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How does Remarketing work?
When a potential customer browses your site, a cookie will be installed in his browser. This will ‘follow’ them as they browse on other sites and allow ad platforms to serve very specific ads – your site, or the product or service that they were looking at. This web retargeting strategy provides a way to re-engage anonymous users and is also called pixel-based marketing.
Another way to do this is through list-based or email remarketing. Advertisers provide their platforms with a list of email addresses (for example, those who abandoned their carts) so users can see ads of the same products the next time they browse on the internet.
These two are examples of how you can implement retargeting. Other retargeting techniques include retargeting on social media (Facebook, Instagram, Twitter), mobile apps, dynamic retargeting (personalized ads up to the specific product/service level), and search retargeting (retargeting based on keywords a customer used to search instead of website visits).
Advertisers can choose to get the services of a ‘middle man’ (Adroll, Retargeter, Perfect Audience, etc) or to go directly to the exchanges (Google, Facebook, Twitter) to run their own retargeting campaigns.
What are the possibilities with Remarketing?
Google offers different ways to remarket:
- Static/normal remarketing – refers to the standard way of following customers on the web using a cookie after the visitor viewed a web page. Then the customer gets a banner ad on a third-party website with a static offer.
- Dynamic remarketing – allows marketers to show ads up to the specific product level which the customer visited previously. Then the customer gets a banner on a third-party website, but in this case with dynamic banner, which contains visited products or items on visited pages.
- Search Ads (RLSA) – Remarketing lists for search ads uses search keywords as parameters for remarketing. For example, marketers can use the keyword ‘hotel in Amsterdam’ so when someone goes on a search engine and uses that keyword, Google can serve them with your ad.
- Video remarketing – Video remarketing works on YouTube. If you wish to reach out to previous viewers of your video or those who subscribed to your channel, use the video remarketing solution.
- Email-list remarketing (Customer Match) – Upload a list of your customers’ emails. Once customers sign in to their Gmail account, they will see your ads.
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