Remarketing is advertising that uses various approaches to effectively work with users who have visited your website at least once.
How to set up remarketing
To set up remarketing, follow these three steps:
- Install asynchronous code (doubleclick) on all pages of your website, which will track users who visited your site through cookie collection.
- Create a remarketing list in “Google Analytics.”
- Continuously manage the Analytics lists in Google Ads.
So, what is remarketing? Remarketing (retargeting) works by gathering user data from cookies, creating lists based on specific criteria. For example, through retargeting, you can define the advertising material for each client who downloaded a presentation but didn’t make a purchase, or remind a visitor about a product they added to their cart.
Types of retargeting
Remarketing is divided into several types:
- Standard – Regular ads that remind users of your company if they haven’t visited your site for a while.
- Targeting – The audience for the site is selected based on the interests of visitors on the remarketing list.
- Search – Adjusts bids or sets limits for search and attracting users.
- Customer – Analyzes and searches for an audience using previously entered email addresses.
- Dynamic Remarketing (AdWords, Product) – Works automatically by showing offers that the visitor has previously shown interest in.
Using Retargeting
Standard remarketing is effective when creating display banners, setting limits for impressions, placing ads on effective platforms, and finding the right audience.
Targeting is used for placing ads on platforms, selecting and specifying keywords in search engines, and protecting personal data.
Search retargeting helps eliminate competing ads, prevent repeat purchases, promote discounted products, and expand keyword coverage.
Customer remarketing is useful when users unsubscribe from newsletters or ignore promotional emails. It allows you to retain clients without bombarding them with messages. It’s also helpful for re-engaging users who considered the offer but didn’t make a purchase. To save budget, active clients can be excluded from campaigns to focus spending on attracting new customers.
AdWords remarketing is effective for companies with a wide range of products and services. Dynamic remarketing automatically creates ads based on products that a visitor has shown interest in, and sends them to all users who have visited your site. This type of advertising has proven successful in industries like tourism, recruitment portals, and real estate.
To successfully promote your resource and attract clients, it’s best to use all types of remarketing.
