Today we’ll tell you what is remarketing and how can you apply it in your campaigns. No company does not know the importance of having a good marketing department to create different strategies to position the brand. It is essential to define the vision, mission, and values of the company to be able, from there, to start creating the message and the idea that you want to sell. In this way, it will also be possible to define the market segment to be targeted and ensure that the campaigns are especially directed.
However, technology has provided us with countless tools to make these operations much more specific. For example, with the help of Google Ads, we can carry out remarketing actions and thus reach users who already know the brand or products and who have, therefore, many more opportunities to convert. But what is remarketing and how can we bring it to life in our companies to maximize sales?
Next, we will see what this concept is all about. Although it has been around for a long time, it has been reinvented by Google and its new technologies, creating a new world at our disposal to position ourselves at the top and surpass our competition.
What is remarketing?
The first thing to know is that remarketing targets the group of people who have already visited our website, therefore, the strategies that we are going to create must be designed taking into account that we are targeting users who already have a certain disposition for our product, which is very different from the so-called cold sale campaigns, for example. In other words, we follow up those interested potential customers who at some point have visited our online store or our website and, for example, have not concluded a purchase.
It is here where the famous “cookies” appear, which work as detectors of these Internet users and begin to generate a database that will be used for remarketing.
It will be to these people that the product will be re-advertised while they browse the web, seeking to attract them again and capture their attention to somehow tempt them with the purchase. Therefore, we can say that remarketing is a strategy that is created to have a direct and concrete effect on what we call ROI, that is, the return on our investment.
Confidentiality and database: how it works?
In recent years there has been a considerable increase in the use of the Internet, and with it, the confidential personal information we leave on the Internet. As a result, it has become necessary to create data protection laws to regulate the situation and protect users.
However, remarketing does not present any inconvenience with data protection, since cookies only act as a tag or a marker to identify which websites or articles have been consulted by the user. Therefore, it does not use names, ages, or any other data for which permission to access must be requested. It is the user who gives this consent when entering a web page accepts the use of cookies.
How do we apply to remarketing in a campaign?
There are different strategies and ways to implement this tool. Depending on how users are attracted and what type of ads are shown, we can distinguish different types:
The standard one, which makes use of the associated display network that exists between web addresses, so when an Internet user is simply browsing certain pages, ads for your product will appear, expanding and promoting your brand image.
Another option is dynamic, which acts as an enhancer. The ad will appear when the customer has already shown interest in a product and continues to be exposed to it.
Other ways to apply to remarket is through mobile devices, which we often use to download different applications or specific websites for Androids, and that will be the lure to continue showing our ads.
Searches, either on mobile or on computers, are other ways to trigger remarketing, with the famous keywords, which will be registered and associated with the ads you want to sell.
Through social networks you can also apply remarketing strategies, with the help of YouTube, you can use video remarketing, its channels open a great portal for this type of sales. In their videos usually appear the different ads are associated with the material that is being viewed or with previous searches that the user has made, and allows to capture the attention of the consumer to know the product before continuing with the video with which he was interacting on the network.
Easy to use and excellent benefits
An important detail that should not be overlooked is that you do not need to be a marketing professional to implement these remarketing campaigns. The steps to follow are simple and you just need to enter the Google Ads configuration panel to select the type of strategy we want, the geographic area, and some more details to define our action plan.
You can find very easy guides on how to do it on different websites or videos that will guide you on how to publish your ads.
The benefits of this technological tool applied to marketing are innumerable and we could say that the main one is that it allows you to create personalized ads, targeted to a specific sector and with features that will capture the attention of that user.
In addition, you can track the buying cycle of these Internet users, see if they visit a page several times to get an article, but leave it unfinished, and also allows you to discover their interests according to what they see on the Internet.
But the benefits do not stop there; thanks to the Internet, the possibilities of our brand’s reach grow exponentially since it is no longer limited to a specific geographical location or to investing a lot of money in campaigns; basically, it allows us to reach millions of people and continue to keep our brand in force.
This means that it is not only useful to be able to make sales at that moment, but it is also important to refresh the image and concept of our product, which may not be purchased at that moment, but it can remain present in the minds of potential future consumers.
Finally, no action plan makes sense if there are no ways to measure the results. And this tool allows it; it has a large number of configuration possibilities so that the brand owner can perform different analyses to know in detail the measurements of your campaign, and even make changes to it according to what is seen.
Once again, technology puts within our reach the possibility of facilitating objectives and making our business grow.
