Remarketing and Retargeting

Bring Interested Customers Back For More

Remarketing lets you show placements to visitors who’ve previously hit your website and left as they browse the internet.

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Re-marketing or re-targeting has been around in the SEM space for years now, the two terms are used interchangeably when speaking about the technology behind it, but the way the technology is used is when it becomes defined. Each year there are vast improvements in your ability to better tailor what products to a specific group of people or a specific group of products to a large audience of people.

To start re-marketing (REM), you have to install either a tracking pixel on all of your pages or use analytics tools to do it for you, from which you can export the desired list to your self-serving platform. Populating your lists with traffic is the next step to being on your way to serve specific ads to wherever those users go throughout the internet on their browsing sessions for an allotted amount of days before they are dumped out of the list automatically. A user lands on your site, their presence is picked up by the pixel/analytics, and his or her identifier is put into your REM list or bucket. From there you have to create a campaign (search, display, shopping) with tailored ads aimed at that specific list or bucket.

User lands on page -> Pixel/Analytics assigns them a bucket/list after identifying that the user is a female who stayed on the page for longer than 1,000 seconds which indicates high interest -> REM campaign targets the female user with a tailored ad that contains a special offer within its content -> User comes back to site 24 days later and purchases a product/service -> Time expiration for user is renewed

If the user does not come back within an allotted amount of days, they are automatically taken out of the list or “drop out” so that you don’t keep showing impressions to a customer that has no interest in purchasing. REM settings come in a few forms: Dynamic, Static and Search.

Combining our marketing efforts with behaviorism we analyze and segment traffic based on, previous online interaction and engage them at different stages of the conversion cycle or funnel. This gives WebCroppers the ability to target people in the masses or on a one to one basis.

Dynamic Re-Marketing

To be able to use dynamic remarketing, one must open a merchant account with Google AdWords. From there, the purpose of this tool is to be able to serve the exact product that a visitor expressed interest in previously and follow them around the internet trying to get them back in the door. Amazon is an excellent example for this. You looked at a Nike size 9 shoe in the morning on your home computer, you leave for work, come back later and you will be reading the news on a Google Display Network page while a picture of the shoes you expressed interest in will be showing in designated locations during your browsing session.

Dynamic REM shows products based off the information in your data feed. Make sure it’s set up correctly! AdWords uses the product ID to grab product name, price, & product image from your feed which in AdWords case would be located within the Merchant Center. It automatically puts it in ad format aside from the company logo which is provided by the business and the ad is served.

WebCroppers Dynamic Remarketing Infographic

Dynamic Search Remarketing is also another way to utilize DREM. It goes after search queries for which you build out a specific text body within the search ad and the headline is dynamically switched out based off the searchers query. If they click on your ad, they are sent to a landing page which is also dynamically replaced to best fit the searchers intent. If someone went to the Google search bar and typed in ‘purple earrings’, your search ad would show on the searcher’s page with the title of ‘Purple Earrings’. If the user clicks on the ad, they would be sent to a landing page that contains purple earrings instead of your ‘earrings’ landing page. Dynamic Search Remarketing is meant to show the most relative ad text and landing page possible. These types of remarketing campaigns require a lot of weeding through pages that were shown to users but were in fact irrelevant as well as search queries that have nothing to do with your business niche.

For more help on how to set up remarketing properly, fill out a form below. We’ll show you how to incorporate these two remarketing methods into one campaign and tie it in to the rest of your business.

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Static Re-Marketing

Static Remarketing or Standard Remarketing is your regular remarketing setting. Everything but the shadowing of the user during their browsing session is manually entered. Landing pages, ad copy, bids and targeting settings are all coordinated prior to launching the campaign. Utilizing static REM is an excellent way to promote audience wide promotions or sales. But due to privacy concerns, your list MUST be populated with over 1,000 users for it to be active for search and for display. If you want to promote a new women’s clothing line, one would simply create a list populated with female traffic and begin serving a specific set of ad copy.

Remarketing Lists for Search Ads (RLSA) are a great way to gauge the lifetime value of search keywords/ads. Not all traffic online goes to multiple places to shop, and some prefer to stick with the tried and true paid search ads. All of these tools are meant to help you better understand your audience, serve better ads, and eventually minimize your costs while raising profits. Tying all of these different tools is what Webcroppers does best. We take the tools readily available to the masses and combine them with our own internal technology to create a holistic approach to your businesses marketing needs. Using SEM, SEO, E-mail and Social, we bring the needed experience, technology and knowledge to tie it all in from root, to fruit. For more information about remarketing or any other service offered by Web Croppers, fill out one of our forms and our experts will be in touch to discuss your individual needs and capabilities.

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