Remarketing: What it is, types and advantages and when to apply it

In a digital environment where competition for users' attention is fierce, remarketing has become an essential tool for brands looking to maximize their return on investment (ROI).

This strategy allows you to reconnect with users who have already interacted with your brand, but did not complete a desired action, such as a purchase.

What is remarketing and what is it used for?

Remarketing is a digital marketing strategy that involves showing ads to users who have previously interacted with your website or app, but have not completed a key action, such as making a purchase or registering.

Through this technique, it is possible to remind users of your brand, products or services, and motivate them to return and complete the desired action.

How does remarketing work?

1. Data collection : A tracking tag (such as a Facebook pixel or Google Ads tag) is used on your website to collect data about visitors and their actions.
2. Segmentation : Users are segmented into lists based on their behavior, such as having visited a specific page or having added products to the cart without completing the purchase.
3. Displaying personalized ads : Specific ads are created and displayed to these users as they browse other websites or social networks, reminding them of products or services they have previously viewed.

What are the types of remarketing?

Remarketing can take many different forms, each tailored to different marketing needs and goals. The main types include:

1. Standard Remarketing : Show ads to users who have already visited your website while they are browsing other websites that are part of the Google Display Network or using mobile apps.
2. Dynamic Remarketing : A more advanced version that personalizes ads based on the specific products or services the user viewed on your website. This is particularly useful for e-commerce, as it allows you to automatically display related or complementary products.
3. Search Remarketing : This type allows you to show ads to users who have visited your website when they search on Google using terms related to your products or services.8
4. Social Media Remarketing : Take advantage of platforms like Facebook, Instagram, and Twitter to show ads to users who have interacted with your content on these networks. It's an effective way to stay top of mind during your users' daily browsing.
5. Video Remarketing : Targets users who have interacted with your video content, whether on YouTube or other platforms. It's ideal for maintaining a connection with users who have shown interest in your audiovisual content.
6. Email Remarketing : Use email lists to retarget users who have opened your emails but not completed an action. This form of remarketing can be easily integrated with email marketing campaigns to increase conversion rates.

What are the benefits of remarketing?

Remarketing offers a number of advantages that make it a powerful strategy for any business:

• Higher conversion rate : By targeting users who have already shown interest in your brand, the chances of conversion are significantly higher.
• Precise segmentation : Allows you to segment audiences in a very specific way, making it easier to personalize messages for different groups of users.
• Improved brand loyalty : By keeping your brand top of mind, you increase the likelihood that they will choose you when they are ready to purchase.
• ROI Optimization : By focusing on previously engaged users, remarketing tends to generate a higher ROI compared to other marketing strategies.

When to apply remarketing?

Remarketing is particularly useful in the following situations:

1. Shopping cart abandonment : If a user adds products to their cart but doesn't complete the purchase, a remarketing campaign can remind them of those products and encourage them to complete the transaction.
2. Promotions and special offers : You can use remarketing to re-engage users with exclusive offers that drive their purchasing decision.
3. New product launches : If you're launching a new product or service, remarketing can help you capture the attention of users who have shown interest in similar products.
4. Improving customer loyalty : For users who have already made a purchase, remarketing can be useful to promote related products and encourage repeat purchases.

Remarketing FAQs

What is the difference between remarketing and retargeting?

Although often used interchangeably, retargeting generally refers to the practice of showing ads to users based on their online behavior, such as visits to a website. Remarketing , on the other hand, typically involves using emails to re-engage users who have previously interacted with your brand.

Is remarketing intrusive?

It can be perceived as intrusive if not managed properly. It is essential to limit the frequency of ads and ensure that they are relevant to the user.

How can I measure the success of my remarketing campaigns?

You can measure success using KPIs such as CTR (Click-Through Rate), conversion rate, and ROI. It is also important to perform A/B testing to optimize your ads and adjust your strategy based on the results you get.

Implementing an effective remarketing strategy can be the boost your business needs to increase conversions and build customer loyalty.

With a well-targeted approach and carefully designed ads, remarketing can become an indispensable tool in your digital marketing arsenal.

Written by Moises Hamui Abadi : I am an entrepreneur, founding partner of Viceversa and SoyMacho. After leading several digital businesses and advising several other businesses, I decided to form MHA Consulting, a digital marketing consultancy dedicated to growing and empowering digital businesses in more than 7 countries and generating more than 1,500 million pesos.