Target Audiences with Remarketing

Erin Spradlin

March 31, 2014

Target Audiences with Remarketing

RemarketingRemarketing. Sounds vaguely familiar, slightly intimidating and likely to boost campaigns if embraced. At Two Octobers, we’ve come to appreciate remarketing’s increased ability to target audiences, which is why we think 2014 is a good time to embrace remarketing.

Let’s start with the basics. Remarketing is based on user-behavior (and by user behavior, we mean people that have been to your site, abandoned a shopping cart or seen your thank you page to mention a few). The ability to reach these interested users again can turn a lost user into a conversion. It’s a great arrow to have in our quiver of online marketing tactics.

The user-behavior is tracked with a bit of code, commonly called a “pixel”. This pixel is provided by Google AdWords (and/or your Two Octobers account manager) and can be enabled on any account where you can access the site’s code. Once you have the code, it should be implemented on all pages of the site. When using Google for retargeting, they also require that you include the fact that you are retargeting users in your site’s privacy policy, so you are clear about how you’re using personal information.  Then, your SEM manager can start building out remarketing campaigns.

There are five kinds of remarketing campaigns within Google Adwords: Display, Search, Dynamic, Apps and Video.  These ads could include incentives to complete the conversion or specifics about your store that make it great (“free shipping”, “0% interest”, etc.) Likewise, with retargeting, you can exclude people that have already converted. Because the cookie is based on user-behavior, you can create a list that prevents your ads from showing to people that have already been to your thank you page and are unlikely to convert again.

Display remarketing is enabled on the Display network and allows for ads to be seen when a visitor is browsing a large variety of pages the web.

Search Remarketing targets searchers that have previously been on your website and search terms you target. An example of this would be someone that searches “mattress sale” and visits your mattress site in mid-January only to then search for  “mattress stores” ten days later.  This searcher can be targeted to see ads at a higher position (if appropriate) and with different messaging.

Dynamic Remarketing works with Google Merchant accounts and like the display network, are shown to visitors that have been to your page but are generally searching on the web. Like other dynamic ads, dynamic remarketing ads are based off of the site’s content and display images, cost and other details.

Apps Remarketing allows you to show your ads to visitors who are using other mobile apps but have previously used your mobile-app.

Video Remarketing, like its counterparts, allows you to target people based on previous user engagement. You can retarget based on people that like or dislike videos, subscribe or unsubscribe or have watched your videos in the past.

Knowledge is power. These different remarketing platforms create more options for finding your users and targeting your message. Every year is a year to grow your business and we think retargeting can help you do that in 2014.