Getting started in Remarketing
Remarketing is a way to promote a webpage to people who have already visited the website. It’s a popular form of website promotion because it can have a high conversion rate. These visitors have already shown an interest in the website. They have a high chance of converting from viewer to customer.
How does a marketer know if a person has visited a website before? When a person visits a website, cookies are added to their browser. These cookies act as a form of identification. The cookie ID gets added to a remarketing list.
A site owner will know the person previously visited the site by their cookie ID. They’ll also be able to track their behaviour while on the site. By inputting a remarketing list into Adwords or Bing, these users can be targeted with specific campaigns.
To create a remarketing list on Adwords or Bing, the first step is to add a remarketing tag to the website. The remarketing tag is an invisible piece of code that is added to each website map or on a mobile app. Adwords and Bing have different tags and both codes have to be in input in order to create a remarketing list on both platforms.
The Adwords code is injected on to each webpage. The Bing code, called universal event tracking, only needs to be placed on a website once. Remarketing lists can vary to the specific actions of users, such as those who have visited a certain product page. Remarketing campaigns ran through Adwords are on a cost per click strategy.
Setting Up Remarketing Campaigns
AdWords makes remarketing simple. Essentially, you build campaigns targeted at specific user behaviours. For example, you might re-target customers who visited a product page but didn’t make a purchase. A cookie is placed on the visitor’s machine, and they’re added to your remarketing list in AdWords. (You’ll need at least 100 on your remarketing list before you can run remarketing campaigns.) You can then create then create ads that target these customers. And Google offers a few different ad types:
- Text Ads – These are text-based, so be sure you’re creating an enticing offer to draw them back.
- Display Ads – Display ads look like an image, and might feature less copy. Use a compelling headline to draw them back to your site. And use visuals that conjure up your brand and website.
- Dynamic Display Ads – This type of ad shows a specific product based on what pages a customer visited on your site. If you’ve ever noticed a pair of shoes you looked at online following you around the web – that’s an example of a dynamic display ad.
As with all digital ads – keep them relevant. Your ad might only be viewable for a second or two, so you want to make sure that it draws the eye, and gets people to read.
Setting up your Remarketing Campaign on AdWords
The first step to setting up a remarketing campaign on Adwords the first step is to choose what kind of campaign to run. There are two options, a Display Network campaign or a Search Network campaign. A display network campaign places advertisements on websites, as headers, sidebars, footers, pop-ups, etc. A search network campaign displays the ad on the first page of the Google search.
Remarketing on Bing Ads
Remarketing campaigns ran through Bing differ slightly. Bing allows users to increase their bid by over 900%, varying for each webpage. For example, a marketer can increase bids on the landing page of their website and the product page. This targets people who have the highest chance of converting.
These high chance of conversion users are people who filled a shopping cart and never purchased it or didn’t complete a lead form. Bing also suggests trying out new keywords, updating ad copy and testing different bid amounts to gain the most out of a remarketing campaign.