Have you ever looked at products on a website and then left without buying anything? You may have observed that soon after, the identical product starts to appear in advertisements wherever you go online. This is called remarketing.
Remarketing is an important tactic employed by all digital marketing companies to ensure the success of their campaigns. This strategy has the potential to truly boost conversions.
Remarketing is a type of specialized online advertising. It targets users who have previously interacted with a business’s website, social media accounts, or other digital content. These users are shown ads that are tailored to their interests and behavior in your site/app or other digital content published by you. The goal is to encourage them to revisit your website and complete a purchase or other conversion goal.
Remarketing often entails adding a tracking code to your website, which records data on visitors to and activity on your site. You may then present these users with relevant advertising when they explore the web thanks to this data.
Remarketing is a powerful tool for raising conversion rates. Businesses can target customers who have already shown interest in their goods or services. Businesses may raise the likelihood of conversion and boost their return on ad spend (ROAS) by showing these users relevant and compelling adverts.
The three most popular platforms for remarketing efforts are Google, Facebook, and YouTube. In this blog, we’ll explore how to use remarketing for maximum conversions for your website, with a focus on these 3 major platforms. We’ll also discuss some general best practices to keep in mind when creating remarketing campaigns.
Google Ads is one of the most popular platforms for remarketing, thanks to its vast reach and targeting capabilities. It allows businesses to create and display ads across Google’s various networks, including search, display, and video.
You may use Google Ads remarketing to display advertisements to users who have already interacted with your website, app, or YouTube channel. Based on how each demographic has previously interacted with your company, you may develop unique advertising strategies for each group.
To set up remarketing in Google Ads, you need to have one active Google Ads account and at least one audience set (remarketing list). The audience set is the list of users who visited and interacted with your website. You can create the audience through Google Ads or Google Analytics (GA4). To use an audience set created through GA4, you need to Activate Google Signals for the property and Link your Google Ads and Analytics accounts. Please note that a remarketing list should have a good number of audiences to be used as a remarketing audience.
A Remarketing Tag is a small piece of code that you need to add to your website to track users’ browsing behaviors. This includes the pages they visit, the products they look at, and other interactions they have with your site. Setting up this Remarketing Tag will help you to use dynamic remarketing.
This is a list of visitors to your website who have shown interest and who you would like to reach out to. Here, you can create various lists using different criteria. These include people who have viewed a specific product/service page, filled out a form, or abandoned their shopping cart.
You may create a remarketing list (audience) through GA4 also.
Here, you will find many options to create more specific audiences.
Please note that you need to link Google Ads and GA4 property to use the audiences created in GA4 in your Google Ads. To do that
Now that you have your remarketing tag and list set up, you can create your remarketing campaign.
You can also set up remarketing for search ads as well. You need to select your remarketing audiences under the “Targeting” section.
Facebook is another powerful platform for remarketing, with over 2 billion active users worldwide. You may create and display advertising on Facebook, Instagram, and other partner networks with Facebook advertising. It can be used to target visitors who have interacted with your Facebook page or Instagram account for remarketing reasons. Users that have previously visited your website might also be targeted.
Once you’ve created your Facebook Business Account, you can follow these steps to set up Facebook remarketing.
The first step in setting up Facebook remarketing is to create a custom audience. You can use various Meta Sources to target users who have viewed a video posted by you, interacted with your Facebook or Instagram account, filled up a Lead Form, or more. Additionally, you can use other resources like the users of your website, a local offline user database, and more. The below-mentioned steps should be followed to create a bespoke audience:
You must link your website to Facebook if you want to create a personalised audience based on the users of your website. You must employ a piece of Facebook code, resembling a Google tag, in order to achieve this. This section of code is known as Pixel and it keeps track of website users’ actions and enables you to target them with Facebook adverts. To install the Facebook pixel, follow these steps:
The Facebook Conversions API is a very useful tool that all digital marketers need to understand to keep their marketing performance intact. After Apple’s iOS 14 update, this is now a must-have.
Businesses may track user actions on their websites or mobile apps and submit that information directly to Facebook’s servers thanks to the server-side Facebook Conversions API. It works alongside the Facebook pixel to help businesses get a more accurate understanding of their customers’ behavior. It can track web conversions, post-conversion events, and page visits.
Custom events allow you to track specific actions that visitors take on your website. They may include visiting a page or adding an item to cart. To set up custom events, follow these steps:
The next step is to create a remarketing campaign. Follow these steps:
YouTube with over 2 billion active monthly users happens to be the second largest search engine in the world. This makes it a powerful platform for reaching people with targeted ads, especially if you’re looking to promote video content.
You need to start by making a YouTube channel. To set up YouTube remarketing, you must link your Google Ads account to your YouTube channel. This will allow you to target users of your channel or videos and create remarketing lists. Follow these steps:
Once your YouTube channel is linked to your Google Ads account, you can start creating remarketing lists. This follows the exact same steps as those for Google Ads remarketing mentioned above.
You’ll find a new section under “Audience Manager” called “YouTube users”. This is where you can create your remarketing audience lists for YouTube. Choose “Video” campaign type when targeting your lists, and you’re good to go.
Remarketing can be a powerful tool for businesses to increase conversions and ROI. However, to achieve the best results, businesses should follow some general best practices:
Wish to know more about creating campaigns that work? Read our other article about the key parameters for a successful digital marketing campaign.
For businesses wanting to increase conversion rates and ROAS, remarketing can be a very effective tactic. You can get in touch with people who have interacted with your content in the past on Google, Facebook, and YouTube. This lets you deliver personalized ads that naturally encourage conversions.
It is also worth remembering that remarketing is a specialized segment of digital marketing. Before you can produce the best and most effective ads, you need to spend some time testing and optimizing. The digital marketing experts at Webguru Infosystems have ample experience setting up effective remarketing campaigns across a variety of industries. Feel free to contact us with your requirements and we can get started.
The CEO of WebGuru Infosystems, Mr. Raju Chakraborty writes from a place of experience on websites, app development, and digital marketing.