How to Remarket Effectively

by Brock Marion

18 plus year career wholly focused on delivering digital marketing excellence, both agency and client side. Led award winning teams working for over 50 leading global retail, CPG and travel brands. 

Helped found, build and grow the first pay-per-click display advertising network and recognized early the emerging importance of paid and organic search marketing for direct response ecommerce and lead gen, founding his own search marketing practice in early 2001.

Duck hunter. Intense dislike for anything containing cilantro or truffle oil. 

For one reason or another, you will have many people who visit your ecommerce website without making a purchase. Whether they leave because they were just browsing, thought your shipping costs were too high or were disappointed that you didn't have the item they wanted, they all represent missed sales opportunities.

Understanding Remarketing

A digital marketing concept called remarketing helps you attract those people back to your site. The concept is simple. Essentially, people who have stopped by your website, visited you on social media or used your app on a mobile device are shown ads for your company later. The ads may appear in the sidebar of Facebook, at the top of a Google search page or anywhere else online ads go. In any case, remarketing drives sales, boosts registrations and develops awareness of your brand. When done well, it can also increase the return on your marketing investments.

Miss the mark, though, and your remarketing could come across like spam. Popups and blinking ads are often associated with content people want to avoid. However, there is a way to structure your remarketing ads so that your customers actually like them.

Dynamic Targeting

When you create a remarketing campaign, you will have the option to create ads that are very specific. For instance, when you have visited a website and looked at a sweater, then you seem to see that same sweater in several ads on different sites, you are experiencing dynamic targeting. As a company, you can use dynamic remarketing to create these contextual ads, as well as to display messages that you can tailor to people looking at those products. Using the earlier example, you could advertise a discount code for 10 percent off sweaters. Dynamic remarketing often performs higher than basic remarketing. Google reports that discount retail giant Sierra Trading Post saw five times higher conversions with dynamic remarketing over traditional marketing, while Netshoes, an online athletic apparel company, grew its revenue by roughly 35 percent through dynamic remarketing.

Remarketing Medium

You can also target customers based on the medium. This means that you can "show ads to people who have used your mobile app or mobile website as they use other mobile apps or browse other mobile websites," explains Google. They also say that you can "show ads to your past visitors as they do follow-up searches for what they need on Google, after leaving your website," and "show ads to people who have interacted with your videos or YouTube channel as they use YouTube and browse Display Network videos, websites and apps."

Retargeting

Equally effective is a concept called retargeting. "Retargeting is most often used to describe online ad placements and display ads, served based on a user's activity on your site. A user comes to your site, a cookie's set and you can now target ads to them on other sites they visit, hence the term retargeting," explains Rejoiner. "What makes retargeting so appealing is that it's done through third-party networks like AdBrite and the Google display network, giving you the opportunity to reach users wherever they are, on millions of sites." And, of course, letting you reach people who are already interested in the types of products or services you sell but who have for whatever reason not dropped by your ecommerce site. As such, retargeting campaigns are often as much as 10 times more effective than non-retargeted display campaigns.

Building effective remarketing ads starts with your Magento development and an experienced team. Contact Robofirm to learn more. We can help you create a remarketing campaign that converts.

How to Remarket Effectively

How to Remarket Effectively

by Brock Marion

18 plus year career wholly focused on delivering digital marketing excellence, both agency and client side. Led award winning teams working for over 50 leading global retail, CPG and travel brands. 

Helped found, build and grow the first pay-per-click display advertising network and recognized early the emerging importance of paid and organic search marketing for direct response ecommerce and lead gen, founding his own search marketing practice in early 2001.

Duck hunter. Intense dislike for anything containing cilantro or truffle oil. 

For one reason or another, you will have many people who visit your ecommerce website without making a purchase. Whether they leave because they were just browsing, thought your shipping costs were too high or were disappointed that you didn't have the item they wanted, they all represent missed sales opportunities.

Understanding Remarketing

A digital marketing concept called remarketing helps you attract those people back to your site. The concept is simple. Essentially, people who have stopped by your website, visited you on social media or used your app on a mobile device are shown ads for your company later. The ads may appear in the sidebar of Facebook, at the top of a Google search page or anywhere else online ads go. In any case, remarketing drives sales, boosts registrations and develops awareness of your brand. When done well, it can also increase the return on your marketing investments.

Miss the mark, though, and your remarketing could come across like spam. Popups and blinking ads are often associated with content people want to avoid. However, there is a way to structure your remarketing ads so that your customers actually like them.

Dynamic Targeting

When you create a remarketing campaign, you will have the option to create ads that are very specific. For instance, when you have visited a website and looked at a sweater, then you seem to see that same sweater in several ads on different sites, you are experiencing dynamic targeting. As a company, you can use dynamic remarketing to create these contextual ads, as well as to display messages that you can tailor to people looking at those products. Using the earlier example, you could advertise a discount code for 10 percent off sweaters. Dynamic remarketing often performs higher than basic remarketing. Google reports that discount retail giant Sierra Trading Post saw five times higher conversions with dynamic remarketing over traditional marketing, while Netshoes, an online athletic apparel company, grew its revenue by roughly 35 percent through dynamic remarketing.

Remarketing Medium

You can also target customers based on the medium. This means that you can "show ads to people who have used your mobile app or mobile website as they use other mobile apps or browse other mobile websites," explains Google. They also say that you can "show ads to your past visitors as they do follow-up searches for what they need on Google, after leaving your website," and "show ads to people who have interacted with your videos or YouTube channel as they use YouTube and browse Display Network videos, websites and apps."

Retargeting

Equally effective is a concept called retargeting. "Retargeting is most often used to describe online ad placements and display ads, served based on a user's activity on your site. A user comes to your site, a cookie's set and you can now target ads to them on other sites they visit, hence the term retargeting," explains Rejoiner. "What makes retargeting so appealing is that it's done through third-party networks like AdBrite and the Google display network, giving you the opportunity to reach users wherever they are, on millions of sites." And, of course, letting you reach people who are already interested in the types of products or services you sell but who have for whatever reason not dropped by your ecommerce site. As such, retargeting campaigns are often as much as 10 times more effective than non-retargeted display campaigns.

Building effective remarketing ads starts with your Magento development and an experienced team. Contact Robofirm to learn more. We can help you create a remarketing campaign that converts.