What is Remarketing

Il Remarketing (also called Retargeting), is a strategy that allows you to "chase" users based on the actions they have taken on the web.
In this way it is possible to address, through targeted ADVs, those who have not finalized a certain desired action and therefore have not generated conversions. Its usefulness is especially evident in theE-commerce, when trying to resume a business relationship with those who have abandoned the cart leaving one or more items inside. But not only. You can also try to complete a form, download a file or request a quote.

The advantage of this system is that it targets individuals who already have familiarity with the brand and have already shown an interest, albeit minimal, in it.
There are many reasons why these users don't convert. They may want to do more research to learn more about a product or service before making a purchase, or they may not find what they were looking for. Precisely for this reason Google, in determining the ranking of a website, evaluates the consistency of its contents with respect to the keywords used and the degree of detail of the topics covered.

Remarketing, therefore, greatly helps a company of "give yourself a second chance” to win the heart of a potential lead.
Often the dispersion is in fact caused by the excess of information present on the web and it is necessary to remind those who have come into contact with us of their presence.
For this reason, to address users, it is recommended to use personalized phrases and expressions based on the behavior shown online. In this way a special one-to-one relationship is created with each visitor which can also be profitable in terms of loyalty.

What are the objectives of a Remarketing campaign

there two goals main ones reachable with Remarketing campaigns:

  • Brand Awareness: to make your company better known, you can set up a campaign that tells about its characteristics and explains in detail the value proposition of your products and services.
    This route is advisable especially when the brand is not well known and needs visibility. Surely, based on the considerations made above, it is much easier to get known by visitors who have already interacted with you.
  • Conversion: in this case, Remarketing is used to direct visitors to make a purchase or other specific action.

What are the advantages of Remarketing

  • As anticipated, users who have already visited the site can be divided into groups based on how long it has been since their last interaction with the platform and their online behavior. For each segment, the most relevant and effective message must be packaged.
  • Remarketing allows you to reach users who have already made one or more conversions on the site. In particular, this technique allows to carry out operations of cross-selling e up-selling promoting related products and services.
  • ROI increase: it has been ascertained from experience that addressing users who have already come into contact with your site through Remarketing makes ROI (Return Of Investment) take off.

How remarketing works

To do Remarketing it is essential to track user navigation data. This occurs through the use of cookies, pixels and strings of code.
I cookies they are small fragments of data that a site sends and which is stored on the user's PC, smartphone or tablet by the web browser. They have been designed to allow websites to remember and record information such as the products added to the cart, the click on certain buttons, or more generally the pages visited.
Basically, you need to insert a small piece of code into your site (called a "pixel"). This is not visible to visitors and therefore does not affect user experience.
I pixel can be of different types. In some cases they collect generic data, such as browsing time, geographic location or presence on a specific landing page. In others, they read more specific data that allow the user to be profiled more precisely. Of course, everything must always be done in compliance with privacy regulations.

Following this operation, the subsequent publication of advertising campaigns takes place on social networks and on Google with highly personalized content. Their success, in fact, depends above all on the ability to structure them on the basis of user behavior. When the user then leaves the site and continues to browse on other platforms, the pixel lets the provider know (Google Ads or Facebook) that must show ads to this person.

A study carried out by Across, a Turin-based agency specializing in Remarketing, has demonstrated that an effective remarketing activity allows a company to increase the number of visits to its own website until + 40 % and conversion rate up to + 150 %. So it is an essential operation for those involved in Digital Marketing!

How to make successful remarketing campaigns

  • Create detailed content
    It seems like trivial advice, but to do Remarketing correctly, you must first of all know how to create persuasive content for the user.
    As previously mentioned, the more text and images are edited and above all customized according to the user's characteristics, the higher the possibility of achieving the desired action.
    Nothing must be casual, you have to choose photos and words suitable to underline the benefits of that specific product or service.
  • Optimize the landing page
    The landing page must meet the requirement of completeness of information necessary to complete the requested operation. The action must be achievable with the least number of steps, to avoid taking users away from the business goal.
  • Identify KPIs and monitor them constantly
    Each Marketing campaign launched, in order to conclude positively, must be measurable for a certain period of time. Therefore, still in the strategy definition phase, it is essential to define the KPIs which will then be constantly monitored.
    In this way, it is not only possible to adjust the shot and correct the existing activities, but it is also possible to foresee improvements for future tactics.

Types of Remarketing campaigns

Remarketing by behavior

The visitor can adopt two types of behavior with respect to your website or to a specific page.
He shows interest, clicking on other pages such as the "about us" section or contacts, or he is not, then displays a single content and then exits.
Obviously, the first segment has a much higher chance of returning to visit you and interact again, so it's the one worth focusing your efforts on.
To succeed in this I mean, you must use the so-called "lead magnets", i.e. contents that are particularly attractive to users. For example, to those who have visited a specific product sheet and maybe added it to their cart, you can show it to them again, but with a discount.

Remarketing by time since last visit

This strategy takes into account how long it has been since the user last visited your site and how often they see your ads.

In Google Ads, the default duration is set to 30 days, but it can be changed to a maximum of 540 days. After this period, if the database will not be used, it will be automatically deleted.
However, pay attention to the period of time between the visit to the site and the publication of the first announcement: from a potential lead, you could get the opposite effect and annoy him, appearing as a "stalker".

Remarketing for up-selling and cross-selling

Up-selling is a sales technique which consists in suggesting to the customer an alternative higher-end product or a premium version.
According to research conducted by the American Adobe, those who buy from a site for the second time will be willing to spend up to 5 times more than the first time. An example is represented by the online tool sites, which show the advantages of the paid ones next to the free version.
Cross-selling, on the other hand, consists in proposing the purchase of something complementary to the product displayed. For example, if you sell cameras, you can offer a protective case with them.

Retargeting (Remarketing) on ​​Facebook

To set up retargeting campaigns on Facebook you must first of all have an advertiser account and have created and installed the pixel.
Select Facebook Ads Manager and start setting up your dynamic ad.
Once this is done, select the creation of a dynamic advertisement: choose a retargeting option among those proposed and set up the campaign.

Through this operation, you can track the conversions obtained with your ads on Facebook (and Instagram), optimize the ads based on the data collected.

Remarketing based on the geographical area of ​​origin of the user

To successfully carry out a Remarketing campaign for a product or service linked to a specific territory, it is convenient to identify a precise geographical area to reach. The more impressions you get from really interested people, the higher the chances of turning clicks into conversions.

Remarketing through competitor sites

There is no platform that allows you to do Remarketing by reaching competitors' users, but there are some tools that allow you to achieve similar results.

  • RLSA extension (remarketing list for search ads) is one Google feature implemented in 2012 that helps create text ads exclusively dedicated to the owned retargeting audience list. Through Ads RLSA you can select an audience and use the competitor's name as a keyword.
  • Gmail Ads Sponsored Promotions (GSP), which allows you to advertise through Gmail, provides an opportunity to use competitors' domains as keywords.
  • Ads Search Network, with the creation of Display Select campaigns, allows you to show ads based on the keywords that have been typed into Google as a prerequisite for displaying the ads.

Email Remarketing

Separate and in-depth mention deserves theEmail Remarketing. This strategy combines the immediacy of emails and the creation of a one-to-one relationship with the engagement capacity of Remarketing.
For a campaign of this type to be effective, the most convenient solution is to set up a real one funnel which provides for the sending of various targeted and personalized emails to have more possibilities available to persuade users.
A factor that makes the difference from this point of view is the timing: according to what emerges from the "The Remarketing Report"of SalesCycle, an agency specializing in conversions, companies that send the first Email Remarketing content within one hour of cart abandonment have a conversion rate of 6,33%.

There are various ways to develop this type of business.

Abandoned cart recovery

Through newsletters, you can remind your potential customers that they have not completed a certain purchase. Keep in mind that the reasons that often lead a person to abandon the cart are:
– shipping costs too high;
– too many steps to complete to complete the operation;
– lower costs found by observing competitor sites.

In these cases, sending an email reminder can be the ideal excuse to provide a discount and encourage purchase.

Limited time offers

Often, leveraging the principle of scarcity allows to obtain good results in terms of persuasion for the conclusion of a purchase.
Visitors are convinced to buy a specific product or service when they perceive a sort of urgency, reducing their indecision. Limited-time offers are an effective solution to boost conversions by making certain benefits available for a short time, such as zero shipping costs or the offer of a second free product.

Up-selling and cross-selling

In this case, the Remarketing we mentioned earlier is carried out directly by sending users emails that encourage them to purchase a premium version of a product or any complementary items.

Offline Actions

As we said earlier, taking into account the geographical origin of visitors to a given site allows you to take advantage of a particularly profiled database. This type of email remarketing leverages a particularly profiled database to which to send targeted communications, such as to convince users to perform a certain action offline (for example, go to the store to take advantage of a discount).

We conclude this article with a due clarification: doing Remarketing is effective only if you build a broader and more structured Digital strategy. It is essential to consider the correct use of channels such as Google AdWords, Social Media and Native Advertising.