Surely it has happened to you that, after looking for a product X on a brand’s website and not buying it, you receive an email reminding you that you were looking at that product. This action is considered remarketing.

In the competitive world of digital marketing, brands are constantly looking for innovative ways to keep the attention of their customers and maximize their return on investment. One of the most effective strategies to achieve this is remarketing. This action not only helps keep customers engaged but also offers a second chance to convert those who showed interest in your brand but didn’t take immediate action.

Today we’ll explain the key remarketing strategies that can help you renew and revitalize your brand.

What is remarketing?

Remarketing is a digital marketing strategy that involves retargeting users who previously interacted with your website or app, but did not complete a conversion. The main goal of remarketing is to keep your brand in the consumer’s mind and motivate them to return and complete the desired action.

Types of remarketing

Standard Remarketing

Standard remarketing involves displaying information to users who have previously visited your website while browsing other sites on the Google Display Network. Learn a little more here.

Advantages:

• Expanded reach: Reach users as they browse other sites.
• Personalization: Create targeted ads for different audience segments.

Example: A user visits an online clothing store but does not make a purchase. Subsequently, he/she is shown ads for the products he/she viewed while browsing other websites.

Dynamic Remarketing

With dynamic remarketing, you personalize information with specific products or services that users have viewed on your website.

Advantages:

• Advanced personalization: displays customized ads with specific products.
• Increased relevance: Increases the likelihood of conversion by displaying products of interest.

Example: A user reviews several models of shoes in Coralina ‘s online store. Subsequently, she is shown ads with the exact models she viewed, along with additional recommendations.

Remarketing in emails

This type of remarketing allows you to send emails to users who performed some activity on the website.

Advantages:

• Precise segmentation: reach users who have already interacted with you through the web.
• Reinforcement of email marketing campaigns: Complement your email marketing actions with personalized ads.

Example: A clothing company sends emails to its customers who were on the web 5 days ago. Then, show targeted ads about a new fashion style.

Search remarketing

Search remarketing involves showing ads to users who have visited your website when they search on Google. These ads are based on their current search terms.

Advantages:

• Intent-based targeting: Reaches users when they are actively searching for similar products or services.
• Increased relevance: Increases the likelihood of conversion by displaying ads at the right time.

Example: A user visits a travel website to search for flights to Madrid but does not make a booking. Subsequently, when he searches for “cheap flights to Madrid” on Google, he is shown an ad from the website he visited earlier.

Social media remarketing

This type of remarketing involves showing information or advertising to users who have interacted with your website on social media platforms such as Facebook, Instagram, LinkedIn and Twitter.

Advantages:

• Visual interaction: uses visually appealing ad formats.

Example: A user visits a product page in an online store and then sees an ad for that specific product in their Instagram feed.

Video Remarketing.

Video remarketing is done by showing ads on video platforms like YouTube to users who have interacted with your website or videos before.

Advantages:

• High-impact format: videos capture attention and can tell compelling stories.
• Re-engagement: Re -engage viewers who have shown interest in your video content.

Example: A user watches a product tutorial video on your YouTube channel. Subsequently, he or she is shown an ad for that product while watching other videos on YouTube.

Effective remarketing strategies

• Audience Targeting

Accurate segmentation of your audience is crucial for a successful remarketing campaign. Categorize users based on their behavior on your website, such as the pages they visited, the time they spent on the site, and the actions they took.

• Ad Creativity

Creativity is essential in remarketing campaigns. Use attractive images, clear messages, and effective calls to action (CTAs). Make sure your advertising is visually consistent with your brand and adapts to different platforms and devices.

• Special offers and discounts

A great way to entice users back is to offer special incentives, such as exclusive discounts, limited offers, or premium content. These offers can be a powerful motivator for users to complete the conversion.

• Continuous optimization

Constant optimization is key to the success of any remarketing campaign. Test your ads, such as images, text, and calls to action, to determine which combinations are most effective. Use the data collected to continually adjust and improve your campaigns.

Benefits of remarketing

Remarketing offers numerous benefits that can transform the effectiveness of your digital marketing campaigns:

• Increased conversion rate: by targeting users who have already shown interest in your brand, they are more likely to complete a purchase or desired action.
• Improved return on investment (ROI): Remarketing campaigns are highly profitable, as they target audiences that are already familiar with your brand.
• Increased brand recognition: Keeping your brand present in consumers’ minds increases the likelihood that they will choose you when they are ready to make a purchase.
• Personalization of the user experience: Personalized ads offer a more relevant and engaging experience for the user, improving the perception of your brand.

Remarketing is a powerful tool to renew and revitalize your brand in the digital marketplace. By implementing effective targeting strategies, ad creative, and continuous optimization, you can maximize your conversion rate and strengthen your relationship with your customers.

In a constantly evolving digital environment, remarketing is essential to keep your brand relevant and competitive.