Google describes a remarketing campaign as a ‘way to connect with people who previously interacted with your website or mobile app. It allows you to strategically position your ads in front of these audiences as they browse Google or its partner websites. This helps you increase your brand awareness or remind those audiences to make a purchase.’
Ever get that feeling like some brands ads are ‘following’ you around online. You see their ads on social media platforms or even when you’re browsing on other websites and you’ve maybe only visited their site or spoken about their brand a few times – This is a remarketing campaign.
Why are remarketing campaigns important?
According to Marketo, 96% of website visitors that come to your website are not ready to make a purchase right away. This is where remarketing campaigns become useful because they target these audiences with specific ads with the primary goal of convincing them to make a purchase or return to your website. With the added assistance of social media channels, search engines and email, you can remind these targeted individuals to solve a problem that they were interested in solving the first time they visited your website. It doesn’t matter your brand, you can remarket a product or service – that’s the beauty of this type of campaign/ad.
Now you may have heard of the term retargeting. The terms remarketing and retargeting are used interchangeably, both with the goal of reaching out to audiences who have previously interacted or shown an interest in your brand. Retargeting involves reaching out to visitors via third parties such as Facebook & Google etc.
Ways you can remarket & connect with your audiences
1.
Facebook Pixel
Facebook pixel is essentially code that is placed into the backend of your website, which assists in tracking conversions from Facebook ads, optimises ads, builds target audiences for future ads, and remarkets to audiences who’ve taken an action on your website (adding an item to their cart or filled in an enquiry form).
Example: If you sell baby clothing, you could use Facebook pixel to search for ‘lookalike’ audiences to sell to, instead of it being shown to audiences who may not be interested.
No matter your goal, whether it be to acquire leads, gain more subscribers or sell product, it can be achieved using Facebook Pixel.
2.
Use your Database
If you’ve got an existing database, you can target these specific audiences with certain ads – However, this is dependent on the email address you have being the same as the one they use for their Facebook account.
3.
Google Ads Remarketing
There are numerous types of remarketing campaigns. These are Standard, Dynamic, Remarketing List for Search Ads, Video and Email remarketing. All of which serve the purpose of reaching audiences who have previously shown an interest in your brand or similar product.
Think of the times when you’ve visited a website and you started seeing their ads appearing everywhere afterwards. The brand is retargeting you, based on the initial interest you showed in them.
Interested in remarketing to your potential buyer audiences? If your answer is yes (which we think it should be), then Get in touch, we’d love to help your brand achieve its marketing goals and reach interested audiences.
