How do Remarketing Campaigns work?

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Remarketing campaigns can provide a great way for business owners to reconnect with a segment of potential customers that have already been seen to visit the company website, but are yet to complete a conversion or purchase beneficial to the business. Remarketing is an efficient and effective system that allows for the marketing of your brand toward a specific and targeted audience, encouraging users to return to your company and become a part of your customer base; boosting your revenue and conversions, as well as your overall return on investment. So, how could your business benefit from the use of a remarketing campaign, and how does remarketing work?

Remarketing Campaigns work through the use of cookies that are attached to the devices of visitors to your website when they meet your audience criteria. Their cookie ID is then added into your remarketing audience list, meaning your ads will begin to show to users upon a range of varying platforms across the internet; multiple lists requiring an array of different criteria can be compiled.

Each cookie holds a unique identifier that is automatically added into your remarketing list, making the setup of multiple lists outlining varying goals and criteria an achievable possibility.
There are a number of controls that accompany this form of advertising, including the period of time for which a cookie ID will remain within your remarketing lists, and impression limitations to the amount of ads are shown to an individual each day; it is also possible to block ads from being shown across certain websites. Criteria can also be created as to more specifically control the targeting of your ads to users, allowing for the specification of age range, gender, location, and interests based on previous browsing behaviours.

A remarketing list must meet the minimum requirement of acquiring 100 unique cookie identifiers before it can become active, and, in order to be successful, it is important to make sure that all ads shown to users are of a high relevance to what your visitors are interested in, as well as enticing enough for them to consider returning to your website as to complete a desired action such as a purchase. A good way to do this could be to display a discounted rate on a service or product that they were seen to view on your site, as this offers more incentive for users to covert and become a part of your customer base.

If your aim is to raise better awareness of your brand through the use of a remarketing campaign, then it would prove more effective to create ads that work to display your brand to visitors over a lengthened period of time. Also, as remarketing is provided by Google Ads, the outcomes of any campaigns set up can be tracked and assessed through normal conversion tracking, making results measurable and offering a better sense of how well your campaigns are performing. However, with the display ad formatting that remarketing campaigns usually undertake, it is worth noting that many users may not tend to click directly onto the ad that they are presented with, but will instead be motivated and prompted to revisit the company website through direct and organic pathways. This can make normal ad metrics slightly less relevant, but can be tracked through the use of view-through conversion measurement in Google Analytics; this will require a Google Ads tracking code.

Facebook remarketing campaigns operate in a very similar way when compared to those found within Google Ads, the main difference being that audience lists can be compiled from user’s Facebook User IDs, phone numbers, and email addresses rather than cookie identifiers. These lists, once created, can then be used to generate smart lists of Facebook users referred to as ‘lookalike audiences’. In order to do this, Facebook will create an average user based on the users found within your initial list, then using this to compile a list of Facebook users found to be at least 99% similar to your average user. This is a great feature when aiming to reach a wider range of potential customers.

To conclude, remarketing campaigns offer business owners with a great way to meet a wider audience of users likely to be interested in the services being provided to them, helping to increase overall brand awareness and conversion rate seen on across the company site. It offers an effective way to increase return on investment and the revenue gained by the business, making it a great campaign option to consider when looking to advertise to your audience.

To discover more about remarketing and the benefits that an effective strategy could have for your business performance, visit our dedicated remarketing page for more information, or get in touch to learn more about what In Front Digital’s remarketing services can do to help your business.

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