What is remarketing?
Remarketing is a group of ads or follow-up emails you get from a business after you check out their site but don’t make a purchase.
Remarketing is a clever way to connect with visitors to your website who may not have made an immediate purchase or inquiry. It allows you to position targeted ads in front of a defined audience that had previously visited your website – as they browse elsewhere around the internet.
Your remarketing ads can show on any website that accepts advertising from the Google Display Network. There is a high degree of targeting flexibility and you can even filter your targeting to show only on specific sites and or exclude specific sites.
For any business with a website, if you’re considering advertising online, our experts highly recommend investing in some remarketing.
Google Remarketing is an ideal advertising tactic, especially where the sales process is long and considered and competitive. Executed in the right way it can be a powerful tool to improve sales conversions and to raise your brand profile.
Whether you’re looking to drive sales activity, increase registrations, or promote awareness of your brand, remarketing can be a strategic component of your advertising. Below are a few benefits of using remarketing:
- Prompt reach/Well-timed targeting
You can show your ads to people who’ve previously interacted with your business right when they’re searching elsewhere and are more likely to make a purchase. You can also help customers find you by showing them your ads when they are actively looking for your business on Google Search.
- Focused advertising
You can create remarketing lists to advertise for specific cases. For example, you may create a remarketing list targeted for people who added something to their shopping cart but didn’t complete a transaction.
- Large-scale reach
You can reach people on your remarketing lists across their devices as they browse over 2 million websites and mobile apps.
- Efficient pricing
You can create high-performance remarketing campaigns with automated bidding. Real-time bidding calculates the optimal bid for the person viewing your ad, helping you win the ad auction with the best possible price. There’s no extra cost to use Google’s auction.
- Campaign statistics
You’ll have reports of how your campaigns are performing, where your ads are showing, and what price you’re paying.
Remarketing on Google ads
To start using Google remarketing, you need to have a Google Ads account. You can also use Google AdWords, but the steps are slightly different.
Google will assign you a tag to place on all of your site’s pages. Once it’s there, it’ll start collecting data about your visitors.
You can direct your Google remarketing tag to collect data on a particular user action, such as a mailing list signup or search for a particular product. You can then use this information to create lists for particular remarketing campaigns.
If you want to send free shipping offers to everyone who bounces out with items in their cart, for example, you can create an audience for that segment. You can then design an ad to highlight your offer, and Google will display it to the specified audience.
Ways to remarket with Google Ads
- Standard remarketing
Show ads to your past visitors as they browse sites and apps on the Display Network
- Remarketing lists for search ads
Show ads to your past visitors as they do follow-up searches for what they need on Google, after leaving your website.
- Video remarketing
Show ads to people who have interacted with your videos or YouTube channel as they use YouTube and browse Display Network videos, websites, and apps.
- Customer list remarketing
With a Customer Match, you can upload lists of contact information that your customers have given you. When those people are signed into Google, you can show them ads across different Google products.
Google isn’t the only company doing remarketing. Its closest competitor is Facebook, which runs its retargeting system similar to Google’s. The tag on your website sends user information to Facebook, and visitors see your ads on their news feeds. Here are the perks of using Google:
Its reach is broader
Facebook can work well for businesses that depend on social capital, but it uses as a remarketing tool are limited. If your users aren’t on the platform, your ads won’t reach their audience.
The Google Display Network includes more than 2 million websites all over the world and reaches 90% of internet users. In comparison, less than 27% of all internet users are on Facebook.
It’s more customizable
With the Google Display Network, you’re more able to customize your remarketing campaign. If your cart-abandoning shopper is interested in baby clothes, for example, you could place your ads on children’s apparel websites or create an audience segment of parents who have small children.
These allow you to target your ads on multiple levels. For example, if the infant-clothing shopper is walking through a neighborhood where you have a brick-and-mortar store, you can have Google display your ad when they open up an app to check the weather.
You can customize your ad design
Google lets you select your ads’ graphics and content, which allows you to maintain the integrity of your brand voice and image. This flexibility gives you more control over how your marketing campaigns look, both within individual ads and across whole campaigns.
The ad-building tool is user-friendly
Google’s Display Ad Builder allows you to:
- Choose the layout, color scheme, and content of your ads
- Use your own pictures or choose free stock images
- Create and update ads in a matter of minutes
Even if you’re not a professional designer and don’t have the budget to hire one, you can still create custom ads for all of your remarketing campaigns. That’s particularly important if you send multiple messages to a single user and don’t want them to see multiple versions of the same ad.
Google tends to be more cost-effective than other remarketing channels. For each individual sale that your campaign makes, you’re spending less overall.
The median cost per click on the Google Display Network was $0.56 in the last quarter of 2018. That’s the middle-of-the-road price whenever a viewer clicked on a paid remarketing ad. In contrast, the cost per click for standard Google Ads was $1.33 at the end of 2018. That’s a $0.70 drop from the third quarter, but it’s still $0.77 more expensive than a remarketing ad.
We see similar results if we consider an average instead of the median. If the average cost of a pay-per-click ad on a search engine results page is between $2 and $3, the remarketing ad costs between $0.25 and $0.60. Prices can vary between industries, with more competitive niches being more expensive.
Brand recognition is free
Brand recall and recognition are the hidden benefits of remarketing. When prospects see your ad, it reminds them of the products or services that they wanted to buy. Those viewers will then be more likely to think of your brand when they remember their need or want.
And because you only pay when a user clicks, that publicity costs you nothing.
Remarketing on Facebook ads
Facebook remarketing works very similarly to Google remarketing, except that audience lists can be made from people’s Facebook User IDs and phone numbers (as well as their emails). You can then take these lists and generate smart lists of Facebook users called ‘Lookalike Audiences’. Put simply, Facebook generates an average user based on the people in your list, then creates another list out of Facebook users who are 99% similar to your average user. This is an impressively powerful feature for reaching potential customers.
In short, the biggest benefits of running a remarketing campaign are three-fold:
- Your ads are front and center in your leads Facebook feed: in other words, they occupy prime real estate.
- Facebook remarketing isn’t impacted by ad blockers which are crippling most native ads these days.
- Marketers have so much information at their fingertips through Facebook ads that they target exactly whom they want.
Now, it’s also important to note what Facebook remarketing is not.
Despite popular belief, remarketing isn’t about “stalking” your traffic or hunting them down. Remarketing isn’t a silver bullet solution, either. If you want your campaigns to succeed, you’re going to need to know exactly who to target.
Chances are you’ve been served an ad on Facebook that feels like it was tailored just for you, right?
You visit a shop online and browse for a few minutes. The next day you see a sponsored post in your Facebook feed for the exact same stuff you were mulling over.
That’s what makes Facebook’s platform and remarketing in general so powerful, though: marketers can fine-tune their campaigns to the point where it seems like science. That said, much of the success of any given retargeting ad comes down to how much attention you pay to your Custom Audiences.
Effectively honing in on appropriate Custom Audiences can make or break your campaign. The more specific your demographics and parameters for ads, the better.
Even if you’re not worried as much about segmenting your traffic, there’s still a time and place for remarketing. Email is a prime example. Importing your email list into Facebook ensures that you can hit up those on your list who might not be regularly engaging with your messages. On the flip side, you have the option to exclude those who are.
And if nothing else, Facebook remarketing is a great measuring stick for your ads in terms of what’s performing and what isn’t.
Regardless of the size of your business or list, there’s a reason why Facebook Ads are the go-to for so many marketers today. The ability to drill down and target specific visitors based on behavior is leaps and bounds above most adoptions out there. Representing prime real estate for your leads, well-crafted ads can do wonders for conversion rates and cart abandonment woes.
While no marketer should blindly throw money at Facebook Ads, they’re certainly worth experimenting with to bring bounced traffic and lost leads back to your business.
Remarketing is one great way to make your small business grow and evolve. It is an option that promises success but also needs a lot of work and commitment.