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Good marketing is one of the key things that any business has to implement to make the products or services that they provide successful. While we do have some idea or an overview about what marketing is, there’s the concept of remarketing as well, which proves to be pretty useful in bringing your visitor or customer back to your product. We will understand what it is in this blog today.
Moreover, remarketing has major types as well, two of which are used on Google Display Ads. What are they? What are their features? Are they really useful when it comes to Google Display Ads? Let’s take a look.
First things first, what is remarketing?
Have you ever experienced this? You explore a website, for example an e-commerce one, and after exploring a couple of items you close it, thinking of probably hopping onto something next. However, soon after that you begin to see its ads everywhere, whether it’s on YouTube, a blog you’re reading or any other web page for that matter. Does it feel strange to you? Or do you just have become so habitual to this that it doesn’t even feel that noticeable anymore?
This is nothing but remarketing at play. Remarketing is basically displaying ads to the people who have left the concerned site or source without converting, so that they return and potentially make a purchase.
When a customer visits your website, they may be undecided about whether or not to buy something. They may have arrived at your website after clicking on one of your PPC Campaign ads, or they may have discovered it through an organic search. For whatever reason, they were curious about your product. The users who end up on your website are excellent advertising targets. Your product has already piqued their curiosity.
Whether you’re targeting new or existing customers, you’ll always need high-quality keywords that are relevant to their intent.
Fundamentals of remarketing
Now, how does remarketing work? It works on ‘lists’, which are either provided by you or are automatically created by Google Ads. These lists make use of ‘tag’, which track the users’ website activity and then include them in the list.
You could have one for all visitors, one for folks who look at a certain product, and even one for people who add items to a shopping cart but don’t complete the transaction.
There are numerous advantages to being able to target adverts based on a user’s relationship with your brand. You can target consumers who look for your product again using remarketing lists. With CTAs or calls to action, such as “buy again from us” or “continue to the checkout page,” you may target ads depending on the user activity.
Now, what are the different ways in which remarketing is implemented? There are mainly two: Standard Marketing and Dynamic Marketing. Now, the end goal of both is the same, just the means with which it is achieved are different.
Two types of remarketing used on Google Display Ads
Standard marketing
To put it simply, standard marketing is the type of remarketing where the remarketing lists are used to display generic adverts to people included in the list. You sort out the users in the list according to their activity on your website, and then you show them ads applicable to their behaviour and aligned to your marketing objective.
A pretty familiar scenario for doing standard marketing is building brand awareness. This typically means you show ads to all the people who have visited your website or shown some interest in it, with no focused targeting on their specific behaviours, such as the product they chose to put in their cart or the product page they spent their most of the time on. This is basically to create an image of “hey, I’m there!”
This might eventually help you in future when they do end up finalising a product that your brand specialises in, because they already have your brand on their mind because of all the standard marketing in place.
Now, let’s take a look at what dynamic marketing has up its sleeve.
Dynamic marketing
Standard remarketing and dynamic remarketing are very similar. Dynamic remarketing, on the other hand, employs changeable elements to present ads that contain the precise products that visitors looked at on your site.
Dynamic remarketing uses a product or a service feed, which is a document that has all of your products or services with relevant details like pricing. One key element in your product feed is the unique ID of a product.
What differentiates dynamic marketing from standard marketing is that along with users, the tags also add the unique IDs of the respective products they showed interest in. Hence, when you create ads with Google Web Designer or Google Ads Management Services you can link those ad elements to the data feeds.
Winding up
Loved this info? Want to know how we at Monster Rose can help you take your business to new heights through not only remarketing, but Google Ads Management, SEO, SMM, among many others? Don’t shy away from sending a query though this form or contact us right away on 0420 232 154. You can also email us at info@monsterrose.com.au.