How to Get Started with Digital Remarketing
If you're going to promote your business and products to customers today, one technique you have to master is digital remarketing. If you don't, you could be missing out on valuable sales.
But if you get it right, you're practically guaranteed to boost conversions and earn more business revenue. This guide will explain the ins and out of digital remarketing, and show you how to get started with this valuable marketing strategy.
What is Digital Remarketing?
If you've ever checked out a product on somebody's website, and then seen ads for that same product wherever you go online, you've seen digital remarketing in action. Remarketing - sometimes also called retargeting - lets you show ads to potential customers based on their online behavior.
It sounds a bit creepy, but data from WordStream suggests that the "creep factor" may be overrated because:
- People don't get as tired of remarketing ads as quickly as they do of regular ads
- Remarketing ads have a higher clickthrough rate (CTR) than regular ads
- Remarketing ads are a powerful way to reach your audience
How Does Digital Remarketing Work?
The basis of digital remarketing is a cookie. This is a small text file web browsers collect from a website. It's anonymized but it can recognize:
- When visitors return to a website they've been to before
- When they're logged into a website
- Whether they have purchased a particular item
The other thing you need for digital remarketing is a code snippet, often called a pixel or tag, that connects your remarketing campaign with the platform where you're running the campaign. So for a social campaign, you could use a Facebook pixel, and for a search campaign, you could use a Google Ads tag.
When these are in place, you're all set for a digital remarketing campaign. Digital remarketing targets online behavior. So, if someone views a product but fails to buy it, a remarketing campaign can show offers for that product in ads on other websites or in search results.
Benefits of Digital Remarketing
This approach has several benefits. Even if people don't buy immediately, digital remarketing helps with brand recognition. Since people see your ads wherever they go online, your brand becomes more familiar, and therefore more trustworthy. This is one case where familiarity doesn't breed contempt.
Digital remarketing ads are more personal. You're not showing the same ad to 100 people. Instead, you show each person ads based on their own browsing history and online behavior. Personalization and relevance result in more action.
Using remarketing ads also gives you several chances to get people's attention. They might not buy your product the first time they see an ad, but if they keep seeing it, and they're interested, then they're encouraged to take the next step. Digital remarketing ads can also help you engage people's interest in your content.
For all these reasons, digital remarketing results in higher conversions. By keeping the products that interest people top of mind, you make it more likely that they'll click and buy.
And this type of campaign has one more benefit: it's extremely cost-effective. The average cost per click (CPC) for remarketing ads is half the cost of regular ads. That means more money in your bank account, and less money spent on people who couldn't care less. You're only targeting those who have demonstrated their interest by visiting your website or product page.
Types of Remarketing Campaigns
Wondering which type of digital remarketing to run? Here are your options:
- Search remarketing shows ads to people searching the web
- Display remarketing shows display ads from Google and other providers to people visiting different sites
- Video remarketing shows ads to people who've watched your videos
- Social remarketing is primarily done via Facebook, and shows ads to Facebook users who have visited your site
- Remarketing to your own customer list
Before you start any digital remarketing campaign, there are a few things you'll need to set up.
Getting Set for Digital Remarketing
This is where it can get a little bit technical, but here's what you need to do. If you're running remarketing ads via Google, you'll need a Google Ads account. Then you'll need to:
- Choose your campaign type (such as search or display)
- Add the Google Ads tag to your site
- Setup your audience
- Create your ad
Here's Google's guide to getting started with remarketing on Google.
If you're planning to remarket on Facebook, then you'll need a Facebook Ads Manager account. Then you'll need to:
- Create or import your audience
- Create a Facebook pixel and put it on your site
- Choose your goal
- Create your ad
WordStream has an excellent guide to getting started with Facebook remarketing.
One of the best ways to manage pixels and tags is via Google Tag Manager. Once you add your website, deploying ad code takes only a couple of clicks. It works with a lot of different platforms, so you can integrate all kinds of tracking. Use Hubspot's guide to get started.
Digital Remarketing Best Practices
Here are a few ways to make your campaigns even more effective.
Segment your audience. All remarketing platforms give you the chance to customize your audiences so that people only see relevant ads. That maximizes the chances that they'll take action.
Use multiple platforms to reach people. Don't just use Facebook or Google Display Ads. Most people use several different platforms, so you want to make sure you're getting their attention wherever they are.
At the same time, don't run too many ads. If people feel bombarded, your marketing strategy could backfire, and result in a negative perception of your brand. Again, this is where segmentation comes in.
Used correctly, digital remarketing is a powerful tool to enhance your online reputation and win more sales. Which network will you start with first?