Remarketing enables businesses to show ads to people who visited their website. The idea is, when people visited your site there was some level of intent and remarketing enables a business to reconnect to that low-level shopper/client/patient. Over the years, I’ve learned to trust three primary platforms for remarketing: Google AdWords, Facebook Ads, and Bing Ads.
The Benefits of Remarketing
Remarketing can help drive specific actions and activities ranging from branding and awareness, increase inbound leads, and increasing ecommerce conversions. Simply put, remarketing can drive return on investment (ROI) for just about any advertiser. Google provides a list of benefits including:
Types of Remarketing
This remarketing solution is simple; you’d use an animated HTML5 ad that targets visitors of your website. The level of targeting is up to you. It can be broad and include all website visitors, or it could be defined and include visitors who visited a specific product page. The key difference from dynamic remarketing is the create.
Allows your business to target visitors who look at a specific product or left their shopping cart full. The creative itself shows the specific products the visitor was looking at or abandoned in their shopping cart. One thing to keep in mind about dynamic remarketing is that we'd need to setup an inventory feed through Google's Mercent Center.
We know billions of people visit sites like Facebook, thus we can create what is called a “walled garden.” Your visitor data is collected via a Facebook pixel and we target the visitors on Facebook. Facebook has a several ad formats including carousel ads and video ads, which look great and go beyond traditional animated ads.
When it comes to performance and attribution, “last click” will be key for remarketing attribution. However, this may mean your pay-per-click (PPC) campaign may move to the assisted conversions column, so don’t cancel it just yet. We always recommend looking at last interaction, first interaction, and assisted conversion reports in Google Analytics.
If you want to incentivize and/or remind visitors to finish an action on your website or shopping cart, then remarketing is the tool for you. Since you are only targeting your previous visitors, it’s also not very expensive; which, is even more of a reason to set it up. If you are looking for a partner, consider us here at Actuate Media.
Actuate Media is a digital advertising agency in Seattle, WA. Our team has run hundreds of digital advertising campaigns nationwide including: PPC Search Marketing, SEO, Display Advertising, Video Advertising, and more. We are proud to have completed the Google Partner’s Specialist Challenge and we are Google Adwords & Analytics certified specialists. Our agency implements a data-driven approach connecting advertising results and analytics, aggregating the data for future analysis allowing our partners to make smart advertising decisions in the future to gain a competitive advantage.
Brad Holly, MBA
Principal of Actuate Media, Google AdWords & Analytics Certified.
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