Table of contents
Introduction
Remarketing is an online marketing technique that allows businesses to display personalized ads to users who have previously taken an action on their website or web app.
This strategy allows businesses to reconnect with users with the goal of turning them into potential customers. As online marketing becomes more competitive, remarketing has become a valuable tool for companies seeking to increase ROI and improve customer acquisition effectiveness.
In this article, we will explore in detail how remarketing works, how to set up an audience in a remarketing campaign, and how businesses can leverage this strategy to maximize their performance.
We will also discuss how you can enhance your remarketing strategy through SEO actions to take advantage of organic traffic, generate assets in such a way that allows you to achieve greater efficiency in your online marketing strategy.
What is remarketing, and how does it work?
In simple terms, remarketing is a technique that allows online marketing professionals to display personalized ads to users who have previously visited your website.
Generally, users who have been captured by a remarketing campaign have already taken an action with the brand that has allowed you to obtain their email and store it in your database or CRM. Beware! Because this characteristic is the main difference with retargeting, which we will see more closely below.
Once a remarketing audience is established, you can create specific advertising campaigns for that audience. For example, if a user visits the website and adds a product to the cart but does not complete the purchase. In this case, you can create a specific ad for that user that reminds them of the product they were about to buy.
Remarketing can also be used to segment the audience into different groups and show personalized ads for each group.
Thus, you can create a remarketing group for users who have previously purchased on your ecommerce and show them ads for related products. And, while users who have never purchased before will be shown ads for discounts or special promotions to encourage their first purchase.
Differences between remarketing and retargeting
Often, the terms “remarketing” and “retargeting” are used interchangeably, but there is an important difference between the two.
The source of the difference is based on the initial method to start the campaign, let’s see:
While remarketing relies on the beginning of the campaign strategy on the list of user emails we provide, which can be obtained from our database, CRM or some marketing action we have taken.
Retargeting relies on the pixel obtained through the actions taken by users with the brand.
This is usually obtained through different online marketing campaigns, generally through online advertising.
Therefore, the difference between remarketing and retargeting comes from the origin of the data when starting the strategy. In a remarketing campaign, we will provide the system where we are going to generate the campaign, such as Google Ads, Facebook Ads, LinkedIn Ads, Twitter Ads, etc., with an email list. Keep in mind that the more segmented the list is, the more specific actions you can take, with a high probability of improving conversions. 
Advantages of remarketing
Remarketing is a powerful tool in the strategy of any online marketing professional. By having the great ability to reach qualified users who have already interacted with the brand, remarketing allows you to generate advantages that you would not achieve with other types of campaigns, let’s see:
- Increase in conversions: By showing personalized ads to people who have already shown interest in your product or service, it is more likely that they will complete a purchase or take another desired action. This is because users have already interacted with your brand on your website, being closer to making a purchase decision.
- Improvement of ROI: By focusing your advertising efforts on qualified users, it is less likely that your budget will be wasted on people who are not interested in your offer.
- Increase in brand awareness: By continuing to show your ads to users, it is more likely that they will remember your brand and associate it with a specific need or desire. This helps build a stronger relationship with your customers and increase loyalty towards your brand.
- Greater segmentation: remarketing allows you to segment your audience based on their previous behavior and show them personalized ads that fit their interests and needs. This allows you to be more efficient in your advertising efforts and get better results.
- Improve the results of advertising campaigns: by targeting a specific audience with great conversion potential. Showing segmented ads to people who have already shown interest in your product or service is more likely to result in conversion. In this way we will improve the cost per customer acquisition (CPA) by decreasing it, as a consequence, we will improve the ROI.
- Automate your advertising campaigns: you can optimize your advertising efforts and adjust your ads in real time to maximize the results of your campaign. This way, you can get better performance with your advertising budget and get a higher return on your investment.
Best Guidelines for creating an efficient remarketing tactic
When establishing your remarketing strategy, it is necessary to take into consideration some prerequisites before executing the campaign, which allows you to improve the results of your advertising campaigns.
- Define your objectives and KPIs: Before starting to implement your remarketing strategy, it is essential that you know what you want to achieve and how you will measure the success of your efforts.
- Collect and organize user data: To effectively segment your audience and show them segmented ads, it is important that you collect and organize information about their interests and behavior. You can do this by tracking the actions they take on your website or mobile application, such as pages visited, products viewed or forms completed.
- Create custom segments: Once you have collected the data, use it to create custom segments of your audience. For example, you can segment people who have visited your website but have not made a purchase, or those who have purchased a specific product but have not returned to your website.
- Develop ads tailored to each stage of purchase: Based on the segments you have created, develop ads that fit the needs and interests of each group. For example, if a segment consists of people who have visited a product page but have not made a purchase, you can show them an ad with a special discount for that product.
- Take advantage of the power of automation: Many advertising platforms offer automated tools for implementing and optimizing remarketing strategies. Take advantage of these tools to simplify and improve the process of tracking your visitors and creating and distributing your ads.
Using remarketing to enhance SEO strategy: how to leverage organic traffic to improve remarketing strategy
SEO is an online marketing acquisition channel that belongs to the approach of strategies considered as inbound marketing.
Remarketing is an online marketing strategy that belongs to the paid acquisition channel or PPC that is within the approach of outbound marketing strategies.
Inbound and outbound marketing are two different marketing approaches that have different objectives and strategies. Inbound marketing focuses on attracting potential customers through valuable and non-intrusive content such as SEO, while outbound marketing focuses on promoting products and services more directly through traditional media or digital advertising.
In either case, it is possible that we think they are antagonistic strategies, but they are not. Using both forces to complement the online marketing strategy allows us to enhance the acquisition of potential customers and improve conversions.
The combination of SEO strategies and digital advertising campaigns such as PPC and remarketing has numerous benefits that significantly improve the marketing strategy. By integrating both approaches, the limitations of each one are overcome, allowing greater efficiency and speed in results.
Some of the most notable benefits of combining SEO with remarketing are:
- Faster results: by incorporating PPC campaigns into an SEO strategy, results are obtained more quickly compared to awaiting SEO to bring results.
- More personalization in advertising: by segmenting campaigns through the options of different social networks, much more personalized Social Ads campaigns can be created and adapted to your target audience.
- Generate SEO assets: By generating remarketing campaigns, we can take advantage of the visits generated through the acquisition of users through SEO to request an asset such as email or a pixel. This way, we can make our SEO actions profitable with remarketing that would otherwise be lost.
It is important to choose the right time to resort to PPC or remarketing and know the best time to stop it in time to continue advancing without losing efficiency and return on investment in support of the SEO strategy.
Conclusion
The nature of remarketing is based on the use of databases or email lists of our users and allows for specific advertising campaigns to be created for each audience in a segmented manner.
Using remarketing campaigns to show personalized ads to users who have accomplished one or all of these actions:
- Visited our website.
- Have abandoned the shopping cart or form
- Or have taken another action that denotes interest,
It is a good way to improve conversions and the effectiveness of advertising campaigns.
Also, It is essential to differentiate remarketing from retargeting when creating campaigns and establishing objectives.
You must take into account that being able to integrate remarketing campaigns into your online marketing strategies implies an increase in conversions, with greater personalization of advertising and an improvement in the ROI of advertising campaigns.
Complementing your remarketing actions with the SEO strategy enhances both channels by improving conversions, lead acquisition and the efficiency of the online marketing strategy.
It is necessary to take into consideration that the success of remarketing campaigns depends largely on correct integration, and choosing the right time to apply it is essential.
At Isocialweb we integrate remarketing campaigns according to the needs and evolution of your project in a 360º strategy to enhance other marketing channels such as SEO, PPC, Social Ads or email marketing.”
Frequently Asked Questions
Remarketing is the action you can use in your online marketing strategy to create personalized ads for users who have visited your website but have not converted. Discover how you can implement remarketing in your online strategy in this post.
Remarketing is an online advertising technique that allows advertisers to show ads to people who have previously visited your website or interacted with your brand on social platforms. An example of remarketing would be showing ads for a specific product to someone who added it to their cart but did not complete the purchase. Another example would be showing ads for a special offer to people who have shown interest in several products on the web but have not made a purchase. In summary, remarketing is a way to remind your audience of the brand and products to attract them back to the web, with the aim of completing the conversion.
To do remarketing, you must first have an email list that has visited your website. Set up a remarketing list in the account of the chosen online advertising platform, such as Google Ads or Facebook Ads. Then, it is necessary to place the tracking pixel on the web to collect information about people who visit their website and measure campaign performance and create specific ads for each segment.