Remarketing has become a fixture in the digital marketing community. What was once a buzzword is now a staple in any well balanced digital advertising campaign. Clients love the results that remarketing can bring, and advertisers love the custom audiences and ad formats that help their campaigns perform even better. Whether you’re using Google Ads to remarket to previous site visitors or Facebook’s pixel to utilize dynamic remarketing, there is usually a way that this campaign type can work for you.
Remarketing, also known as “retargeting” or “behavioral remarketing” is one of the most effective paid digital strategies. Remarketing is based on lists created by you, informed either by website behavior or an actual list of users that you have provided.These customer lists allow for the delivery of highly-relevant ads which are more likely to convert, usually at a much lower cost than ads to a cold audience.
Have you ever clicked on a product on a website and then noticed that product following you in the form of ads on other, unrelated websites? That is a perfect example of remarketing! That advertiser was able to track your behavior online, recognize that you were interested in a product but did not purchase, and set up a remarketing campaign to get you to come back and convert. Due to the hyper relevance of these ads, this highly-effective ad strategy typically results in lower costs in delivery, clicks, and conversions.
Unlike more traditional forms of advertising such as TV or radio, where your message is sent out to the masses in the hopes that it will be relevant to the audience, digital advertising is smart. It remembers those that have seen your ad, and even remembers their behaviors towards your ad. This gives advertisers the power to hyper-target their messaging to the consumer. With this very specific targeting, advertisers often see increased conversions and less wasted spend.
How Does Remarketing Work?
The power of remarketing lies in your customer lists. Here at JEMSU, we begin by gaining a deep understanding of your products, buyer’s journey, and buyer behavior. From there, we determine which customer segmentations will be most effective to remarket your products or service.
With remarketing, we have the power to track user behavior on your app, social media pages or website. This allows us to market directly to people who have exhibited specific behaviors, such as looking at one page but not another. We craft these strategies specifically to help your business decrease cost per acquisition, increase the value of your advertising, and nurture and increase Customer lifetime value. With a seemingly endless array of possibilities for tracking user behavior, the team at JEMSU can ensure your remarketing campaign is well-thought out, catered to your business, and most importantly, effective.
We have a few main sources that we use to target your remarketing campaigns: website visitors, customer lists, app users, platform specific audiences.
This is one of the most common ways that advertisers choose to inform their remarketing lists. In this method, you would utilize a tracking code that is actively in place on your website. For Google Ads, this is often done via Google Analytics. For Facebook Ads, this would be done via the Facebook pixel. In the back end of these codes, you would set criteria for someone to be added to a list, such as visiting a particular page or taking a specified action on the website.
Most businesses come to JEMSU with some form of customer or prospect list available. These are great resources for remarketing campaigns! We can upload a list of current or prospective customers to most ad platforms and create a list of people to target. JEMSU recommends this list be at least 1000 users, as most platforms require 1000 users before being able to use that list in campaigns. These lists are also useful for colder audiences. Both Google and Facebook allow customer lists to inform “similar” or “lookalike” audiences, which match the profile of your customers but are not your customers yet.
If you are currently using Google Analytics 4 or Facebook’s SDK, you can leverage data from your apps to create informed remarketing audiences. These often come in the form of identifying how long a user has used your app, or how deep into the app they have gone. These campaigns can be particularly useful for any apps looking to encourage subscriptions or deeper app exploration. If someone has downloaded the app but not signed up for an account, you can target those people with ads to encourage that they move forward with your funnel.
This is more specific to social media ad platforms. Facebook allows you to create audiences based on how people have interacted with both your Instagram and Facebook pages. This can include post interaction, followers, people who viewed your videos, and an assortment of other options. Similarly, Pinterest and LinkedIn allow you to use metrics like post engagement and current followers. These targeting options are great for adding an extra layer of information to your campaigns.
How Much Does Remarketing Cost?
Remarketing is almost always the least expensive option for digital advertising. Since audiences tend to be smaller, and “warmer” or more familiar with your brand and products, you won’t be paying for as many impressions and clicks before conversions. This means that your overall cost per conversion, or purchase, decreases with remarketing, making it a more-sustainable, long-term advertising option. We have seen incredible results remarketing for as little as a few dollars a day. This cost benefit holds true on almost every platform. Another benefit is the fact that as the audiences grow and the ads aggregate data and information, the overall ad campaigns tend to increase in effectiveness and profitability over time. The numbers below illustrate a current JEMSU client who has seen incredible results year over year running remarketing on Google.
Aug 2019 Remarketing Spend
Aug 2019 Remarketing Revenue
Aug 2020 Remarketing Spend
Aug 2019 Remarketing Revenue
As you can see by the above table, as the remarketing audiences grew from the original ad campaign in 2019, which doubled profit while the ad stayed relatively similar in 2020.
Another perk of remarketing is that you don’t necessarily have to run ads on a huge budget for it to be able to work! Facebook has opportunities to remarket to the people already interacting with your page. Many times you can leverage your organic strategy to help build audiences for remarketing. Here are just a few examples of audiences you can gather within most remarketing platforms:
People who watched a certain percentage of a video you shared.
People who interacted with a social media post.
People who like your page.
People who have visited your website within a specified date range. This audience can be narrowed down even further. For instance, did someone visit your website, add an item to their cart, and leave before purchasing? You can target that person with an ad.
These are just a few small examples of some of the capabilities of remarketing. As stated above, it is important to discuss all of your opportunities for remarketing strategies to ensure that you have the most effective strategy, providing the biggest return on your ad spend.
Where Can I Run Remarketing Ads?
Almost every digital advertising platform online has capabilities for remarketing. Whether you are running on Google Ads, Facebook Ads, or one of the many other advertising platforms available, you should find access to some kind of remarketing. It is important when running your own campaigns, or choosing an agency like us to aid in your campaign strategy, to discuss your best remarketing options. There are many options and one size does not fit all.
In general, here are the main platforms that you can expect to run Remarketing ads on.
This is probably the most commonly used platform for remarketing. With access to Google’s display network and YouTube, your potential ad reach is huge while costs remain relatively low. Additionally, Google allows multiple types of remarketing ads, including banners, text, and video.
Facebook Ads is a very popular platform because of the ability to reach people where they spend most of their time. Campaigns can reach users on newsfeeds for Facebook and Instagram, in affiliated platforms like Messenger & WhatsApp, and on Facebook’s Audience Network. These ads are beautiful and engaging, often leading to higher conversion rates.
Social Media Platforms
Other major social media platforms like LinkedIn, Twitter, Snapchat, Pinterest, and TikTok allow remarketing ads to run on their platforms. Top performing advertisers know to cater their ads to the specific platform they are using, as a LinkedIn ad should look different than a TikTok ad. All of these platforms use pixels and encourage beautifully designed creative.
Leveraging a third-party provider, programmatic display can get you great results for your remarketing campaign! These providers have access to hundreds of display networks, allowing you to show up on just about any site or app you can think of. These platforms also highly encourage video ads so they can run your creative on connected TV platforms like Hulu.
Remarketing In the Age Of Consumer Privacy
You might be thinking that this type of advertising sounds pretty invasive. How could advertisers know this much about me? This is a common concern amongst most consumers, and has been a topic of conversation in the media recently.
JEMSU follows all rules and regulations when it comes to using consumer information to inform our advertising campaigns. We work to educate our clients on the importance of privacy, and take an active role in consulting on the use of any customer information for advertising campaigns. We never use highly personal information like social security numbers, credit cards, or similar sensitive topics. We also advise our clients that they can only use information about their current customers in campaigns, and not information purchased from any list or lead generation sources.
In addition to JEMSU’s stance on customer privacy, platforms like Google and Facebook have their own rules around consumer data use. Most platforms inquire about where your information has come from, and have users sign disclaimers before uploading any information. Additionally, these platforms only allow certain pieces of information to be uploaded for customer matching, such as name, email, phone number, zip code, etc. They do not allow the upload of any sensitive content like financial or health information.
Advertising platforms also have rules in place around what language can be used in your advertising. Any ad copy or creative that feels too “personal” will be rejected from these platforms. This helps marketers stay creative in their copy, and use more compelling language to encourage a sale.
Do I need a Remarketing campaign?
Nine times out of ten, our clients have benefited from incorporating a remarketing campaign into their digital advertising plan. Between the various options to run ads from and the targeting capabilities, these campaigns can often be a top performer. Here are a few of our favorite reasons to leverage a remarketing campaign.
We are far from the days when advertisers had to rely on television viewership or billboards on a frequently-traveled route. With remarketing, advertisers can reach their customer base where they are, in real time, right online.
It’s easier (and cheaper) to keep a current customer than to get a new one. Why not take advantage? Remarketing ads can help you re engage with previous customers. From promoting complimentary products to reminding customers to refill, remarketing campaigns can be used to help increase sales from current customers.
Why should you trust JEMSU with your Remarketing campaigns?
The digital advertising department at JEMSU has created and successfully run remarketing campaigns for numerous clients. We work with multiple platforms to ensure each remarketing strategy fits the brand and product we are advertising. Whether you want to show up during an ad break for a popular television network being watched online, in the middle of a viral video being watched on Facebook, on the side of a popular website, or even in an app on a potential-customer’s mobile device, JEMSU can provide the best remarketing solution for you.
We create custom campaigns.
We don’t believe in a one-size-fits-all approach to marketing. We take the time to learn about your business goals, and create custom strategies based on that information. We never copy/paste campaigns across clients.
We use best practices and data to inform our strategies.
Our team has years of experience in multiple platforms, and has worked with industries that vary from ecommerce to B2B to startups. We’ve seen just about everything, and that has allowed us to see both opportunities and potential obstacles in any campaign.
We leverage AI in our campaigns.
Top platforms like Facebook and Google have machine learning available to use in their campaigns. Our digital ads can gather data, making them smarter and more valuable over time.
Our design team creates unique ads for your company.
When you decide to do remarketing with JEMSU, our team works with you to create your own digital assets to be used in your campaigns. We create stylized banners in multiple sizes, and work with platform requirements for more dynamic ad formats.
Conversions are our top KPI.
Impressions are great and all, but sales are better. We are a results-driven company, and that trickles down to our tracking and reporting. We care most about which metrics lead to company growth, and optimize our campaigns around those statistics.