What is Remarketing and how does it work?


It can be extremely difficult to make users visit your company’s website or brand. If you are lucky enough to get traffic to your website, but visitors leave without any action, how do you get those visitors back to your website to buy a product or hire your services? The secret is called Remarketing .

The competition has never been so fierce. The behavioral data and the trail leaves the online user have benefited giants like Google and Facebook to generate thousands of dollars in advertising revenue. Brands and companies invest their money in these efforts to win sales and customers . What they are doing, you can do it too. These brands also use remarketing to convert visitors to your website into customers.

If you are not using this tactic, there is a good chance that your competition is already ahead, keeping your current and potential customers away while reading this. Believe it or not, this technique can be very profitable and demonstrates getting a return on investment and a positive impact on your business or brand .

What is Remarketing?

The term remarketing usually refers to online ad placements and display ads that are posted based on a user’s activity on your website. It is the specific advertising process for visitors and customers who have expressed interest in your product, service or brand . They may not be ready to make a purchase, as they are in the early stages of the purchase process or their possible purchase or investigation has been interrupted for any reason and they have left the website. Remarketing gives you another opportunity to convert them into customers .

Let’s take an example. A user visits your website. A cookie is configured that gives you the ability to show ads directed to that user when he leaves and visits other websites. A cookie is a small packet of data that web pages store in browsers. Each time the visitor returns to the same URL, your browser will return this small information packet to the server, which will detect that it has returned to the website.

The remarketing process :

  1. A visitor arrives at your website.
  2. A cookie is placed in the user’s browser.
  3. The visit leaves without any action and continues browsing other websites.
  4. Eventually, it comes to a website that shows ads to visitors.
  5. The cookie in the user’s browser will allow your ads to be displayed.

What is most impressive about remarketing is the size of the potential audience you will have access to. It is not limited to your website. Social networks have adopted this same tactic. The AdWords advertising and Facebook campaigns enable brands and companies redirect their advertising profitably.

Advantages of remarketing

  • Top of Mind. This strategy gets the impressions needed to reach the audience that recently left your website without taking any action. When you see your brand in the ads, you will be the first one that comes to mind when you need your services.
  • It makes a great impression . By using remarketing, your ads could appear on websites like reputable newspapers with a lot of authority. This creates the illusion that your brand is bigger than it really is.
  • Brand awareness . It is an excellent way to promote a special offer among your customers and increase brand awareness at the same time.
  • The right goal at the right time. It allows you to segment and target your ads to the right people at the right time and place .
  • Extend the sales funnel. You can expand the sales funnel , giving your company another opportunity to close the sale.

On the other hand, you should not overload a visitor with ads to the point of being annoying. Most remarketing campaigns run for approximately 30 days. During that period of time, it is recommended to use no more than 17-20 ads per user per month.

There are ways to limit the number of times a visitor sees your ad in a 24-hour period. This is known as frequency. The usual thing is to show no more than 3 ads in a 24-hour period.

Another way to avoid the annoying factor is to create a good variety of ads so that visitors do not see the same image over and over again. Relevance is key. For example, when a visitor arrives at your home page, you can guide them with a general announcement about your services or products. If you look at your product page, you can offer more specific ads about your product offerings.

Segmentation of the audience

Audience segmentation consists of breaking down the target market based on certain criteria so that you can send announcements to the right people in the right places. This allows you to adapt the advertising messages to users in different stages of the purchase funnel. Place different reorientation pixels on different pages of your website. It adapts the message according to the pages visited, as well as the depth of interaction of each user.

Segmentation offers your brand the opportunity to define your audience so you can focus on the right customers to get new sales. Segmentation can help you adapt your efforts to certain groups of visitors who share similar interests and who visit certain pages of your website.

Create the opportunity to bring them back to your website, using the benefits of web design in the hope of capturing your contact information. Offer your visitors free content in the form of ebooks, blogs or whitepapers in exchange for their email if they did not have the opportunity to participate the first time they visited the website. Showing your experience through the use of brand content will generate confidence and position your company as a leader in the sector.

Remarketing is an effective way to reach those who have visited your website but did not take the necessary actions to keep them connected to your brand. Do not lose any more sales.  If you need help with the creation of your remarketing campaign, we will be happy to help you.


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