Digital Remarketing: Worth the Effort? (Benefits and How-To)

Digital remarketing allows businesses to contact potential customers who have previously shown interest in their products or services. They can maintain their brand visibility, re-engage with users, and encourage them to purchase or take desired actions.

This guide explores digital remarketing to determine whether hiring remarketing services is worth it. We discuss the following:

• The many benefits of digital marketing
• How to use remarketing

Let’s go!

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What Are the Benefits of Digital Remarketing?

Some people visit a website and browse its offers or add items to their shopping carts but, at some point, change their minds. Businesses should consider these not lost opportunities but a chance to apply these strategies.

Digital remarketing is about showing targeted advertisements to individuals who have interacted with a website or shown interest in a product or service. Because of their previous behaviors, these people are more likely to purchase or place an order. This form of online advertising offers several benefits, including:

  1. Increased Conversion Rates

Remarketing lets businesses reconnect with potential customers and remind them of their products or services. These ads can encourage them to complete desired action, such as purchasing, filling out a form, or subscribing to a newsletter. This targeted approach leads to higher conversion rates than traditional digital marketing campaigns.

  2. Enhanced Brand Recall

By displaying ads to people who have previously visited their website, businesses reinforce their brand presence and increase their recall value. This continuous exposure keeps the brand at the front of customers' minds, making them more likely to choose the products or services as soon as they are ready.

  3. Improved Ad Relevance

Digital remarketing lets companies deliver highly relevant and personalized ads to their audience based on their previous interactions with their website. By tailoring messaging and offering specific user behaviors or preferences, they create a more personalized and engaging experience.

  4. Cost-Effectiveness

Remarketing campaigns often have a higher return on investment (ROI) than general advertising efforts. Since businesses are targeting users already familiar with the brand, the cost per conversion tends to be lower. By focusing advertising budgets on a warm audience, companies can achieve better results while optimizing ad spending.

  5. Precise Audience Segmentation

Remarketing also allows businesses to segment their audience according to interactions and behaviors. Segmentation creates tailored campaigns for different user groups, ensuring that ads are highly relevant and targeted. Because of this, businesses can refine their messaging and maximize the effectiveness of their campaigns.

How To Use Digital Remarketing

Follow these steps to apply digital remarketing to your campaigns.

  1. Set Up Remarketing Tags

Implement tags or marketing pixels on the website. Pixels, in an advertising context, are shortcodes, usually HTML, or a 1x1-pixel graphic (hence the name) that platforms such as Facebook Ads or Google Ads provide to help you track interactions on your pages. Place them on relevant website pages to determine what users typically do on your site.

Here are the general steps to set up remarketing tags for popular advertising platforms such as Google and Facebook Ads.

     A. Setting Up Remarketing Tags in Google Ads

1. Sign into Google Ads and go to "Audience Manager" or "Shared Library."

2. Click "Audience sources" or "Audience Definitions" and "Website visitors."

3. Choose the option to set up a new tag or remarketing tag.

4. Select the remarketing tag you want to set up, such as "Google Ads tag," "Google Analytics," or "Google Tag Manager."

Google Ads tag – click this option to generate a JavaScript code snippet that you place on all website pages.

Google Analytics – choose this to link the entire website to the Google Ads account to enable remarketing.

Google Tag Manager – use this option to create a new tag with remarketing functionality.

5. Follow Google Ads instructions to implement the generated code snippet or integrate with Google Analytics or Google Tag Manager. 

6. Test the tag to ensure it is working correctly. Use Google Tag Assistant or Google Ads Tag Assistant Chrome to validate the tag setup.

     B. Setting Up Remarketing Tags in Facebook Ads

1. Sign into your Facebook Ads Manager account.

2. Navigate to the "Event Manager" or "Pixels."

3. Click "Create a Pixel" or select an existing pixel.

4. Follow the setup wizard. Facebook should give you a pixel code snippet. Copy and integrate it with a tag management system such as Google Tag Manager. Facebook integrates with popular content management systems (CMSs) such as WordPress, Shopify, or Magento.

5. Place the pixel code snippet on all website pages before the closing </head> tag. Verify the pixel implementation through Facebook's Pixel Helper, a browser extension for Chrome.

  2. Define Audience Segments

Segment the audience based on their behaviors and actions. For example, create segments for users who visited specific product pages, added items to their cart but did not complete the purchase, or did not subscribe to the newsletter. Segmentation helps create personalized ad campaigns for each segment. These strategies can help.

• Determine what actions you want the audience to take and what outcomes you expect from the campaigns.
• Use website analytics tools such as Google Analytics to gather visitor behavior data.
• Define the critical criteria to segment the audience, such as demographics, behaviors, level of engagement, purchase history, and interests or preferences.

  3. Develop Engaging Ad Creatives

Design appealing ads that align with the brand and resonate with the target audience. Customize ad content according to the specific interests or actions of each segment. Here are some tips to help create compelling ad creatives:

• Maintain consistent branding across ad creatives to reinforce brand identity. Include consistent brand colors, fonts, and logos to create a cohesive visual experience.
• Craft concise and impactful messaging that grabs attention and communicates the value proposition of the product or service.
• Use data on your audience to personalize ad creatives. Include dynamic elements such as their name, location, or previous interactions to create a sense of relevance and customization.
• Add visually appealing and high-quality images or videos to the ad creatives.
• Include a clear and compelling call-to-action (CTA) that directs users to take the desired action.
• Test different variations of the ad creatives to determine which elements are most effective.
• Consider using different ad formats to add variety, such as static images, carousels, videos, interactive ads, or other formats.

  4. Set Campaign Goals

Determine the objectives for the campaigns. Your objectives could be to drive conversions, increase website traffic, promote specific products, or encourage repeat purchases. Focus campaign goals on the overall marketing strategy to ensure consistency. Use these best practices when setting campaign goals.

• Define campaign goals with broader marketing objectives.
• Determine how remarketing can support marketing objectives.
• Make goals Specific, Measurable, Attainable, Relevant, and Time-Bound (SMART).
• Consider key performance indicators (KPIs) such as conversion rate, click-through rate (CTR), cost per conversion, return on ad spend (ROAS), average order value, or any other relevant metric that measures campaign performance.
• Determine and prioritize the most critical goals based on the overall marketing strategy.
• Develop a detailed plan outlining the strategies, tactics, and resources you employ to achieve the campaign goals.

  5. Create Customized Campaigns

Develop tailored remarketing campaigns for every audience segment. Most platforms have tools and features to set up campaigns that target specific segments. With these tools, you can create personalized messaging and offers and customize bid strategies, ad placements, and ad formats based on the characteristics of each segment. 

Look at these tips to develop your campaigns.

• Identify objectives for each audience segment based on their unique characteristics and behaviors.
• Craft messaging that directly speaks to each segment's interests, needs, and pain points.
• Use dynamic ads to automate displaying personalized content to audience segments.
• Select ad formats that appeal to each audience segment. For example, use image carousels to showcase multiple products for users interested in various items.
• Set bidding strategies based on the value and behavior of each audience segment.
• Test different ads, offers, and landing page variations for each segment.

  6. Landing Page Optimization

An essential part of digital remarketing is preparing landing pages. Ensure that landing pages align with the messaging and offers in the ads. Optimize landing pages to provide a seamless user experience, remove barriers to conversion, and reinforce the value proposition of products or services.

Here are some techniques to optimize landing pages for digital remarketing:

• Ensure the landing page aligns with the messaging, imagery, and offers in the remarketing ads.
• Tailor the landing page content to the specific audience segment to which you are remarketing.
• Streamline them by making landing pages clear and intuitive. Remove any unnecessary distractions or elements that may divert users' attention.
• Optimize the landing page to load quickly by minimizing unnecessary code, optimizing image sizes, and leveraging caching techniques.
• Simplify forms and conversion processes by reducing the number of form fields to the essential information you need, removing unnecessary steps, and using autofill.
• Use a clear and compelling headline that conveys the value proposition or benefit they receive by taking the desired action.
• Include a benefit-focused copy that addresses users' pain points and highlights the unique selling points of the product or service.
• Place clear and prominent CTAs on the landing page. Use action-oriented language and make the CTA button visually appealing and easy to find.

  7. Dynamic Remarketing

For an e-commerce website, consider dynamic remarketing. With dynamic remarketing, advertisers can personalize their ad content based on past interactions with their website or app. It involves dynamically creating and displaying ads showcasing products or services the user has previously shown interest in. Here is how it works:

• User Interaction: A user visits the website or app, browses specific products or services, adds items to their shopping cart, etc.
• Data Collection: This could be data relevant to the user's interactions, such as viewed products, shopping cart contents, or search queries.
• Ad Creation: From the collected data, dynamic remarketing creates personalized ads that showcase the products or services the user has shown interest in. These are dynamically created using templates and product feeds that contain product or service information.
• Ad Display: The ads appear as users browse other websites or platforms within the ad network or social media platforms from which the campaign is running. These ads can be in various formats, such as display banners, native ads, or text ads.
• Reengagement: Showing users the products or services they previously interacted with; dynamic remarketing reengages and reminds them of their initial interest.

Summing Up

Overall, digital remarketing is worth the effort because it offers numerous benefits. In this way, businesses reconnect with potential customers, reinforce their brand, deliver personalized experiences, and improve conversion rates.

By incorporating these strategies, companies can enhance their overall campaign performance and drive better results. Find out how digital remarketing can help your business grow. Contact Digital Authority Partners (DAP) today.