Making the Best Use of 4 Types of Remarketing Campaigns

Paid marketing is a common feature of any solid search engine optimization (SEO) strategy. It can potentially bring in high returns on investment (ROI) without being overly complicated or tedious. The major drawback is that it needs a big financial investment. It is a risk worth taking, however, for small businesses that want to grow.

Here is a quick overview of what remarketing services do to amplify your business’s digital ROI:

• A review of how paid ads and remarketing work.
• Four common remarketing strategies you need.

There is a lot to discuss, so get ready to take notes.

Let’s go!

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Paid Ads and Remarketing: How to Capture an Audience

When talking about paid ads, the most common form that comes to mind is pay-per-click (PPC), which makes sense because it is used widely across the internet. To this day, it continues to grow as a tactic. New social media platforms invest in ads for revenue.

In a nutshell, you pay a platform or service (e.g., Google, Bing, Meta, etc.) to display your ads to people who fit your demographic criteria. Based on your campaign goals, you pay for the clicks. This more or less leads to a flow of traffic from the point of origin (the ads) back to your website. 

PPC remarketing uses ads to reignite interest in your brand and target users actively searching for similar products or services. Remarketing works through various channels, but most work within the same platform as the first instance of PPC. That method is often the best.

4 Most Common Types of Remarketing Strategies

Remarketing gives you many options to revise and strategize how to convert users who have shown interest in your brand. More often than not, this happens by displaying the ads again to the person searching. However, remarketing services offer much more.

For instance, you can modify the criteria you had previously set and get even more granular with the data you obtained from prior interactions with your ads. This is a smart opportunity to test the effectiveness of your ads. It gives you the chance to improve the success of future attempts.

You should also be aware of what types of remarketing services best serve your business goals. Here are four of the most common variations of PPC remarketing that all business owners should know about and use when running a paid marketing campaign. Each one is discussed in detail.

     1. Combine Strong Search and Display Remarketing

The most basic method of running paid ads is through search service providers. Search engines draw the most organic traffic out of all available digital channels and, therefore, offer optimal returns. You only pay for the clicks that you get, so you have less to lose. 

Search and display ads are excellent assets in remarketing because they have an extensive reach, especially through platforms with wide networks. However, this does not mean that recycling the same ads is a good idea. Doing so can even hurt your strategy.

Consider investing in dynamic ads as a way to power up your strategy. These use algorithms to match users with whichever ad composition garners attention and draws clicks. They work well as an add-on to enhance any search or display ad remarketing strategy.

     2. Invest in Social Media Remarketing for More Gains

You may have noticed that social media platforms have started to adapt more store and shop features in the past few years. That means advertising and remarketing are likewise becoming easier and more effective on these platforms. This is despite the limits on data usage.

Although laws have changed how tech companies can gather and use consumer data, social media platforms have learned to work around the changes and remain key players in retargeting and remarketing. This is evident in how successful apps such as Instagram and TikTok are at moving products.

Through social media ads and remarketing services, you can readily target your core audience based on their interests and online interactions. For improved results, these platforms also allow you to select markers and demographic features that most closely fit your target market. 

     3. Show Video Marketing Ads to Attract More Interest

Videos are unique in their effectiveness as remarketing ads because they have an even greater chance of appealing to your target market. This means that short-form videos such as those on TikTok, Instagram Reels, and YouTube Shorts, get more attention.

Unlike static (or even dynamic) display ads, videos can show more of your products, services, or brand, which is vital in creating a deeper connection with or eliciting desire in a website visitor. Think of the videos as being similar to infomercials, where a person sees how the product or service can benefit their life.

Videos work well as a remarketing tool for display ads because they act as a continuation of the ad and create a natural interest in discovering more about the product. Whereas the user might have only been slightly interested before, seeing a video ad might get them to think more seriously.

   4. Use Email Marketing to Continue the Conversation

Building customer relationships and remarketing go hand-in-hand because they work towards the same goal—making and keeping customers. As simple as it is, email marketing is the perfect tool to achieve both as well as avoid critical digital marketing mistakes that can end in disaster.

Setting up remarketing services using email is doable even for novice marketers, thanks to automation tools and customer relationship management (CRM) software. Put the bulk of the tedious rote work on tools to make remarketing easier on yourself.

One way that eCommerce businesses use this form of remarketing is to continue contacting previous buyers and informing them of sales and new products. In addition, they use this strategy to gently remind people who in the past showed interest in their products before abandoning their carts.

Summing Up

A business that effectively uses paid ad and remarketing strategies can see a lot of ROI for its efforts. Most platforms and services have made the process incredibly easy to follow, but hiring an agency to provide remarketing services is another viable way to grow ROI.

Need help creating an effective remarketing campaign? Contact Digital Authority Partners (DAP) to learn how we can help.