Surely you remember that commercial that came out a few years ago in which the woman of a couple said something about a product and, suddenly, they started receiving advertisements about that product. And they concluded that electronic devices spied on us and then showed us personalized advertising. Or what is the same, remarketing.
But what is remarketing? What is it for? What advantages does it have? And what types are there? If you would like to know more about this topic, we will develop it below.
what is remarketing
Although the word does not seem to have much relationship, the truth is that it does. These are adapted or personalized ads that are based on the searches or needs of that person.
We make it clearer with an example. Imagine that you have searched for a robot cleaner on the Internet because you are interested in one to avoid having to clean your house. You may have bought it, or maybe you were just looking. However, when you get into social networks to disconnect a bit, it turns out that the advertising that appears on it has a lot to do with cleaning robots. Do you mean that they spy on us? Yes and no.
Actually, this is blamed on cookies. Those small files that we accept more and more without realizing it make you agree to send a series of data, not only to identify yourself, but also to have access to your search and activity history. And that causes that user to be added to a remarketing list that is used for Google Adwords Display campaigns.
That's why when you search for something on the Internet, after a little while you see personalized ads related to those searches. And because? Well, because the goal is to convince you to buy. In fact, on some occasions, the advertisements that will appear will be from the same stores that you have been checking, as a kind of reminder so that you do not forget that, at some point, you have gone to buy something but you have not finished it ( although sometimes, even buying, they usually come out).
How remarketing works
Depending on the remarketing tool used, it will work one way or another. But nevertheless, the vast majority use Google Ads and it works as follows:
- First, the user visits a web page with a search intent (in this case we talk about transactional search since it would be buying something). Keep in mind that informational websites do not usually use Google Ads to advertise.
- That user, when entering the web, accepts cookies that makes your browsing enter a remarketing list and the history of that person is analyzed.
- For later, offer an ad campaign that is targeted to that search. For this reason, a person looking for something in one city does not get the same results as someone else looking for the same thing in another city. Because they belong to different lists.
Types of remarketing
Once it has become clearer to you what remarketing is, the next thing you should know is that it is not unique; there are many strategies or types that can be used. The most common are:
- Standard. Ads that are shown to people when they have previously visited those pages. For example, if you have gone to Amazon and then the ads show you products from that website.
- Dynamic. It differs from the previous one in that, instead of showing you any product, what it does is show you the one that you have seen in particular. Or the like.
- Of mobile applications. They are exclusive ads for mobile phones, and they only appear there.
- From search ads. Imagine that a person enters your website looking for a product but does not end up buying it. Then ads are generated that appear on Google for certain keywords so that, when they search for that product, your product comes up to try to convince them to buy from you.
- for video. Its objective is to attract users through interaction with videos or channels. It is normally exclusive to YouTube but can also appear on websites and apps.
- Ads by list. That is, ads are shown to a group of emails that have been collected (to a newsletter, subscription, etc.).
What advantages does it have
There is no doubt that remarketing is part of our daily lives on the Internet because personalized ads are there from the moment we enter. But the truth is that, for businesses, it is a good opportunity to improve.
Why?
- Because I helps target and personalize ads with users. For example, a general advertisement for a store is not the same as one for that store showing the product that the user is looking for.
- can you serve as a reminder. Especially if you have seen the product but have not finished buying it.
- Boost the brand, since making people keep remembering it.
- You will get convince them to buy because if you are continually seeing that "object of desire", you may eventually fall into temptation.
- You can develop highly personalized ads that impact and get better results.
- You'll get valuable data for your marketing strategy and even performance reports to know how your campaigns are doing or what you need to focus on.
- This way of “advertising” not only reaches that person who visits your website, but the ads could appear to more than 90% of Internet users, so the resulting effect would be significant for your page.
We could say that the maximum advantage of remarketing is none other than attracting users who have visited your page and who may not have finished converting, that is, buying. It is a way to once again have an opportunity to make an impact and to make those users take an action, whether it is to leave their data, buy, etc.
Yes, It does not mean to bombard the Internet with ads for all searches on a website., since the same thing that you can impact in a positive way, if you always go out in everything you end up making yourself invisible.
Is it clearer to you what remarketing is?