Session 26: What is Remarketing? | A Marketing Podcast

Session 26: What is Remarketing?

In session 26 of A Marketing Podcast, it’s time to talk about what is ReMarketing. I get into the strategic approach to ReMarketing and the different ways to apply remarketing strategically. I also discuss what it takes to setup remarketing and how to use your remarketing lists withing your advertising campaigns.

Session 26: What is ReMarketing?

Today’s session I answer the question What is ReMarketing? I focus on:

  • The strategic approach/reasoning behind remarketing
  • Some strategic examples as to how to use remarketing
  • How to setup remarketing in your website
  • How to apply remarketing within certain advertising channels
  • The big gotcha – that many advertisers fall into, and how to avoid it
  • Monitoring and reporting remarketing campaigns

Remarketing vs ReTargeting

Somewhat interchangeable terms, but there is a slight difference to be technically correct.

Remarketing is about marketing to a list that you’ve developed outside of a specific campaign. So through general traffic to your website you generate a list to market to. So you’re remarketing in this instance to someone who’s already visited your website.

Retargeting however, is what you do when you build your lists from your website during a campaign, and typically a very specific list. For example, if your advertising a specific promotion and have a landing page for that campaign, if you generate a list of users from those who visited that landing page, and then advertised within the same campaign to that list, you are re-targeting.

For what it’s worth I use the term remarketing to cover both and we can worry about the semantics later.

The strategic approach/reasoning behind remarketing

It’s pretty simple really, when advertising your number one objective is to reach potential customers. Not as “many people as possible”. And the best way to reach those that we know are interested in our product , in some way shape or form, is by using remarketing.

So What is ReMarketing?

Understanding that remarketing creates lists of people for us to advertise to from visiting our website (or a particular page) we know that people on those lists are interested. Maybe not ready to buy, but more interested than someone who has never heard of our product/service before. It’s remarketing that allows us to do that.

Some strategic examples as to how to use remarketing

Basic Remarketing List

Most basic example is that we build a list of people to advertise to who have visited our website at some point in the past. This establishing a list of people who are familiar with our brand and and will, as a side affect, require less impressions to get back to our site and ideally perform a conversion (or sale).

This approach works well if you’re just getting started with advertising online, as it’s the first step towards targeting people we know are somewhat interested in our product or service. So we’re targeting organic traffic (the traffic that found its way to our site without us advertising).

Retargeting as Part of an Inbound Campaign

Notice I said retargeting – so we’re talking about advertising more to a list of people who have been driven to our site from an already active advertising campaign. This works great with inbound marketing campaigns as we usually have an offer attached which a potential customer may not be ready to accept, but with a little time and persistence through some additional advertising.

In this case it makes sense to provide an additional offer or totally different yet related offer as we know our initial offering didn’t do the trick. At the end of the day whether to advertise a new offer, and additional offer, or even the same offer again will take some trial and error and monitoring to identify which works best for your business.

Remarketing a converted user

Now bare with me, you may be asking why would I want to advertise to someone who just converted. Well, it all depends…..

If that conversion was a revenue generating sale, it doesn’t make sense to spend more money advertising to that customer. You should hvea obtained their contact details and move them into a customer service funnel.

But if the conversion was an email signup, now might be a good time to advertise a special “email list memeber” only offer. Let’s say you have a product/service that takes some time to decide on whether to purchase or not (high level pro fessional training, or a new expensive toy). So it makes sense to signup and join your email list as I think about wther or not to make an investment. Well….. if you remarketing to that user over the next couple weeks, or months, you stay top of mind and with a n attached promotion provide a steady incentive to buy. And because we’re using remarketing our costs a typically pretty low, compared to advertising to new unknown potential customers over and over.

How to setup remarketing in your website

First off, you’ll need access to the code of your website, or someone to implement the code for you.

If you’re a WordPress user and manage your own site check out the Headers and Footers plugin.

Here’s a handy tutorial to setup Headers and Footers

Different by advertising platform

Depending on the advertising platform you wish to remarket through the code required and the recommended locations vary.

Here’s links to the remarketing setup for the popular advertising channels:

How to apply remarketing within certain advertising platforms

Again different platforms have different ways of implementing remarketing in regards to the interface and process however one thing is common and that is the idea of custom audiences.

Once the specific remarketing scripts are setup on your website, they being generating custom audiences, or tailored audiences on Twitter. And in order to make use of these audiences during the targeting steps of your advertising campaign setup you select these audiences vs the native targeting provided by the platform.

But there’s a little bit more to creating your custom audiences then selecting the big list of “anyone who visits your site”. And this where remarketing gets a little tricky strategically speaking.

First off, if you’re just getting started there is nothing wrong with advertising to the big list of everyone who visits your site.

But, as you perform more advertising and become more strategic with your marketing in general, you’ll wan to create lists that are a little more defined.

Custom custom audiences

What I’m referring to is creating lists of users who have performed specific actions on your site to target with specific offers.

For example,

Creating a list of users who have visits a specific product page, allows you to advertise offers specific to that product. The reason for doing this is that we know that user is already interested in that product and there for the offer will convert better to this list vs using your entire website visitor list.

The big gotcha – that many advertisers fall into, and how to avoid it

Related to custom custom lists, is how to avoid a huge gotcha that many businesses, large and small make. And that’s avoiding advertising to people who have already converted. I know I mentioned earlier that advertising to converted users is a strategy for remarketing , however not with the same messaging and offers that you used to get them to convert.

For example,

If getting someone to sing up for a demo of your product is your conversion, and they do sign up, you don’t want to advertise with the same messaging you used to get them to sign up for the demo.

So using custom lists with custom settings, you can create a list of those who visited the demo sign up page that converted and remove them from your original list of remarketing users.

In ad-words specifically, you can use two lists, the original list and the converted list, subtract the converted from the original and advertise the the remaining user son the original list.

Setting up these lists will save you money, and it will also save you appearing as annoying by advertising the same offer to someone, when they’ve already accepted your offer!

Final Thoughts on ReMarketing

If you’re going to advertise online you should make use of remarketing. If nothing else it helps you get impressions in front of people who have visited your site.

Don’t forget to setup custom lists and make sure you’re not advertising to someone who’s already converted with the same message you used to convert them!

Links & Resources

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