First off I want to clarify the difference between remarketing and retargeting because they are very similar and can be used interchangeably.
Basically, retargeting is always related to ads and browser cookies and remarketing can be used more generally for all digital channels and the strategy of contacting people that have already expressed interest in a product or service.
If you have to spend money, do it wisely – you typically see much higher CTR and CVR rates on these ads and this will help optimize your budget.
Scenario: A visitor comes to your site to buy a dog bone, a unique cookie is assigned to this visitor and saved with information about what they click on or viewed (dog bones).
Now you can use an ad service like Google Adwords or Google Display Network to RETARGET ads to this person about dog bones on other sites they visit with a CTA link that drives them back to your site to purchase.
To set this up on your site, you need 3rd party tags and you can get them from services like Google, AOL or Adroll.
Here is the tricky part.
Behavior Retargeting – this is based on website surfing behavior, sites they go to, links they clicked and very much a guess on ads they might be interested in
Social Retargeting – this uses social data like status updates and brand comments to know which ad to show
Search Retargeting – ads show up based on keywords used in search engines (completed search = good intent = relevant offer)
Dynamic Retargeting – This is site retargeting on crack – using information from your customer profile to show more personalized messaging
Product Retargeting – This is site retargeting but specific to a product that was viewed and will show you something similar
If your business does not have the ability for personal profiles, then ads are the best option if you don’t know WHO the person is or anything about them, you just know they came to your website and LEFT.
But eCommerce form abandonment strategies are even more effective if you use email to send triggered personalized messaging. This way you might know their purchase history (they just bought a 30-40lb dog food, a pink dog collar etc.)
In your email you can make it pink and have use a cute sad dog’s face that says “Why did you leave, don’t forget about me.” You can get this information if a person is logged in to your site as some point and they have an email saved for their account.
Then you can use email REMARKETING with product upsells and lifecycle marketing messages (Thanks for being a frequent shopper, sign up for our loyalty program…. Or Your next purchase will make you eligible for a $50 coupon.
Are you ready for Ad Retargeting? There are a few things that you need:
- An ad budget or if you are a non-profit apply for Google Free Ads
- Unique codes from each ad vendor or generate them yourself
- A web developer to put code on your pages or do it yourself
- Someone to manage and optimize your ads or do it yourself
Can you do it yourself?
Yes, you can, give it a shot. If you are an admin, have access to the tools, then go ahead.
Remarketing Tag Manager Free Download
Remarketing Tag Manager Excel Template
For WordPress it is even easy drop the code in the header or footer if you go in the left navigation bar in the admin > under Appearance < Editor and then find the header or footer .php file to edit and save.
TIP: If you have a child theme, you may need to switch to the main theme (i.e. Genesis) to see the header.php files. (If you need a cool WordPress theme, these are some we recommend)
Whatever you do, if you are new – start slow and fix your budget.
Ad dollars add up fast (no pun intended). Remarketing is a great way, if you have to use paid media, to make sure you are marketing to a qualified audience. If you can set you ad CPA lower than your online average CPA – then each conversion is a win.
For me, I prefer inbound marketing strategies… but even if you have the best content marketing strategy you still might want to maximize your time and audience with ads.
Let me know if you have a better definition for remarketing vs. retargeting….