What is remarketing?

Often synonymous with “retargeting” this term is a strategy inside digital marketing that aims to attract users that are already familiar with the brand, to take action and stay connected, such as buying a product. 

Breaking the term down, you are repeating what you have already done and tweaking it to streamline sales and boost brand awareness, thus its name “remarketing”. 

This can be used for all sorts of marketing and can be shared in a few different ways: social media ads, email, search ads, videos, blog posts, website updates, etc. Plus, you can improve your strategies the second time around and target the right audience. 

How does remarketing work?

Thanks to the help of ad platforms, they can help keep track of who is staying interested in your brand. After launching the initial campaign, the ad platform that you used will provide you with a tag or pixel, which allows for tracking users’ actions. Through browser cookies, users can get added to a remarketing list. 

Remarketing allows you to create these lists, and then target your previous site visitors more of your content. This segmentation allows you to customize your message based on your different customer profiles and behaviors. 

You can use sites such as Google Ads, Facebook Ads, TikTok Ads, and Metricool to create, manage and analyze your campaigns and then retarget to new audiences. 

This process can help increase your ROI and conversion rates. Since these users have already visited your site, they are more likely to become a customer. 

How can I retarget users? 

Remarketing can take place in a few different ways and work to attract customers using different tactics. Marketers can use a combination of the following to retarget their audience and boost  their brand. Here is how to use different remarketing tactics and why they are useful. 

Email Remarketing 

Within email remarketing, you can give this audience special offers, discounts, or incentives for products and services that they have seen before. 

Using email remarketing can increase clickthrough rates and customer retention, drive sales,  and re-engage customers. 

Social Media Shopping Ads

Obviously, this is a larger segment of remarketing, as there are more network options available. 

With the ease to connect direct shopping oin Instagram, Facebook, Pinterest, TikTok, and more, you can present your shop right in front of someone, at any time or place. This is sure to increase the visibility of your brand and bring back shopping cart abandoners. 

And of course, marketers, advertisers, and social media professionals can take advantage of these Ad networks to place themselves in the right places, to the right people. 

Instagram and Facebook Remarketing 

Within both Instagram and Facebook accounts, you can add product tags, product catalogs, and Shop tabs, allowing customers to find you faster and easily buy your products. 

Both networks have separate Shopping sections, allowing brands to reach new audiences. Because of these communities, you can even create personalized ads, perfect for remarketing. 

Instagram Ads and Facebook Ads are also great ways to target specific audiences and appear anywhere on the apps. 

Pinterest Remarketing

Pinterest is also another platform that allows boosting your e-Commerce store. By using the Product Pins, Catalogs, and Shop section, users can view pricing, availability, and product information at a glance and then purchase items right inside the app if desired. Business profiles can even customize their Shop tabs and create their own storefronts. 

Business accounts can create and manage Pinterest ads and visually show your products or services, to the right audience. 

TikTok Remarketing 

TikTok partnered with Shopify to bring the ultimate shopping experience inside the app. TikTok  Shopping allows users to create a specific tab for their stores, available on their profiles. 

And of course, you can also run TikTok ad campaigns and measure their performance, to continue improving your strategy. 

Search Engine Remarketing 

Also known as just “Search Remarketing”, brands can use SEO tactics such as keyword research and use. You can use these keywords to target audiences that are searching for content similar to yours. 

Beyond just products, keywords can also help users find solutions to their problems. This is where you, as a brand, can position yourself to provide those solutions. 

Once a user uses specific keywords that match yours, your ads will display on their search pages, social media, and other online websites they visit. 

Google Display Remarketing 

The Google Display Network reaches 90% of Internet users worldwide. It’s not then that this is a huge opportunity for businesses and brands to position themselves on millions of sites. 

Through Google Ads, you can create and conduct campaigns and when remarketing, Google uses dynamic prospecting to gather information about what users are looking for. 

Not to mention, the e-Commerce opportunities are immense, considering you can display ads anywhere on the biggest search engine in the world. 

Best practices for remarketing 

Now that you’re familiar with what remarketing is, what are the best ways to use it and when? 

Timing and frequency 

Since this marketing tactic is direct, if remarketing is used too often it can turn people away. Inside most ad platforms, you can adjust the frequency of your ads to ensure they aren’t being over-displayed to users. 

Depending on the campaign length, running them no more than twice a week is ideal. This allows for your message to be present and consistent, but not obnoxious or in your face. 

Defining your target audience

The more specific, the better. Thankfully, social media ad platforms have many options and advanced settings, allowing you to target the perfect audience. 

Inside Google Ads, you can choose to remarket to only “quality” visitors. To do so, you can create these lists within Google Analytics. 

In Facebook Ads, you can install the Facebook pixel to retarget website visitors and track those that have interacted with your brand. This can be from viewing your site and items they add to their carts.  

Segment your audience 

Each network has its own set of behaviors, and of course, within each network live different potential customers. However, it’s important to understand your different buyers’ profiles.

You can create remarketing lists to organize these groups and easily run ads by having this data on file, and continue to add onto. 

Reinvent remarketed ads 

After running initial campaigns, rework your ads and create new ones for different audience segments, so they aren’t seeing the same ads. 

This is where you can improve your strategies and change up your content. You can also add new offers and discounts to this audience. 

Track your campaigns 

Last but almost one of the most important, this is essential for running any sort of ad campaign. Along with other ad platforms, you can use Metricool to run, manage and analyze your campaigns on both Facebook and Google. 

Now you know all about what remarketing is, where it can be used, and tips to run the best retargeting campaigns. Have you tried remarketing? Let us know in the comments 👇👇

Anniston Ward , 08 March 2023