What is remarketing and how does it work?
Conducting efficient advertising activities has always been based on reaching the right audience with the message. In the past, in order to achieve this it was necessary to choose the right channels of communication such as thematic press, TV advertising on relevant channels, billboard advertising placed in places visited by our potential customers. Today, in the era of the Internet, advertising options have developed significantly. The ability to study the behavior of web users allows us to see what sites they are browsing, what they are doing on them, and to assess what buying potential they have. The options and tools that make this possible are many, but the basic one that anyone involved in advertising on the Internet should know is remarketing.
How does remarketing work?
Remarketing is a solution based on audience recognition based on a visit to a specific page. Advertising systems using cookies and dedicated scripts measure the user so that in the future it is possible to be recognized when ads are broadcast. This operation is best described by a simple example: Peter is browsing a bicycle store website (page A) and is tagged by the ad system. After checking out everything he was interested in, Piotrek leaves the page and goes to further bushwhack on the web. While surfing, he comes across a page that displays advertising content (page B). Systems serving ads on page B notice that Piotrek has been tagged by page A, and additionally notices that page A is running a remarketing campaign aimed at users who have already visited them. After these 2 facts collide, the system starts displaying on page B an ad for a bike store that Piotrek already knows. This is an example of remarketing in an ad network, which takes into account the fact of visiting websites on which banner ads are displayed. Similar activities can be carried out by launching remarketing in the Google search network. Then, after creating a group of recipients, we can set, for example, an increase in the rate, and thus display in a higher position of the remarketing text ad to a person who already knows our offer, or going the other way we can limit the displays to those people who have already been to our site.
Dynamic or static remarketing?
The general principle of remarketing is similar in both static remarketing and its dynamic version. The system recognizes the person who has been on the page and displays the ad associated with that particular page. Differences begin to appear in the scope of the data used. Both solutions perform well during the conducted activities, but you should remember about their capabilities and ways of using them.
Static remarketing
Due to its simpler operation, it is sometimes referred to as standard remarketing. A simpler user database is used here. These are yes/no type of data. For example, it can be checking: – whether he visited our site,
– whether he visited sub-pages or categories of interest,
– whether a thank you page was displayed after filling out a form. After checking whether he meets the conditions of the advertiser, one particular banner previously uploaded to the system is displayed to him.
Dynamic remarketing
Dynamic remarketing or dynamic retargeting is a tool often used by online stores. It is based on more detailed information about users’ online behavior. Since the tracking of their movements is largely measured by Google, the company can offer an extensive system for handling ads of this type. In the case of Google Ads dynamic remarketing, we have the ability to recognize which content or products have been viewed by a user. Based on this data, it dynamically generates advertising content that is displayed to the user. This can be such an accurate tool that if a user has been on the website of an electronics store and browsed the range of phones then as a result of dynamic remarketing, he will be shown an ad not only for the phones from the store he visited, but even for the exact model he was looking at. This is a very good tool used by stores when reaching people who have escaped the purchase funnel.
What is needed to launch a remarketing campaign?
Launching a remarketing campaign involves collecting data about the site’s users in advance. Remarketing activities in Google Ads require pasting the appropriate codes on the page to recognize users. We also need to specify the time interval for keeping data about the people who visited our site (for example, whether it should be a day, a week or a month). Finally, we need to remember that by law it is important to inform users that their traffic is being measured and what the collected data will be used for that don’t forget the relevant entries in the cookie policy and privacy policy. Once the basic requirements for remarketing groups are met, we need to wait until we have collected a sufficient number of users to whom we can target ads. The cut-off number from which Google allows to emit remarketing ads is 1000 users. Once we have collected this number of users, we should be able to start emitting remarketing ads.
