In a nutshell, remarketing is a smart way to connect with prospective customers who have visited your site but who did not make a purchase. It allows you to position targeted ads in front of that audience as they browse elsewhere around the internet.

When discussing remarketing options, we typically refer to the following:

  • Setting up remarketing through AdWords.
  • Setting up remarketing through Google Analytics.

The first option will get you going pretty quickly. All you need to do is place a single remarketing tag on every page of your site and start building different lists.

The second option – Google Analytics – is more robust because it allows greater flexibility. Instead of only creating lists based on visits to certain pages, you can create lists using combinations of metrics and dimensions from Google Analytics. For example, you may want to remarket to people who spent more than three minutes on your site if you think visit duration is a proxy for traffic quality. Other examples include only remarketing to visitors who entered your funnel but did not complete it or visitors who downloaded a white paper (event-based).

During the audience set up, we’ll drill down to understand what kinds of goals you’d like to start measuring on your website. If you’re an e-commerce brand, for example, you may want to start with different remarketing lists for different product categories. Some people make extremely granular lists – for example, different remarketing lists for different SKUs (Stock Keeping Unit). It’s up to you, but ensuring that your remarketing lists are as ‘tight’ as possible will generally improve click-through rates. If you’re not an e-commerce site, you could start off by retargeting people who haven’t converted. Usually, this list would include every visitor except users who visited your goal confirmation page.

remarketing process

Some users can become rather irked at seeing a retargeting ad hundreds of times. Consider using frequency capping to avoid this problem. This limits the number of times a single tagged visitor sees your retargeting ads. In AdWords, you can frequency cap using impressions per day, week or month for ad groups, campaigns or ads.

We help you establish business goals, KPIs and targets for your remarketing efforts and use analytics software to determine if your efforts are succeeding and where adjustments are needed.

Whether you’re looking to drive sales activity, boost registrations or promote awareness of your brand or organisation, remarketing can be a strategic component of your advertising. It can drive ROI (return on investment) for all types of businesses and we believe is ‘The gift that keeps on giving’!

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