Remarketing, also known as retargeting, is one of the most powerful strategies in digital marketing. Its goal is simple: to reach people who have already shown interest in your website, online store, blog, or any other digital channel.
This strategy works because it leverages behavior already demonstrated by the user, increasing the chances of conversion.
Have you ever visited an online store, viewed a product, but didn’t make a purchase? Suddenly, that item seems to “follow” you, appearing in ads on Facebook, other websites, or even on YouTube. That’s remarketing in action.
Now, let’s dive into why it’s so effective and how it can be applied successfully for different types of businesses.
Why Remarketing Works
Reinforcement of User Memory When a person visits a website, the chance of them converting on the first visit is low.
Studies show that only a small percentage of visitors take action, such as making a purchase or filling out a form, on the first interaction. Remarketing keeps your brand and product in the user’s mind, creating multiple opportunities for them to make a decision.
Personalization of the Purchase Moment Different people are at different stages in the buying process. Remarketing allows you to personalize ads for each stage:
- Exploration: Provide information about the product or service.
- Decision: Show additional benefits or discounts.
- Conversion: Reinforce the sense of urgency, such as “limited stock.”
Leveraging Previous Interest Reaching someone who has already visited your site is much more effective than trying to attract new visitors randomly. Remarketing targets a warm audience, increasing the chances of a higher return on investment (ROI).
The Repetition Principle Psychologically, repetition increases familiarity, and familiarity breeds trust. By showing your ad multiple times, remarketing creates a sense of closeness with the user, making conversion easier.
Practical Examples of Its Functionality
- E-commerce: A user adds an item to their cart but doesn’t complete the purchase. Remarketing displays ads for that specific item with incentives like free shipping or a discount.
- Education: Someone visits a course registration page but doesn’t complete the process. You can target them again with ads highlighting the benefits of the course.
- Real Estate: A visitor views a property but doesn’t make contact. Remarketing can display videos or images of that property, reinforcing their interest.
Beneficial Strategies
- High Return on Investment (ROI): Targeting users who have already shown interest results in cheaper conversions.
- Advanced Segmentation: You can segment audiences based on specific actions, like people who abandoned their cart or visited certain pages.
- Higher Conversion Rate: By targeting users who are already familiar with your brand, the likelihood of conversion is much higher.
- Increased Customer Lifetime Value (CLV): By maintaining relationships with your visitors, you can convert them into repeat customers.
Impacting Those Who Have Already Encountered Your Brand
A key insight to understand the impact of remarketing: more than 90% of users do not take any action on their first visit to your website. They don’t sign up, purchase, or request quotes.
This means that most visitors leave your site without interacting. Remarketing, therefore, becomes an essential tool for reconnecting with these users and increasing conversion opportunities.
Applying to Maximize Results
With remarketing, you can create different approaches to re-engage those visitors. Below are some of the most effective strategies you can implement:
Focus on Brand Awareness
For users who visited your site but didn’t engage deeply, you can create institutional campaigns to reinforce your brand.
Example: Show ads like “Visit Adriano’s Blog and learn about Digital Marketing.”
These ads help solidify your brand presence in the user’s mind, increasing the chances of them returning.
Offer Free Content
Another effective strategy is to invite the user to convert with free content that adds value.
Example: After visiting your blog, you can offer an e-book or practical guide, such as “30 Tips to Apply Digital Marketing to Your Business.”
This approach not only strengthens your brand but also transforms visitors into qualified leads, starting a closer relationship with your audience.
Segmentation by Specific Page
Remarketing all visitors to your site can be too broad, especially for larger sites, like online stores or blogs with hundreds of posts.
Instead, segment visitors based on the pages they accessed:
- Online Store: Re-target those who viewed specific categories or products but didn’t make a purchase.
- Blogs: Display ads related to the topics of the posts they visited.
Example: A user visited the page of a Digital Marketing course but didn’t enroll. With remarketing, you can display targeted ads such as “Sign up for the course and transform your marketing strategy.”
How It Works
- Message Reinforcement: Repeated exposure to your brand or offer increases familiarity and trust with the user.
- Advanced Segmentation: Targeting people based on their previous behavior allows for creating more relevant and personalized messages.
- Gradual Conversion: Often, users need multiple touchpoints before making a decision. Remarketing fills this gap.
By doing this, you not only keep your brand alive in the minds of users, but also direct efforts more efficiently, maximizing return on investment.
How to Impact Your Audience
Leveraging the Potential of Specific Actions
Remarketing goes beyond simply showing ads to people who visited your site. It allows you to create highly targeted and effective campaigns based on user behavior.
Here are some strategies that demonstrate how to take advantage of this tool:
- Customized Remarketing by Pages Visited
Example: A visitor accessed basic content about Google Ads. The next step is to offer advanced content or even a paid course.
Benefit: Allows you to meet the specific needs of each user with offers aligned to the stage of the funnel they are in. - Abandoned Cart Recovery
Impact users who added items to their cart but didn’t complete the purchase.
Initial Campaign: “Complete your purchase and take advantage of our exclusive offers.”
Incentive Campaign: After a few days, offer an exclusive discount to encourage conversion. - Segmentation by Video Interaction
If a user watched a video on YouTube or interacted with your channel (commented, liked, or shared), you can create specific campaigns for them.
Example: Offer materials related to the topic of the video they watched or promote a complementary product.
A Multi-Platform Action
Although remarketing is widely associated with Google Ads, it is a strategy that can be used across different platforms, such as Facebook Ads, Instagram Ads, and even third-party networks. This expands the reach of your campaign, allowing you to target your audience wherever they are.
What is Needed to Implement?
To get started, follow these essential steps:
- Install the Remarketing Pixel
A JavaScript code needs to be inserted into your website. It records visitor data via cookies, allowing you to track interactions such as:- Pages visited.
- Videos watched.
- Abandoned carts.
- Create Custom Audiences
Define audiences based on specific user actions:- Example 1: People who visited the homepage.
- Example 2: Users who viewed three or more pages.
- Example 3: Those who commented on or shared videos on YouTube.
- Set Up Campaigns for Target Audiences
Create campaigns tailored to each customized audience.- Example: An audience that watched videos can be targeted with ads for complementary educational materials.
Why is it Effective?
Remarketing is highly effective for two main reasons:
- Reduced CPC: The cost per click is generally lower because you are targeting an audience that already knows your brand.
- Easier Conversion: Often, remarketing serves as a reminder for users who were interested but did not complete an action. This significantly increases the chances of conversion.
Travel through the Universe of Possibilities
Remarketing opens up a wide range of opportunities to personalize campaigns, reach different stages of the sales funnel, and achieve better results.
Whether it’s recovering abandoned carts, segmenting based on specific pages, or creating advanced campaigns on YouTube, this strategy is an essential piece for success in digital marketing.
Remarketing is indispensable for businesses looking to optimize their results in Digital Marketing. It combines data intelligence and precise segmentation to impact users at the right moment with the right message.