Remarketing campaigns are a vital part of conversion-oriented marketing and provide the ability to “follow up” with shoppers most likely to make a purchase. In this post, we’ll review the types of remarketing campaigns, their benefits, and popular parameters to consider in reaching the right audience at the right time.
What is Remarketing?
Remarketing is promotion targeted specifically to consumers already familiar with your brand to some extent. Remarketing audiences for digital campaigns primarily focus on recent website visitors and past purchasers though could be expanded to include email subscribers, recent visitors to your social media profiles, and so on.
Remarketing campaigns are common across all industries though heavily utilized by e-commerce brands. If you’ve ever visited an apparel company’s website but not purchased anything during your visit, you may start noticing ads for that brand as you browse other websites and apps. This is remarketing. Many savvy brands take this a step further and display ads featuring the exact product(s) you were browsing; this is known as dynamic remarketing.
Benefits of Remarketing
Remarketing offers the ability to “follow up” with specific audiences you designate. Your business can target ads exclusively to your recent website visitors and highlight a special offer to entice them to return and complete a purchase or book an appointment.
Remarketing also provides upsell opportunities to those who have already purchased from you. Businesses can target ads to previous customers to promote a new product or service or to purchasers of certain products to promote accessories for those items.
Remarketing is available on most ad platforms such as Google Ads and Meta Ads. Ads to these audiences can be included as an additional segment within existing campaigns at no additional cost overall though it’s typically best to separate these efforts into a unique campaign for more tailored messaging to these users and for more accurate campaign performance analysis.
The development of first-party data and remarketing audiences will become increasingly important as tech platforms consider a “cookieless” future. Though applauded for consumer privacy purposes, this trend can have significant impacts on the digital advertising landscape.
When considering remarketing, businesses should ensure their desired audiences will be large enough to be targeted by ad platforms. At the time of this post, “data segments targeting the Google Display Network must have a minimum of 100 active users within the last 30 days for your ads to show; segments targeting Google search must have a minimum of 1,000 active visitors or users.”
Remarketing can include many audience types, each of which could potentially require separate campaigns or ad groups, depending on the messaging and attention each group requires. Common remarketing audiences are recent website visitors, uploaded .csv files of previous customers or contacts, and people who have recently engaged with your social media profiles.
Also consider filtering your audiences to exclude users who completed the desired action. If your customers typically only require one purchase or conversion from a marketing standpoint, you might exclude those users who have converted and focus your ad spend on prospects still in their shopping journey. E-commerce businesses specifically may consider narrowing their remarketing lists to specifically target visitors who dropped off at specific stages of a purchase journey such as a cart summary or checkout type page.
Remarketing is an excellent medium to maintain presence in front of shoppers who are familiar with your brand and likely to make a purchase. With proper segmentation and tailored messaging, remarketing campaigns provide an extremely cost-efficient opportunity to close additional conversions for your business.