforms your channel strategy into a global strategy
There is no doubt about this, considering that the trigger for every remarketing action is the user's access and not their source media, all remarketing strategies complement each other.
Forget about platform-based remarketing. Why limit your strategy to just Google Search and Display Network channels, Portal Media Servers, or even Facebook, if the same action can be used for remarketing across all of these environments?
You see, remarketing is the means, not the end. It's not even the content, it's just the form. Being on a remarketing list can be heaven or hell for a user.
One example I like to cite is the work done by P&G. Whenever I search for a P&G product on their website and then immediately access YouTube, I don't get boring communication about the same product. What I get is richer communication about the brand, allowing me to travel through the P&G universe without feeling bored.
Advertisers must understand that Remarketing is designed to continue conversations, not end them. They must be aware of the rejection that this type of strategy can generate and seek positive value in the user experience. With the right balance of objectivity and intelligent content, it 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 users who have already visited your page across the entire Google Display Network.
Do you really know Remarketing?
Do you really understand the full potential of Google AdWords through Remarketing? Remarketing can utilize two basic structures:
#1 Dynamic Remarketing
Through this strategy, you use an inventory of dynamic display banners that generate content based on the dynamic content generated by your website. This content makes life easier for companies like e-commerce that have a large inventory of products with high turnover, avoiding a lot of manual campaign maintenance work.
#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 just segmenting the audience by ad group content.
