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What is remarketing and How does it work? 2021


You have just come to learn what is Remarketing right?

That’s a vital and powerful “tool” for marketers nowadays. Would you like to know why?

Let’s say you have an E-shop as an example.

The Remarketing definition is when somebody visits your product pages on your website,

but unfortunately, they exit your website without buying anything from the E-shop.

And now here comes the magic of Remarketing which is very useful.

Remarketing has the ability to remind the people that left your website!

Yes, that is true in the case you didn’t know it.

It reminds them just to know that they forgot a product in their cart, or they didn’t complete a purchase in a clever method.

I hope you understand, or you got a taste about what is remarketing and its definition.

“Why should I use Remarketing?”


As I said before, Remarketing is very useful and helpful.

Some of you might be asking “why should I use Remarketing?” right now, isn’t it?

Remarketing campaigns can help you transform your simple visitors to leads, buyers and continual buyers or whatever you want them to be.

Also, you can increase your conversion rate and make more sales which means more money.

That’s a very good reason to use Remarketing.

But the biggest advantage of remarketing that offers, are the selections and the chances.

You are able to create almost any type of audience you want for any webpage on your website.

In addition, this is not only available only for online shops and online products because it works with every type of business on the internet who want to bring back their visitors.

The reasons a business want to bring back their visitors might be to get leads, sign up for newsletter, download an e-book or to reserve a spot in a course.

I hope you understand what is remarketing and why should you use it until now. Up next I am moving on into how does remarketing work and how to set up successful ads.

How does remarketing work?


A user can find your website through many online channels:

Facebook, Instagram, Google organic results, Google Paid Ads, Social Media Ads, YouTube or even randomly.

It doesn’t matter which online channel a person visited your website because Remarketing creates a special pixel to track your visitors.

That’s why I said before it doesn’t matter the source that came a visitor.

However, many of you might not know what a pixel is.

A pixel is a technical part that uses a JavaScript tag.

There is a beautiful blog post focused on pixels by Eventbrite, so I suggest you to check it out later if you want.

Pixels are applied on each page of your website.

Pixels get “activated” when a visitor clicks “Allow Cookies” and then the pixel gets important details and information about the visitor that help us for the remarketing.

Moreover, Pixels are a great digital marketing “tool” and quite easy to set it up.

The installation can be done by yourself easy if you find some online instructions or by an I.T programmer or a website technician.

By the time the pixel is correctly set up and ready, it will track the customer behavior and when you collect important info you can then turn them into audiences to target for your ad campaigns based on their shopping habits.

Depending on your audience, and where you would like to show your ads, you can easily set your ads up, to run them through Google and Google display as well, so your ads would appear on other websites.

How to set up remarketing ads

First of all make sure you’re setting up audiences you actually think would be useful to remarket them.

Your remarketing ads will be showing to the users who engaged with your website, the products they searched or they saw, and that means you have a second chance to complete the sale and increase your conversion rate.

This is a method that you can bring back the lost visitor who didn’t complete a purchase.

For example,

Let’s say that you are running an e-shop with gardening tools and someone landed on your website and clicked on a garden scissors.

And right now, it is summer!

What does that mean?

Almost every garden needs to be cut or at least a bit care in general. Isn’t it?

So, you should retarget this visitor because there is a big chance to get that sale to heal his/her pain points.

Due to its success, you’ve thought to retarget anyone who may have previously visited a product’s page on your website, but unfortunately didn’t convert, or they left their cart without completing the purchase of a gardening tool.

Remarketing to these people with a custom made ad means that you can get as much specific as possible to the interests of that product.

You know that they are interested in that gardening tool in some way, so it is a great opportunity to offer them a discount or a voucher or free shipping to make them buy.

Here’s a nice blog post that explains everything and step by step on how to install a pixel for a Facebook campaign if you want to check it out later.

And here’s another step by step blog post about how to install a pixel in Google ads

Remarketing vs Retargeting:

Is remarketing also the same as retargeting?

What do they actually mean?

Let’s find this out!

As I said before, Remarketing means when a visitor lands on your website, saw a product and left the website without making a purchase.

But what is the retargeting definition?

Retargeting reminds your visitors who leave your website without buying. It shows to your visitors some relevant ads when they visit other websites thanks to cookies which save all the details to make the marketing.

So, is Remarketing the same as Retargeting?

The answer is yes, it is! They both have the same meaning.

Which are the reasons visitors don’t convert?

  • They don’t trust your website

One of the most common reason is that is their first visit and they’re not sure if your online e-shop is legit and authorized, so they get confused and don’t complete the purchase.

  • Your website doesn’t fulfill their needs

Another popular reason is that they don’t find what they’re

looking for, or they may decide to

continue their shopping later so they never complete the customer journey by forgetting about your site completely.

  • Your product doesn’t look nice

Sometimes the photos are great way to affect positive a customer’s opinion. Visual part of a product plays a big role because customers don’t know how the product looks like before they buy at all. Especially the size of it.

So, you should upload the best photos or videos you can be benefited and get more chance to convert the simple visitor to a lead and after as a customer

  • Your website is not secured

What do I mean with secured? To be secured means that your website must be in HTTPS (have the green keylock). If you haven’t already done this, you should install an SSL certificate to make your website secured.

Security is one of the most important factors that Google sees in order to find out which websites are good, and which are not.

Also, if your website is not secured, Google warns the visitors that your website is not secured and as a result they leave.

  • Your website load time is slow

Speed is another important and vital factor of Google which says that you should have a really fast website.

Apart from this, users also want every website they visit to be fast, otherwise there is a statistic which says that if they wait for over 3 seconds of loading they close the website.

What Is remarketing in AdWords?

What Is remarketing in AdWords

According to Google Support:

Remarketing in Google AdWords you can make connections with some people who interacted with your website or app. It also gives you the right to place your ads in front of them while they browse the platform of Google or its partners. Google AdWords is helping you expand your brand awareness or just to remind those specific targeted people to buy your product.

What is remarketing in Google Analytics?

Re-engage audiences that there is a big possibility to convert. A remarketing audience is a list of cookies or mobile-advertising IDs that collects a group of users you want to re-engage them because of their online behavior.

Some Ways to remarket with Google Ads

According to Google support there are 5 ways to remarket:

  • Standard remarketing: With Standard remarketing, you can show ads to your latest visitors as they browse other sites and other apps on the Display Network. 
  • Dynamic remarketing: With Dynamic remarketing, you can Boost your results by taking remarketing a step further with ads that include services or products that people recently viewed on your site or app.
  • Remarketing lists for search ads:  Those lists show similar ads to your past visitors as they do follow-up searches for what they want on Google, after exiting your website. 
  •  Video remarketing: This type of remarketing, shows ads to people who have clicked or viewed your videos by browsing the Display Network of Google. 
  • Customer list remarketing: With Customer list remarketing match, you can upload lists of contact information that your customers sent to you. When those specific people are signed in on Google, you can show them ads through different Google products.

Which are the Benefits of Remarketing?

Below I am going to break out some of the main and the best benefits you can get by doing remarketing for your business.

According to Google Support there are 6 Benefits of Remarketing:

  • Great timing of targeting: You can display your ads to those people who previously interacted with your website even when they are searching something else to another website. This is a great time to remind them that you offer the product they have seen before.  Also, you are helping them to find again and come back to your website.
  • Focused advertising: You are able to create remarketing lists to advertise for some special cases. To understand better, you can create a custom list which includes all the people who added a product in cart, and they left without completing the purchase.  
  • Large-scale reach: You can reach people on your remarketing lists across their personal devices like mobile phones, desktop and tablets as they browse millions of websites.
  • Efficient pricing: You can make successful and great remarketing campaigns with an automated bidding. Real-time bidding means that the advertising inventory is bought and sold on a per-impression basis, via instantaneous programmatic auction, similar to financial markets. It calculates the optimal bid for each visitor who views your advertisement and helps you win the ad auction with the lowest price.
  • Easy ad creation: Write custom text, image, and video ads with zero cost with the Ad gallery. You can mix a dynamic remarketing campaign with Ad gallery layouts to design amazing ads for all of your products and services.
  • Campaign statistics: With Campaign statistics you have some reports that include the performance of your campaigns, where your ads are showing, ad spend and other important info that are useful to know.

All in all, in this blog post, I analyzed almost everything about Remarketing such what is remarketing definition and how does remarketing work. Also I have also mentioned other things like which are the benefits of remarketing and how should someone can use it in some ways. My final opinion about remarketing is that every marketer experienced or not, should use remarketing for multiple reasons like driving sales, brand awareness, find and understand audiences and many more. This is a very powerful advantage for every marketer.

For questions or anything else you would like to share, write in the comments below and we are always ready to discuss with you!

What is remarketing and How does it work? 2021
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