Remarketing (or retargeting) is a form of online advertising
that can help you make your company known to users potentially interested in
what you offer.
The term Remarketing (or Retargeting ) refers to a form of
online advertising aimed at connecting with people who have previously
interacted with your Brand. It is a particularly effective component in the
advertising strategy of an activity because it allows you to focus advertising
investments on an audience made up of people who are already familiar with the
brand and who have already shown interest in purchasing products.
Let's now find out more about what remarketing is and how it
works .
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What is Remarketing?
Remarketing is to reach users who have already viewed the
company site or app with a personalized advertisement. Generally, only a very
small part of the web traffic ends with a conversion already at the first visit
and it is thanks to remarketing that companies manage to remain visible to
those potential customers who, for any reason, have decided not to complete
immediately a purchase.
Now that the meaning of remarketing is clearer, let's move
on to analyze the more specific concept of dynamic remarketing , which refers
to an even more targeted and effective action: it consists, in fact, in showing
those who have already viewed the site or the app of an activity the
advertisements containing the same products that were previously displayed, in
order to facilitate the completion of the previously interrupted purchase
action.
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How does remarketing
work?
Online remarketing advertising campaigns rely on cookies to
find their target audience. Everything starts from a code or pixel to be
installed on the site, which traces the passage of users on the site itself.
This code is imperceptible to visitors and does not affect the performance of
the site in any way. In the presence of a new visitor, the code releases an
anonymous cookie to the browser. This allows you to run personalized ads that
will only be shown to people who have visited and left the site without
completing the purchase at first.
How to do
remarketing: tips and strategies
Remarketing campaigns can be carried out on the Google
Display Network through the Google Ads tool, but they can also be activated on Facebook,
in such a way as to show advertisements on the social network to those who have
already visited your site. Now let's see some useful tips:
Find the right target segment . For example, it is possible
to create advertisements intended for those who have viewed the product detail
pages without purchasing them, for those who have inserted the items in the
cart without completing the purchase (perhaps studying for them ad hoc discount
codes) and also for those who has already purchased an item (promoting, for
example, the purchase of an item related to it).
Optimize the landing
page . This is the landing page where the user to whom the advertisement is
intended must "land" and must be highly personalized, complete and
intuitive.
Post-convert further
remarketing . Although it is necessary to stop advertising for users for
which the goal has already been achieved, it is certainly not necessary to lose
sight of them. In fact, it is possible to create a different audience segment
to reach with new ad hoc ads.
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