Remarketing is a useful tool when you want to show your ads to the people, who have already visited your site, but for some reason, didn’t convert (make a purchase, fill out a form etc). In this case, we already know about what those users were interested in, and can show those people an adjusted ad (e.g. only today 5% off from all laptops or the picture of an item she or he previously viewed). The number of possibilities is infinite, but the main point is that you can target people who were close to making a purchase, and then give them the one last push to actually do it. And you don’t have to frustrate your customers with ads that stalk them forever; it’s possible to set a frequency cap of how many times a user would see your ad (ie. show one ad no more than 7 times to one user).
Different Forms of Remarketing
- Standard remarketing –You can target people who have recently visited a certain part of your site (e.g. gardening page)
- Google Analytics remarketing – You can set the characteristics of your target customer in a very close detail, depending on your needs and the size of your site.
- Customer Match – Use our customer data base to target (or exclude) people whose e-mails you already have.
- Dynamic remarketing – enables you to show the product the visitor had previously viewed. The system will generate the product mix automatically, based on what the visitor viewed on your site, so there is no need to make different banners to cover your whole inventory.
- Remarketing Lists for Search Ads (RLSA) – is a feature that lets you customize your search ads for people who have previously visited your site, and modify your bids and ads to these visitors.
- ‘Negative’ remarketing – Remarketing also works the other way around, if you want to target only new users (ie exclude users who were declined already).