Remarketing: What It Is and How It Works
Remarketing is a marketing tactic specifically aimed at people who have previously interacted with your business in some way. For example, this includes users who have visited your website or app or taken action on it. The goal of this tactic is to encourage these users to take a desired action, such as making a conversion.
How Does Remarketing Work Technically?
To utilize this tactic known as remarketing, you can implement a JavaScript code, commonly referred to as a pixel. This pixel helps place a cookie in the user’s browser. The cookie then informs the remarketing platform to display specific ads based on the pages or products the user interacted with on your website or app.
To simplify the remarketing process, here’s an example in a few steps:
- A user visits your website and leaves after some time.
- The user is now browsing another website. On this website, the remarketing ad is displayed.
- After seeing the ad, the user is reminded of your business.
- Ideally, the user returns to your website and converts.
What Are the Benefits of Remarketing?
- Remind Users About Your Business: It helps keep your business top of mind.
- Reach an Interested Audience: Target users who have already shown interest in your offerings.
- Higher Conversion Rates: Remarketing often leads to a higher conversion percentage.
Facebook Ads vs. Google Ads
Remarketing is available on various platforms, such as Google Ads, Facebook Ads, Adroll, Criteo, and others. We will focus on Google and Facebook, examining which platform is better for your remarketing efforts.
Remarketing with Facebook Ads
- Main Features: Facebook, Instagram, WhatsApp, and Messenger.
- Reach: Facebook is the third most visited website globally, with nearly 2.5 billion active users each month.
- Pricing: You can get started for free, and Facebook Ads uses a standard PPC pricing model.
Benefits of Remarketing with Facebook Ads:
- More Customization at Lower Costs: However, it offers significantly less visibility.
- Mailing List Integration: You can create your Facebook remarketing campaign not only based on Facebook, Instagram, and website activity but also from off-site lists like mailing lists.
- Lookalike Audiences: You can create a target audience that shares similar core characteristics with those who have already converted with your business.
Remarketing with Google Ads
- Main Features: Google Search, YouTube, Google Discover, Gmail, and Google Partner sites.
- Reach: Google controls nearly 40% of the total PPC advertising market.
- Pricing: All customization and targeting tools are freely available for anyone with a Google Ads account. Google Ads also uses a standard PPC pricing model.
Benefits of Remarketing with Google Ads:
- More Visibility, but Less Customization: This often leads to higher costs. The Google Display Network can reach over 90% of all internet users worldwide.
- Website Performance Insights: You can see which websites perform best. If there’s a website that isn’t performing well, you can prevent your ads from being shown there. By displaying your ads only on relevant websites, you improve your return on investment.
- Prioritization of Relevance and Quality: Google Ads favors ads with high click-through rates and effective messaging over poorly made ads with larger budgets.
Conclusion
When considering which platform to choose, it’s essential to reflect on which of these points matters most to your business. Think about where your audience is browsing. As mentioned, the primary feature of Google Ads is its reach through Google and YouTube, while Facebook Ads is focused on Facebook and Instagram. If both visibility and customization are vital for your business, there’s no need to choose one over the other. Each has its unique advantages, and it may be advisable to develop a comprehensive online marketing strategy that incorporates both.
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