Today we want to answer one of the questions we are asked most often: What is a remarketing campaign and what is it for? And what is the difference between a remarketing campaign and a retargeting campaign?
We are going to answer this question with a very easy example that I’m sure has already happened to you: you enter a website to buy a book, but in the end you don’t finish your purchase. You leave the page to go to another one and… Surprise! Here’s the book: it’s staring at you in a banner on the side of the page, or above it. The next day you make a cup of coffee and get ready to read your favorite newspaper… and who’s here? The damn book, of course! “Buy me, buy me, buy me, buy me” it seems to be saying. And of course, who are you to deny a book a whim? So you go back to the page where you saw it and buy it. It has happened to all of us, hasn’t it? Well, this is a retargeting campaign. And if, instead of showing you banners, the website sends you emails reminding you that you have a purchase to complete, it is a remarketing campaign. It is a very interesting type of campaign: if they visited your website, it means that they are potentially interested in the services you offer, or at least in services similar to those you offer. Therefore, a remarketing retargeting campaign could be the final push they need to buy the product or service they need from you.
Easy, isn’t it?
Butoooo…. And how is that done?
Regardless of the channel you are going to use to make your remarketing or retargeting campaign (read on, now we will see 3) the procedure is always the same:
- Generate a tracking code from the promotion channel of your choice
- Insert this code in your web page so that the channel can detect the visits made to your web page.
- You configure your ad by indicating that your target audience is the one that this tracking code detects.
Now let’s see 3 VERY EFFECTIVE CHANNELS to carry out campaigns of this type: 1. Google
Google is in everything and everywhere and could not miss in this type of campaigns, of course. You can set up your Google campaigns from the platform Google AdsSimply choose “Retargeting” as a target and set up a Display ad. That is, an ad that displays an image (the item you didn’t buy, of course). Just like for a “normal” Google Ads ad (defined for a specific target audience) you will be able to see how many people saw and clicked on your ad. Google retargeting campaigns are PPC – Pay per Click – campaigns: that is, you only pay each time someone clicks on your ad, a signal to Google that the campaign is being efficient as they return to your website.
Facebook Business Manager
Another one that could not miss the party: Facebook. Its ad management platform, Facebook Business Manager, allows you to manage your advertising campaigns on Facebook and Instagram. To set up a retargeting ad in FBM you will have to
- create a pixel (tracking code)
- a custom audience which are all the people who have activated the pixel (= visited your site, initiated a purchase process, etc.)
- an ad targeting this personalized audience
Another option is to import an email database of customers you have (and who have given their consent to receive commercial communications from you, of course) in Facebook Business Manager and then set up an ad to this specific audience. There the ads are paid by impressions: that is, every time a person sees your ad, Facebook will charge you a few cents.
3. Email marketing
Here we are talking about REMARKETING: you send an email (or several) to a person who has performed a specific action on your website. There are several emailing platforms (we like Mailchimp) that allow you to automate emails: to people who started a purchase process and did not finish it, or to people who made a purchase to suggest more related items. However, the big difference in this type of campaign is that you have to get these visitors to register their email address on your website in one way or another. This is why it is often used to recover purchases that have been left halfway through: you selected the item, entered your contact details and… you left. But not your data! To carry out a remarketing campaign you will have to connect your website with your Mailchimp account (or whatever platform you use) and from there configure your emails. You can even personalize them with the name of the person receiving the email to give a more personal touch to your email. And that’s all for today friends! If you have any questions about remarketing and retargeting campaigns we are at your disposal in the Contact section of this page!