Remarketing is a digital marketing strategy that serves to increase the effectiveness of advertising impressions. They are aimed at users who have already seen your product or browsed your website. It's basically stalking your potential customers with the right ads.
You can do remarketing in Facebook ADS, Google ADS and different ad platforms. For example, if you have an online cosmetics store and your customer leaves your site without making a purchase, they will then find ads for the products they saw on your website, as well as others similar to them.
This expands your options to close the sale, create conversions and even improve your website traffic. Although it seems like something quite simple, it is necessary to take some aspects into account so that you can apply it properly and have results in a short time.
What is Google ADS and Facebook ADS?
To understand what remarketing is, we will start by precisely defining the main characteristics of Google ADS and Facebook ADS.
Google Ads
Google ADS is an online advertising system that allows you to get quick results. Generate ads that are placed aThe first results of the Google search engine. Unlike the organic results that appear in first positions thanks to the works of seo, Google Ads ads are paid.
One of its most peculiar characteristics is that it works under the modality of cost per click This means that companies pay for generated clicks and not for visibility. Basically, new users that come from these kinds of campaigns have a high purchase intent.
A maximum of 7 results are displayed in Google Ads (depending on the type of search). What makes you rank in a certain place is the cost per click set at the start of the campaign, as well as the quality level. This means that even if you're paying for an ad campaign, Google continues to consider the quality of your site.
Facebook Ads
On the other hand, Facebook Ads is a famous ad platform belonging to Meta. One of its main features is that it allows you to achieve a fairly high return on investment. However, it is important to know well the market where you want to invest and manage the platform correctly.
Plus, you don't have to wait long to find out if your campaign is working. Unlike other marketing actions, with Facebook ADS you can determine the success of your campaign almost overnight. If it doesn't work, you can rethink or completely redo the strategy. In addition, it offers you a huge database.
This platform is perfect for running campaigns with fairly segmented audiences. If that wasn't enough, you can too work Instagram in the same sack.
Type of remarketing
Although remarketing in Google ADS and Facebook ADS have a similar essence, there are different ways to apply it. These can vary according to the type of business you have (banners, search ads, etc.). For this reason it is advisable to have professional advice and a Digital trafficker before experimenting with these types of campaigns.
These are the different strategies you can implement within these platforms:
standard
Standard remarketing is nothing more than general ads. These are shown to users who have visited your website while they are surfing the Internet or Facebook.
These ads are perfect for promoting your brand. Unlike other remarketing ads, standard ads don't change based on the page or product your prospect visited. They always focus on the brand.
dynamic
These types of ads serve to increase sales or conversions on product and service sites. They work similarly to standard ads. However, unlike these, the dynamics change quite a bit depending on the product or service that the user has visited.
They are ideal for stimulate sales or conversions of your web page. With this technique you will reach people with products for which they have already shown interest.
Research
These ads they are not in banner format but in Google searches. Its operation is quite simple: Once a person visits your site, but does not convert, automatically ads are created specifically aimed at this same user.
These ads only appear in Google searches. They are determined by keywords related to your product or service (previously chosen by you).
For mobiles
These are ads related to mobile apps and web pages. With this kind of strategy, the user uses or shows interest in an app or page, then you are shown ads related to that app or web page on your mobile.
From video
These ads are used on YouTube channels. Once the customer has seen a video of yours on the platform, they are automatically activated other ads that will appear in other videos (or even on other web pages or applications).
Advantages of applying a good remarketing strategy
Without a doubt, remarketing is a powerful sales tool because it can be adapted to all kinds of consumers. You will be able to achieve greater visibility, strengthen your brand and remain in the memory of your potential customers without being too invasive.
These are some of the advantages it offers you:
Accuracy: It's an automatic technique that you can activate in a very short time (especially shortly after the user has left your company's website). It persuades the consumer when their interest is still high and increases the chances of a sale. In addition, it optimizes the return on investment.
Personalization: Remarketing can be tailored to the individual consumer or to specific niches. This is perfect for increasing campaign results.
Effectiveness: It acts significantly on sales. In fact, consumers who have already interacted with your brand are 20% more likely to make a purchase than new customers.
Professionalism: This is a professional tactic that allows you to analyze results, get to know your users better and offer different types of promotions to attract new customers (discounts, offers, newsletters, etc.).
As you can see, remarketing is a complex technique that can be adapted to different types of businesses. However, remember that you have to offer quality in your ads and work on it in parallel with your other promotion campaigns. Only then will you see better results.
