How remarketing works
It is very common to confuse remarketing and retargeting. Most of the time you will see the concept of remarketing in the service of all actions to re-attract people who have already shown interest in your brand or product. Google itself treats it this way, although remarketing deals specifically with email marketing actions.
Much more important than the nomenclature, it is essential to understand what the strategies are about. This will make the difference in your digital marketing.
That said, we apply the remarketing strategy to email new zealand email list marketing actions that reactivate customers, leading them to perform a specific action. An example of this is cart abandonment emails in virtual stores , used to increase the sales conversion rate. Another use could be a promotional or discount coupon for those who entered a store and then left without making any purchase.
To use the strategy, it is important to have a good plan to map potential customers and their purchase journey . This is because remarketing uses the list system, just like in email marketing campaigns.
These lists separate website visitors based on the action they performed, such as:
Visitor who downloaded an e-book;
Who signed up for a newsletter list;
Customer who purchased more than X in your online store;
Shopping cart abandonment.
However, it is important to use remarketing carefully, respecting privacy policies and ensuring that users have the option to opt out of personalized ads if they wish. In addition, it is essential to properly target remarketing campaigns to ensure that ads are relevant and tailored to each target audience.
What is retargeting and how does it work?
We already understand a large part of the concept of remarketing. And the principle of retargeting is very similar to that of remarketing. Therefore, the function is to show your product or service again to a person who has shown interest. The difference is that in remarketing you already have your customer's record and you personalize the advertising through email marketing.
In retargeting, through Galleta technology , the website that the user visited can “see” who you are in the navigation. Therefore, if that site is part of a list of partner sites for the retargeting tool, it will show your ads to that visitor.
This is also the case with social media. Today, app integration, for example (let's mention WhatsApp, Instagram and Facebook here), allows retargeting to be done through access from all three platforms.
It creates the feeling that the website is very much in line with our preferences. Therefore, it is a focused and extremely effective strategy to re-engage visitors who left without converting or purchasing.
Retargeting can be done through different advertising channels, including display networks like the Google Display Network, social networks like Facebook Ads, or even mobile apps. By showing personalized ads to people who have already expressed interest in your brand, you increase the chances of regaining their attention, reminding them of your product or service, and encouraging them to return to your website to complete a desired purchase or action.
It is important to note that, as with remarketing, it is essential to use retargeting responsibly and in compliance with privacy policies. Users should have the option to opt out of receiving personalized ads if they wish, and targeting should be done appropriately to ensure the relevance of the ads served.
Advantages of remarketing and retargeting
Widely used in comercio electrónico , remarketing and retargeting strategies, especially if worked together, generate a significant increase in conversion rates.
Considering that only about 1% of website visitors become customers, making a retargeting strategy efficient is crucial to optimizing CAC (Customer Acquisition Cost) and improving ROI (Return on Investment) .
And remarketing is no different. You can attract a registered prospect, who hasn't yet become a customer, through targeted promotions based on their preferences. You can also build customer loyalty and get them to buy again with cross-selling , for example.
And you can remarket using Anuncios de Google ads . You can upload a list of customers, for example, and even choose similar targets for Google Ads by adding them to an ad group or campaign.
In addition, Facebook also allows remarketing, which makes advertising on this social network even more efficient.
What's more, remarketing ads are even more effective because they can be much more personalized, and they also allow you to counteract the objections that caused the visitor to leave your website.