What Is Remarketing In Contextual Advertising? In contextual advertising, when demonstrating text and image ads, the so-called targeting is usually used, that is, “targeting” a specific audience. Properly configured targeting allows you to spend your advertising budget more economically because, with targeting, ads are shown only to those Internet users who really may be interested.
To increase the accuracy of “targeting” ads to an audience, technology such as retargeting or remarketing allows. In the case of remarketing, advertisements on the Display Network can be shown to those Internet users who have already been on the advertised site, which means they have already been interested in the goods or services offered by this site.
How Remarketing Works.
It’s best to understand how remarketing works with an example. So, if a visitor came to an online store, studied the presented assortment for a long time, but didn’t decide on a purchase, then with the help of remarketing it is possible to show contextual advertisements to this visitor when he visits different sites of the Display Network. As a result, the effectiveness of contextual advertising increases and the chances that a visitor is converted into a buyer increase many times.
To date, remarketing technology is included in the toolbox of advertisers in the Google AdWords content network. Remarketing can be used by any advertiser who wishes to: just add a special code fragment called a remarketing tag to the pages of the advertised site, and information about visitors to the site’s pages (identifiers) will begin to be entered in remarketing lists.
As a result, you can create any number of remarketing lists that include certain visitors, for example, only those who visited the main page of the site, or those who spent considerable time on the site. Based on the created lists, you can create special advertising campaigns in Google AdWords that will be “targeted” only to users from these lists. It is worth noting that you can start an advertising campaign in Google AdWords only for those lists in which the number of user IDs is at least 100.
Choose The Right Strategy.
In using remarketing to increase the effectiveness of advertising campaigns in the Google AdWords contextual advertising system, it’s important to choose the right strategy. So, to start working with remarketing, it is best to choose a simple strategy by adding to the remarketing list those users who, for example, have visited the main page of the site but have not completed the conversion.
In further work with remarketing, you can choose a more complex strategy by listing the users who converted on the site and offering related products or services to these users. In addition, you can divide remarketing lists into categories of goods/services offered on the site, and thereby conduct advertising campaigns aimed at users interested in certain goods/services.
When creating remarketing lists, you can add special conditions, according to which you can combine users into one list who visited one page but did not visit another. This can be useful, for example, in cases where visitors have visited the basket page but have not visited the purchase confirmation page.
Increase The Convertibility.
Remarketing is currently an effective technology to increase the convertibility of site visitors into buyers/consumers of services, therefore it is actively used by both foreign and domestic companies. It is interesting that the most remarketing is shown to representatives of small and medium-sized businesses, because it does not require large advertising budgets, allowing you to create the effect of a powerful company presence on the Internet for minimal money.