Remarketing – definition
Remarketing is a marketing strategy that involves re-engaging with users who have previously visited a website but haven't completed a purchase or other desired action. It's a form of geotargeted advertising in which ads are displayed to users while they browse other websites or use social media. The goal of remarketing is to increase brand awareness, encourage users to return to the website, and ultimately convince them to complete a conversion, such as purchasing a product or signing up for a newsletter. Remarketing can be implemented through various advertising channels, such as display ads, search engine ads, video ads, and others. By precisely targeting users who have already shown interest in a given brand or product, remarketing is an effective tool for increasing conversions and the ROI of marketing campaigns.
What is remarketing?
Remarketing is a marketing strategy that involves re-engaging with users who have previously visited a website or performed a specific action but did not complete a purchase or other desired conversion. The main idea behind remarketing is to leverage data about users who have already interacted with a brand to re-target them with relevant advertising messages.
This process may include displaying ads elsewhere online, such as partner websites, social media sites, or search results. A key element of remarketing is personalization, which means tailoring ads to user behavior and interests. This can increase advertising effectiveness and encourage them to return to the site and place orders.
Remarketing also allows you to track campaign effectiveness by monitoring conversions and return on investment (ROI), allowing you to optimize your marketing efforts for better results. This strategy allows marketers to effectively engage with potential customers, increase brand awareness, and boost conversions.
Benefits of remarketing
1. Increase conversions
Research shows that people who are remarketed are more likely to convert—to make a purchase or take another desired action. This is because these people have already shown some level of interest in your offerings, and remarketing serves as a reminder of your brand and products.
2. Building brand awareness
Remarketing helps keep your brand in the minds of potential customers, even if they aren't ready to buy immediately. Regularly showing ads to people who have visited your website can make your brand more recognizable and memorable, potentially leading to future conversions.
3. Increase ROI (Return on Investment)
Remarketing is a relatively inexpensive marketing strategy that can generate a high return on investment. This is because remarketing ads are targeted to people who have already shown interest in your offerings, meaning they are more likely to click on the ad and take action.
4. Dynamic remarketing
It allows you to display personalized ads to people who have visited your website and viewed specific products. This type of remarketing is very effective because it reminds users of products they were interested in, making them more likely to purchase them.
5. Remarketing on audience lists
It allows you to target ads to people who have signed up for your mailing list or provided you with their email address. Remarketing to audience lists is a very effective way to stay in touch with potential customers and encourage them to return to your store.
6. Remarketing on social media
It allows you to display ads to people who have visited your social media profiles or website. Social media remarketing is a great way to reach people who are already engaged with your brand.
Remarketing strategies
There are many different remarketing strategies you can use to reach potential customers and increase sales. Here are a few examples:
1. Remarketing based on visited pages:
- This strategy involves displaying ads to people who have visited specific pages on your website.
- For example, you can show ads for a product that someone viewed but did not purchase.
- This is a very effective strategy because it reminds users of the products they were interested in.
2. Remarketing based on abandoned cart:
- This strategy involves showing ads to people who have added products to their cart but have not completed the purchase.
- The goal of this strategy is to encourage users to return to their cart and complete their purchase.
- You can do this by offering them a discount or free shipping.
3. Remarketing on audience lists:
- This strategy involves displaying ads to people who have signed up for your mailing list or provided you with their email address.
- Remarketing on audience lists is a very effective way to stay in touch with potential customers and encourage them to return to your store.
- You can send them personalized emails with offers and promotions.
4. Remarketing on social media:
- This strategy involves displaying ads to people who have visited your social media profiles or your website.
- Remarketing on social media is a great way to reach people who are already engaged with your brand.
- You can show them ads for products they like or posts from your social media.
5. Remarketing similar audiences:
- This strategy involves showing ads to people who have similar demographics or interests to people who have already visited your website or purchased your products.
- Remarketing to lookalike audiences is a great way to reach new potential customers who may be interested in what you offer.
Remarketing in Shopify
1. Using the Shopify App Store app ( Shopify Experts ) :
- The Shopify App Store offers many remarketing apps that help you reach potential customers through display ads, search ads, and social media.
- Popular apps for remarketing on Shopify ( migrating to Shopify ) include:
- Klaviyo: A comprehensive e-commerce marketing platform that also offers remarketing features.
- AdRoll: Display and search engine remarketing app.
- Retargeting by Cdiscount Ads: Display and product remarketing app for Facebook and Instagram.
- These apps typically offer an easy-to-use interface and integration with your Shopify store.
- They allow you to create remarketing lists based on user actions in your store (e.g., visited products, abandoned cart) and target them with personalized ads.
2. Using Google Ads and Facebook Ads advertising tools:
- You can create remarketing campaigns yourself using the Google Ads and Facebook Ads advertising platforms.
- However, it requires a bit more technical knowledge compared to Shopify App Store apps.
- Using these platforms, you can create remarketing lists based on user activity on your store and show them ads on the Google Display Network (websites and apps that use Google ads) and on Facebook and Instagram.
