What is Remarketing?
Many of you may have noticed some ads on the web that seem to know what you’re interested in with an eerie degree of accuracy. Those ads may even display a specific product that you had been researching earlier that day, or even weeks ago.
Google and other online platforms aren’t quite psychic (yet), but they do feature an advertising tactic that makes it seem that way. Remarketing is a strategy that has become extremely popular among advertisers over the past couple of years.
How To Set AdWords Remarketing Up
There are many different remarketing platforms out there. In this example, I will discuss how to set up a Remarketing campaigns in AdWords. Later on, I will mention some other Remarketing platforms that are popular.
To set things up in Google AdWords, you’ll want to log into your AdWords campaigns and click on the “Shared Library” link on the left navigation bar. From there, under “Audiences” click the “View” link.
Click the red “REMARKETING LIST” and Google will walk you through how to set up a remarketing list. This involves adding code to certain or all pages on your website. Alternatively, if you have Google Analytics installed, you can tell Google which pages on your site should add visitors to a list.
Then, to actually create the campaign, create a new “Display Network Only” Campaign within in the main AdWords screen. To set up the proper targeting, click on the “Display Network” tab, then the red “+TARGETING” button, and select the lists you’d like to target.
Setting Up AdWords Remarketing List
Why do Remarketing?
Remarketing is a great tactic to add to your overall online marketing strategy. It usually isn’t robust enough replace typically high-volume channels like Paid Search.
However, Remarketing often has a good ROI because of the very specific targeting that it employs. Anyone who has run typical banner ad display campaigns can attest to the low CTR and ROI that those usually have.
Remarketing Campaign Management Best Practices
The more specific you can make your lists, the better. At first, Google recommends you add a site-wide Remarketing list. That’s fine, but you can target users at a much more effective level by setting up different lists. For example, you may want to use more specific messaging in ad to someone who added an item to their cart as compared to someone who visited and left within 30 seconds.
Try out both image and text ads. Typically image ads are more engaging, but there is also a lot inventory on the web for text-only ads. They may not look as pretty, but can have a good ROI if you can get cheap clicks.
If you’re an e-commerce company, try showing the specific product in your ad that a potential customer was checking out on your site. You can even offer a limited-time discount on that product to drive engagement.
Other Non-AdWords Options
Though I walked through Google AdWords in depth, here are some other popular remarketing companies that you may want to check out. AdRoll has long has an integration with Facebook to enable remarketing.
One Final Note
You may have seen both of the phrases “Remarketing” and “Retargeting” and wondered what the difference is. The two are interchangeable and mean the same thing. Clearly it’s just a conspiracy to confuse us all.
Good luck with your remarketing campaigns!