Navigating the world of digital advertising can sometimes feel like learning a new language. Among the many terms you’ll come across, “remarketing”, often used as “retargeting” stands out for its potential to transform your ad campaigns. Let’s dive into what remarketing is and find out the best times to leverage its power.
What is Ad Remarketing?
Ad remarketing, commonly known as “remarketing,” is a digital advertising strategy aimed at reaching users who have previously interacted with your website or app but did not complete a desired action, such as a purchase or sign-up.
In reality, remarketing allows you to display targeted ads to individuals who’ve shown interest in your products or services, making them want to return to your site and convert.
How Does Remarketing Work?
Here’s a simplified breakdown:
- Tagging Your Site with a Remarketing Pixel: This small piece of code, added to your website or app, tracks users’ activities, creating a list of users who can later be remarketed to.
- Audience Segmentation: Based on the tracked actions, you can create specific audience lists. For instance, users who viewed a product but didn’t purchase can be targeted with an ad for that product, giving them the urge to return.
- Launch Targeted Ad Campaigns: Using platforms like ‘Google Ads’ or ‘Facebook Ads Manager’, you can serve tailored ads to the segmented audiences.
When Should I Use Remarketing?
Remarketing can be incredibly effective, but knowing when to deploy it is key:
- Combat Shopping Cart Abandonment: If users added items to their cart but didn’t finalize the purchase, a timely remarketing ad can remind them of their unfinished transaction.
- Promote Upgrades or Cross-Sells: For customers who purchased a particular product, remarketing can be used to showcase complementary products or upgrades based on this product.
- Re-engage Inactive Users: If you have an app or service and users haven’t logged in for a while, a remarketing ad can remind them of your value.
- Seasonal or Special Promotions: Target previous customers with ads about seasonal sales, holiday specials, or new product launches, bringing them back to your site.
- Boost Brand Recognition: Even if users don’t click on your remarketing ads, the repeated exposure can reinforce brand awareness.
- After Content Consumption: If users engaged with a specific piece of content, like a blog post or webinar, but didn’t make further actions, use remarketing to push them to want to go through with these further actions.
Best Practices and Considerations
– Frequency Capping: Ensure you don’t overwhelm users with too many ads in a short span. Do this by setting a limit on how often they see your ad.
– Diversify Ad Content: Regularly refresh ad designs and messages to prevent “ad fatigue” and keep your audience engaged.
– Exclude Converted Users: Ensure you’re not wasting resources on users who have already completed the desired action.
– Ad Relevance: Tailor ads based on the specific interests or actions of the user. A generic ad is less likely to result in conversions.
Overall, remarketing is like the ‘proverbial’ second chance in digital advertising, allowing you to re-connect with potential customers who showed initial interest in your business. By tailoring your approach and understanding when to use it, remarketing can become one of the most powerful tools in your digital advertising ‘arsenal’.
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