Table of Contents
How does remarketing work?
Advertisers use cookies, pixels, and other analytics (e.g. pages visited) to display ads based on these behaviors. The ads each users see may differ in copy, imagery, and similar aspects.
When users initially interact with a site or app, they might be interested but not ready to make a purchase. So, you should use remarketing to make them reconsider.
What are remarketing pixel tags?
Remarketing pixel tags, also known as remarketing pixels and global site tags, are code snippets that track how users interact with your website. It’s possible to use these for list creation, but you should also consider regulatory obligations (e.g. GDPR).
What is a remarketing list?
Remarketing lists are lists that companies use to show ads based on previous activity. Most of the time, they consist of previous site visitors and app users.
Examples of actions that might prompt remarketing lists are:
- Looking at specific products or services
- Not completing a purchase but showing interest via adding to a shopping cart
- Signing up for a free trial but not committing to a paid plan
What’s the difference between remarketing and retargeting?
Remarketing involves different marketing methods, such as mailing campaigns and paid ads on search engines and social media. While retargeting is often considered the same thing, it’s a little different. Retargeting focuses specifically on display ads.
Why are remarketing campaigns important?
You should use remarketing campaigns to convert customers who previously failed to complete an action. You don’t need to start from scratch as they’ve already shown interest, but you need to confirm that the interest was enough to be worth pursuing.
How effective is remarketing?
Remarketing is effective at converting new customers, but only if you’ve properly segmented your lists and ensured that leads are qualified. Using remarketing can also grow brand awareness, but it might still take time before users become paying customers.
What are the advantages of remarketing campaigns?
Remarketing campaigns can be cost-effective as you don’t need to start from scratch with finding new customers – however, they’re still not 100% guaranteed to succeed. Users are less likely to hide your ads because they’ve already shown interest, whereas having no previous rapport could make them more likely to do that.
You should also measure ROI when putting together these campaigns. It’s also necessary to exercise a bit of patience as customers still take time to convert.
Are there any privacy concerns with remarketing?
Remarketing involves tracking users across the web with cookies and tags, so you will need to optimize for privacy. Be transparent and give users and visitors the opportunity to opt out (this can be done via an on-site banner).
You should also spend the time to create a privacy policy.
How can I opt out of remarketing?
Ways to opt out of remarketing include:
- Clearing browser cookies and caches
- Changing privacy settings on websites
- Rejecting non-mandatory cookies on websites
- Using privacy-oriented web browsers (e.g. DuckDuckGo)
- Asking apps not to track on your iPhone or iPad
What are some best practices for creating remarketing campaigns?
Consider implementing the following practices in your remarketing campaigns:
- Segment your audience: Show ads via interest-based lists.
- Set frequency caps: Determine the maximum number of ads to avoid ad fatigue.
- Think about your creatives: Tweak your copy and visuals, and use specific calls to action.
Scheduling: Look at when your target audience is online and schedule ads around these times.
Conclusion
Remarketing can be a crucial way to build a customer base, but it requires research and practice. Look at which products users have shown an interest in and segment your target audience. Think about transparency and adjust your ads, copy, and CTAs when necessary.
