Remarketing and Retargeting Services

Email retargeting is a marketing technique, which lets the advertisers reintroduce their products to the visitors, who showed interest but didn’t follow through with CTA. And as the name itself implies, the promotional material reaches the audiences through an email. The CTA button on these kinds of emails can be anything: making a purchase, signing up for a newsletter, or downloading a report.

Digital retargeting is a paid advertising strategy in which the ads are put in front of the audiences who visited your website and left without following the CTA button. 

In order to run a digital retargeting campaign, you will need to add an HTML code on your website (in header or footer). This code tracks the audience’s behavior and retargets them if there is an incomplete acquisition.

Digital marketing has evolved over the years. Marketing platforms are growing and springing like a mushroom. But the efficacy of remarketing hasn’t diminished a bit. Even in 2020, remarketing works like a charm. 

It still works effectively and many advertisers rely on remarketing to recapture their valuable users. To increase lead generation, drive more purchases, and for the conversion rate optimization, remarketing comes second to none. On top of all that, remarketing is also an amazing tool to increase your brand awareness.

Dynamic remarketing is a type of remarketing technique, where the advertising platform generates highly customized display ads for its past audiences using cookie technology. There are several ways digital remarketing works. And some of the ways are mentioned below:

Google Merchant Center

Google Merchant Center allows the eCommerce business to manage their product listing and advertise their products through Google Shopping Ads and other Ad types. To run their ad campaign, advertisers need to provide information regarding their eCommerce business and products they have in their lineup.

Dynamic remarketing pulls information from Google Merchant Center. And when a user visits the same, similar, or complementary product, it acknowledges them as a potential customer and shows your Ads.

Pixel Implementation

Before creating a dynamic remarketing campaign, it requires the inclusion of HTML code in the header or footer of the pages, you want to keep track of. This kind of HTML code is known as Pixel. 

The Pixel stores user behavior in their browser in the form of cookies. And when a user visits a page with the same or a similar product to yours, the Pixel comes into action. It then starts showing your ads.

Setting Campaign Parameters

After the placement of the Pixel, you can set custom parameters to explicitly define what kind of products to show in your remarketing ads. These kinds of parameters define your campaign goals.

If users visit a web page with shoes, they might be interested in buying socks as well. Showing them jeans or makeup accessories may not bring you conversions. You can control these by setting up the campaign parameters.

Selecting Creative

It allows advertisers to get creative with their ad campaigns. Advertisers can choose ad templates from a set of predesigned templates and A/B to test them based on their performance. Merchant account holders can choose the color, font, and layout options for their ad. Google also allows them to include their own images, logos, and branded graphics.

Dynamic remarketing shows ads to the previous site visitors tailored to them considering their behavior on your website. To create a dynamic remarketing campaign, you will need to follow the following set of steps. 

1. After signing into your Google Ads account, click on “Campaigns” from the page menu.
2. You will see a Blue Plus Icon (+) over there. Click on it and select “New Campaign”.
3. You will see a few options over there. But choose the “Display Network” and select “Sales”.
4. As you proceed, you will encounter a few more options. This time, click on the Standard Display Campaign. After that, click on “Continue” to proceed.
5. After that, assign a name for your campaign, set your bid strategy, and allocate the budget.
6. Since you are running a remarketing (dynamic remarketing) campaign, select remarketing in the audience section and choose a remarketing list. If you don’t already have a remarketing list, you will need to create one. But if you want to avoid going the hard road, you can choose Google AdWords’ optimized list. Through Google AdWords’ optimized list, it’s quick to set up. and usually delivers better performance than one with the manual segmentation.
7. As you move forward, select Use a data feed for personalized ads. 
8. After that, define your business type based on the products and services you are offering. If you have an eCommerce website, select Retail, and link it with your Google Merchant Center account. If you couldn’t find your business type in that list, select “Other” and define it manually.
9. In the next step, click on the Blue Plus Icon (+) for New Ad. This will now create your Ad.
10. Once you are done with that, select “Create Campaign”. Now your Dynamic Remarketing Campaign is ready.

Retargeting means targeting the past audiences again so that you could bring them to the conversion-path. This kind of marketing strategy caters to the audiences, who visited your website but left prematurely without following through the CTA button.

Retargeting means targeting the past visitors again, who did not complete the conversion process while spending time on your site. For remarketing to work, advertisers need to install a JavaScript Tag called Pixel. The Pixel tracks users and their behavior when they browse your website. If the visitor leaves your website prematurely (without completing conversion), the Pixel comes into action and reminds and reignites the interest of such users.

Remarketing, on the other hand, is targeting past visitors through personalized email campaigns. Remarketing doesn’t involve tracking user behavior or the installation of the Pixel. These kinds of ads only appear to the visitors, who have signed up for the newsletter or provided an email to the website in one form or another.