Remarketing changes you should know about now

Remarketing has become a bit more special in recent months, with many features that used to be only available to ecommerce sites now being available to all industries. Eric runs through the basics of remarketing and drills down into the new developments in behaviour and demographic targeting and dynamic ad changes.

What is remarketing?

The landscape of advertising has changed. Traditional channels such as TV and radio do not give you the complete feedback loop that is required for accountable marketing. At the same time, untargeted display advertising splashed across the network usually has inferior results compared to other online channels. Remarketing is somewhat of a solution to this issue, only showing ads to those who have already visited your site. Marketers have been excited about remarketing for a few years now, but recent developments have increased the effectiveness even further. Now we have the ability to target only the most valuable segments of past visitors to maximise sales and leads, and we can show ads relevant to what they viewed on your site.

Dynamic Ads

Check out what appeared on my Facebook this morning:

 

Kogan Facebook Dynamic Remarketing

I know you have probably seen ads on Facebook and maybe even remarketing like this; the cookie in my browser told Facebook that I had been to Kogan recently and therefore showed me this ad. The extra special sauce here is that when I was on Kogan, I was looking at cameras. The cookie told Facebook that I had been looking at cameras and showed me an ad that I was much more likely to respond to. Remarketing at the product level has been rolled out progressively over the past year. What is just as exciting is that as of last month, it is no longer just limited to retail sites like Kogan. You can now target based on any type of product or service; categories include hotels, jobs, real estate, flights, education and more. The data available show that dynamic remarketing works – providing increased relevance of ads to users, reduced cost per impression, better conversion rates and increased ROI.

 

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This is where it gets really interesting

Recent improvements to Google Analytics in demographic reporting, and improved compatibility of AdWords with Analytics mean that you can get even better results by using custom audiences in your remarketing campaigns. This means that you can target your campaigns not to all past visitors, but instead go after only the users who are most likely to respond well, and buy more. This could be as broad as bidding differently for men and women, or could be as targeted as ‘males over 30 who spent 3 minutes on site and put something in the cart’. As you can imagine, the results we have so far have proven that behaviour and demographic targeting has resulted in some serious improvements.

It is now possible for you to provide the easiest path for users to come back to your site and pick up where they left off. Remarketing will not replace all other elements of your digital marketing mix, but ask your ads manager to allocate some of your testing budget towards exploring the viability of these new features.

If you feel like any of this applies to your business, I encourage you to find out more.

 

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