What is remarketing?
Remarketing is a powerful marketing technique that allows you to promote ads (advertisements) to the most recent visitors to your website. This way of promoting is a very effective one, as it is the most appropriate way to remind your potential customers of the existence of your brand, through ads customized according to their interests.
Remarketing codes can be placed either at the website level or individually, on specific pages, depending on the objective. Thus, you can aim to retarget people who have viewed a product or people who have placed an order, for example.
One of the most important elements of a remarketing campaign is your audience. Depending on the action that a visitor takes on the website, but also on the period of time allocated by him, targeting can be done according to three categories:
• the user who takes an action (adds products to the cart, fills out a form, subscribes to the newsletter, etc.),
• the user who spends a period of time on the website,
• the user who visits the website, abandoning it shortly after.
A well-done targeting indicates the degree of interest that users in that category show in the content of the website. For example, a visitor who goes through 10 pages to the exit of the website will have distinct characteristics in their behavior feed, compared to another who abandons the landing page in the first 60 seconds.
If the strategy includes the most relevant messages addressed to the most targeted audience, the remarketing campaign has all the chances to be successful. The better the message is tailored to the visitor’s interests, the more likely he will buy. Also, if users who have taken an action on the site in the last week are taken into account in the targeting process, the chances of success of the remarketing campaign are clearly higher compared to a target group made up of people who have added products to the cart in the last 3 months, for example.
Depending on your objective, you have the option to choose between two types of remarketing: static (standard) and dynamic.
Static (standard) remarketing is the traditional form that allows you to show general ads. The audience is made up of users who have visited the site and abandoned it without taking an action.
This type of remarketing is suitable for building brand reputation.
Dynamic remarketing is a personalized technique that targets recent visitors to your website. The difference between static and dynamic remarketing is that the latter uses a specific ad with a viewed product, which it shows to that user. In other words, this clever marketing technique knows what and to whom to display so that it persuades the user to take action.
Dynamic remarketing campaigns are effective because they display both the products that a user is viewing and the bestsellers in the category that the potential buyer is interested in.
Features
Static remarketing: Displays general content ads to all site visitors. It’s an effective tool if you’re targeting all users. Generate lower results compared to dynamic remarketing.
Synamic remarketing: Show personalized ads to specific categories of visitors. convert potential buyers into customers; has a better click-through rate (CTR) (can have up to 7x growth) and a lower cost of conversion, compared to static remarketing. generates a better ROI (return of investment) than standard remarketing (by up to 300%); Conversion rate is 3x higher than static remarketing.
Compared to static remarketing, dynamic remarketing brings better results in campaigns, but it is recommended to have tests that provide certainty, as they may differ depending on the specifics of the business.
