Remarketing: What it is, types and advantages

Remarketing is a marketing function that is responsible for showing advertisements for services or products offered by a business to people who have previously visited your website.

In other words, remarketing is the action of reconnecting with customers after they have visited the website or mobile application of a business or brand. It is common for ads to appear on websites that the user frequents.

It is a strategy that allows you to maintain contact with the target audience , so it seeks to be with them before and after, generating a need to purchase and motivating them to complete their movements within a website.

Remarketing objectives

Remarketing is a fundamental method that should be integrated into any marketing strategy, as it has been proven to be an effective and substantial function.

The main objective of remarketing is to increase the presence and recall of a brand , likewise, it seeks to increase the cases where the client concludes the acquisition of your product or service.

What differentiates remarketing from retargeting?

Both terms are commonly used to refer to the same technique or tool, since their operation is identical and does not vary much. However, there may be certain details that make a small difference between the two terms.

While remarketing is a technique that seeks to generate the need —many times unconscious— to complete a purchase for users who previously visited a website, retargeting is conceived as the generation of advertising impacts through the use and reading of cookies.

Types of remarketing

Depending on the marketing strategy that is being designed, there are various types of remarketing that have different characteristics, among which the following can be highlighted:

• Standard remarketing

It is responsible for displaying ads and advertising to users who previously visited a brand's website. Remarketing occurs across the more than 2 million websites, videos, and apps that make up the Display Network. According to Google, this network reaches more than 90% of Internet users in the world.

• dynamic remarketing

As its name indicates, it offers a dynamic experience in ads, avoiding the classic static advertising. To make it dynamic, this remarketing makes use of the resources offered by the Display Network sites.

• Remarketing for mobile devices

It refers to the ads that are shown to users who have used the mobile applications of a brand or mobile website.

• Video remarketing

Just as dynamic remarketing breaks with the traditional scheme, video remarketing is responsible for interacting with users through audiovisual content, which is presented on the main internet platforms dedicated to video sharing, such as YouTube, for example.

Advantages of remarketing

Remarketing has different advantages; from driving sales to promoting a brand image.

Likewise, one of the main benefits is to obtain a higher return on investment (ROI) without much effort. It is true that in order for ROI to obtain better performance, it is necessary to correctly design the remarketing that will be presented to users.

Another of the great advantages of remarketing is that costs are reduced when directing the desired ads to the target audience, which offers greater control over real-time statistics.

Among other advantages of remarketing you can find:

• It works for customers to remember a brand.
• It is possible to reach a large number of users who attend the ads.
• Target audience lists can be customized.
• Planning, measuring and controlling budgets becomes much easier
• Thanks to the Display Network you get coverage on a large scale.

Disadvantages of remarketing

Similarly, there are some disadvantages that persist during the application of remarketing. One of the main cons that can be found in this tool is privacy. Although it is not an illegal practice and does not violate the privacy of users, it can be a bit invasive for people.

Likewise, other disadvantages can be denoted such as the little expansion to new users and the delay to visualize the results of the remarketing.

What is needed to run a remarketing campaign?

To create a remarketing campaign, it is necessary to base the use of the tool on three axes: implementation of the remarketing tag, creation of remarketing lists, and campaign design.

• Implementation of the remarketing tag

To carry out a remarketing campaign, it is important to add a tag from this tool to all pages of the website, as well as to the mobile application, if it has one. By adding this remarketing tag, what is generated is a code that makes the remarketing purpose work.

• Creation of remarketing lists

When the code has been installed on the brand's sites, it is important to create the remarketing lists, since these will save the customers who visit the sites to eventually point out the customer's ID and display the content on any page of the brand. Display Network you visit.

• Campaign design

To enhance the use of remarketing, it is possible to design and implement campaigns that maximize the expected results. It is possible to create certain messages to accompany the displayed advertisements. It is also possible to create specific or “popular” categories so that they receive other types of content.

How to make remarketing strategies on Facebook?

The first step in creating a Facebook remarketing strategy is to have a company or brand page. After having the basic configurations, it is important to take into account the following aspects to build an adequate strategy:

• Define an audience

Within the tools and options that Facebook makes available to brands and companies, it is possible to create a personalized audience. By creating a custom audience, it is possible to direct a remarketing strategy to the right people, making the interaction as expected.

• Setting the data collection time and URL

To optimize data collection, it is important to integrate a name, description and URL, as well as limit the time during which Facebook will collect remarketing data.

Usually, this step is the one that requires the most effort, since the field must be configured for the remarketing strategy to operate correctly.

However, within the Facebook interface the options are intuitive and great results can be achieved.

Likewise, for data collection it is important to install a code or pixel to collect the data of users who have visited the Facebook page. This will facilitate the work of the remarketing strategy.

• Design of the remarketing ad and publication

Before launching the remarketing campaign, you have to give the code or pixel time to collect enough data from the users. During the waiting time, you need to craft a remarketing ad that accommodates the audience you initially determined.

Once the Facebook pixel has collected the necessary data from a certain number of people, it's time to schedule and publish the content that was pre-designed. It should be emphasized that the results of this strategy take time to be seen, so it is important to be patient.

How to make remarketing strategies in Google Ads?

The design of remarketing strategies in Google Ads is similar to the structure used in Facebook pages. In this sense, some similarities will be found in the way of designing and implementing campaigns in Google Ads.

• Creating a target audience

It is important to create a new audience, which will be made up of people to whom you want to reach the new remarketing campaign. To achieve this, it is important to identify them through a Google code or tag (as well as the Facebook pixel or code), this will allow a new campaign to reach them in the future.

• Audience choice and personalization

After a while, and thanks to the Google tag, it is possible to create user lists in order to present the campaign to them. Similar to Facebook, in Google Ads there is a laborious process in preparing the field to design and launch the remarketing campaign. However, the options presented by Google Ads are totally intuitive, so there will be no problems when you want to launch a campaign.

• Campaign design and application

When the population is segmented and all the preparations within Google Ads are ready, it is important to consider the ideas for a campaign. Just head over to the “New Campaign” option to start setting up your brand's next step.

When creating the ads, it is important to remember that you are designing for a particular population, so you must be quite persuasive with the users and directed towards the business objectives.