What is Remarketing and How to Use It?

Remarketing, an important component of digital marketing strategies, involves advertising campaigns that target users who have previously visited a specific website or application. This strategy aims to re-engage potential customers and encourage them to convert. Remarketing is typically carried out through platforms such as Google Ads and Facebook.

What is Remarketing?

Remarketing means showing ads to users who have previously visited your website. This helps you understand why users left your site and how to win them back. Remarketing can increase customer loyalty, ensure your brand is remembered, and boost conversion rates.

Difference Between Remarketing and Retargeting

The terms remarketing and retargeting are often used interchangeably, but there are slight differences. Remarketing typically uses direct contact information such as users’ email addresses, while retargeting uses cookies to show ads to users. Both methods aim to re-engage users, but there can be differences in the data and strategies used.

Advantages of Remarketing

Re-engaging the Target Audience

Remarketing is an effective way to re-engage users who visited your website but left without taking any action. These users have already shown interest in your brand, so reaching out to them again increases the chances of conversion.

Higher Conversion Rates

Remarketing campaigns can increase conversion rates by showing more personalized and relevant ads to your target audience. When users see products or services they were previously interested in, their likelihood of making a purchase or completing another conversion increases.

Personalized Ad Experience

Remarketing delivers personalized ads based on users’ previous behavior. This makes the ads more relevant and engaging. When users see content that interests them, they are more likely to respond positively to the ads.

How Does Remarketing Work?

Remarketing Tags

Remarketing tags are small pieces of code placed on your website. These tags identify users who visit your site and add them to remarketing lists. This way, you can target users who have previously visited your site.

Remarketing Lists

Remarketing lists consist of users who exhibit specific behaviors. For example, you can create separate lists for users who abandoned their shopping cart or those who viewed a particular product. These lists make your ads more targeted and effective.

Ad Distribution Process

The ad distribution process involves creating ad campaigns targeted at specific remarketing lists. These campaigns include tailored ads designed to capture users’ interest and win them back. The ads are shown on other websites or social media platforms that the users visit.

Types of Remarketing

Site-Based Remarketing

Site-based remarketing targets users who have visited your website. This strategy delivers personalized ads based on specific actions users took on your site, such as viewing a particular product or abandoning their shopping cart.

Dynamic Remarketing

Dynamic remarketing automatically delivers personalized ads based on users’ previous behavior. This is especially useful for e-commerce sites. For example, if a user visited a product page, they might see ads featuring that product.

Email Remarketing

Email remarketing involves sending targeted emails to users using their email addresses. This strategy can be used to remind users of abandoned shopping carts or to offer special deals.

Remarketing with Google Ads

Setting Up Google Ads Remarketing

To create remarketing campaigns through Google Ads, you first need to add a remarketing tag to your website. From your Google Ads account, navigate to the “Audience Manager” section to create remarketing lists. These lists include users who have visited your site and allow you to create targeted ad campaigns.

Google Ads Remarketing Strategies

Google Ads remarketing strategies include dynamic remarketing, video remarketing, and mobile remarketing. Dynamic remarketing delivers personalized ads featuring products that users are interested in. Video remarketing targets users on platforms like YouTube. Mobile remarketing creates special campaigns aimed at mobile device users.

Facebook Remarketing

Setting Up Facebook Pixel

To create Facebook remarketing campaigns, you first need to add Facebook Pixel to your website. Facebook Pixel tracks user actions on your site and uses this data for remarketing campaigns. You can set up the Pixel through Facebook Ads Manager.

Facebook Remarketing Campaigns

Facebook remarketing campaigns involve personalising the ads that users see on Facebook and Instagram. You can create targeted ads based on users’ previous behaviour and increase conversion rates. Facebook allows you to optimise your remarketing campaigns by offering a wide range of targeting options and detailed analytics.

Remarketing Strategies and Best Practices

Targeting and Segmentation

You can achieve more effective results by using targeting and segmentation in your remarketing campaigns. Identify different user groups and create custom adverts for each group. For example, you can create reminder adverts for users who abandon their shopping basket and product recommendation adverts for users who view certain products.

Ad Design and Messaging

The design and messaging of your adverts are important to attract and engage users. Design your images and text in a way that engages users. Increase the likelihood of users converting by using personalised and engaging messaging.

Frequency Control and Conversion Tracking

Be careful not to show your adverts to your users too often. Excessive ad display can cause users to get bored with ads and react negatively. Regulate the display frequency of ads with frequency control and measure the success of your campaigns by tracking conversions.

Remarketing and GDPR

Privacy and Data Protection

GDPR (General Data Protection Regulation) is a regulation created to protect users’ personal data. You need to be GDPR compliant in your remarketing campaigns. Store and process users’ data securely.

Obtaining User Consent and Consent

It is important to get users’ consent and approval for your remarketing campaigns. Explain to users how their data will be used and obtain their explicit consent. Inform users with cookie policies and privacy notices.

GDPR Compliant Remarketing

Review your data collection and processing processes to create GDPR-compliant remarketing campaigns. Create clear and transparent policies that explain how you collect, store and use users’ data. Respect users’ rights to manage and delete their data.

Remarketing Performance Analysis

Key Performance Indicators (KPIs)

Identify key performance indicators (KPIs) to measure the success of your remarketing campaigns. These indicators include conversion rates, click-through rates (CTR), conversion per cost (CPA), and rate of return (ROI). Evaluate the impact of your campaigns by tracking these metrics.

Remarketing Reporting and Optimisation

Regularly report and analyse the performance of your remarketing campaigns. Optimise your campaigns and make improvements in line with the data you obtain. Determine which strategies are more effective and use these strategies in your future campaigns.

Common Remarketing Mistakes

Excessive Ad Display

Showing ads to users too often can create a negative experience and leave a bad impression of your brand. Regulate the display frequency of ads by controlling the frequency and prevent users from getting bored with ads.

Incorrect Targeting

Incorrect targeting can reduce the impact of your ads. Identify the right target audience and optimise your ads for this audience. Review and update your remarketing lists regularly.

Low Quality Ad Content

The content of your adverts is important to grab users’ attention and drive engagement. Low-quality images and uninteresting messages can reduce the impact of your adverts. Pay attention to ad design and messaging.

Frequently Asked Questions About Remarketing

How does Remarketing work?

Remarketing targets users who visit your website and shows them personalised ads. This allows you to understand why users leave your site and win them back.

Which platforms can be used for Remarketing?

Google Ads, Facebook, Instagram and other social media platforms can be used for remarketing. In addition, email remarketing campaigns are also an effective strategy.

How to make Remarketing GDPR compliant?

To make your Remarketing campaigns GDPR compliant, obtain users’ consent and consent. Review your data collection and processing processes and inform users how their data will be used.