How to start a remarketing campaign?
Posted: Thu Jan 23, 2025 3:26 am
Depending on the advertising platform we use, the operation may vary slightly. However, the process is usually similar in all of them. To illustrate the process, we will use as a reference how it would be done in Google AdWords and Facebook Ads.
How remarketing works
In Google AdWords , the easiest way is through Google Analytics by following these steps:
Link Google Analytics with Google AdWords.
In Analytics, go to Property > Audience Definitions > Audiences and create your own remarketing list.
Go to Google AdWords and when creating your campaign, choose the remarketing list you created in Audiences.
In Facebook Ads , it's also very easy:
Create the code in the “Pixel” section within the Facebook Ads Manager.
Insert this code between the <head> and </head> tags of your web page.
Launch your campaign by selecting the Custom Audience you want to target.
If you are interested in learning how to make ads on Facebook, here is a link to a Complete Guide + Tutorial on Facebook Ads . I also leave you the direct link to the official Facebook ads page .
Icon profitable business ideas on the internetTypes of remarketing strategies and ads
Now that you know how it works, let's look at different types of remarketing ads that you can start applying to your advertising campaigns to improve their performance right away.
Sequential remarketing in time
One of the techniques that works best in remarketing is to show different ads to users depending on the purchasing phase they are in.
Imagine that you are responsible for a marketing tool and you want to target people who have previously visited your landing page where you list all the features. However, you want to go further and make a different ad depending on the time that has passed since users visited your website.
In this way, people who leave our website will see advertisements during the first two weeks in which we will remind them of the characteristics and benefits of our product or service. With this, we will persevere with our message in interested users and we will have more possibilities of conversion.
In the third week, our ad will be different , as it will be focused on those users who are still reluctant to convert.
For these types of users, we can make an ad with a special discount to encourage them to take the step. We can link this ad to a special landing page where the price is lower and thus encourage them to convert more .
Example:
The user visits the landing page where the information about the tool is located → We insert the cookie → The user leaves our website
Week 1 : We show you an ad with the main features of the tool.
Week 2 : We show you an ad with the benefits you get from using our tool compared to our competition.
Week 3 : We show you an ad with a special offer and a 10% discount to encourage those who are undecided.
Best of all, we'll exclude previous remarketing lists from each other, so that users who have already converted before the discount phase won't complain when they see that we've offered a discount to certain users who took longer to take the plunge.
In the event that we only offer one product or service and the user is unable to purchase more, we must not forget to exclude the remarketing list of all converters, since in principle we are not interested in showing the ad to people who are already customers.
Remarketing for users who abandon their cart
If you have an online store, your goal is probably to sell as much as possible. However, in every purchasing process there is an inevitable loss of users. Whether it is because the shipping costs are too high, or because the final purchase price is somewhat more expensive than the competition, we can make those visitors come back if we give them an incentive .
Keep in mind that users who come to your store, add a product and go to the cart and checkout page, means they have a high purchase intent , so many of them will only need a little push forward .
This is where remarketing comes into play.
strategy with remarketing ads
If you're using AdWords to run advertising campaigns, you simply create a loadrunner protocol email address remarketing list of people who land on your cart final URL, but don't land on the typical /thank-you-for-your-purchase final URL .
This way, we can show specific ads to those users who were about to buy but didn't. For example:
Offering you free shipping costs .
Providing you with a discount on your next purchase.
Reminding you that you have abandoned the shopping cart halfway.
Dynamic Remarketing
In the previous example, we saw how to launch generic advertising campaigns offering discounts and free shipping to users who had abandoned a shopping cart. This is a good remarketing strategy to fine-tune and target advertising to people who are really interested.
But what would you think about being able to impact those same users with ads featuring the specific products they were about to buy? With dynamic remarketing, present on platforms like Google AdWords, this is possible.
adwords dynamic remarketing
And the best thing of all is that we will not only be able to show specific products, but we will also be able to include other dynamic fields through which we can further encourage purchases, such as the remaining stock, the price it had before and the current price, or even a countdown with the time left before the offer ends.
Another advantage of this type of advertising campaign is that we save time in creating and designing the ads, since in dynamic remarketing, they are automatically generated showing the products that the user visited without us having to do them by hand.
To do this in Google AdWords, you'll need to create a Google Merchant Center account and link it to AdWords. Next, you'll need to create a feed, which is a file in csv, .tsv, .xls, or xlsx format that includes all of your products and services, as well as any additional details you want to display. Finally, you'll need to add a special dynamic remarketing tag to your website.
Remarketing to buyers
If a person has already bought from you, but you still sell more products or additional services that are likely to be purchased by the same user, why not try to get them to buy from you again ?
When we sell something and the customer is satisfied with their purchase, there will be a much greater chance that they will buy from us again since they already know us and know that our products or services are of quality.
In fact, according to a study by Intershop , in Europe repeat buyers represent approximately 26% of an online store's revenue, a figure that rises to 41% in the case of e-commerce sites in the United States.
Therefore, we can create a remarketing list that collects all buyers and offer them products similar or complementary to those they have previously purchased.
How remarketing works
In Google AdWords , the easiest way is through Google Analytics by following these steps:
Link Google Analytics with Google AdWords.
In Analytics, go to Property > Audience Definitions > Audiences and create your own remarketing list.
Go to Google AdWords and when creating your campaign, choose the remarketing list you created in Audiences.
In Facebook Ads , it's also very easy:
Create the code in the “Pixel” section within the Facebook Ads Manager.
Insert this code between the <head> and </head> tags of your web page.
Launch your campaign by selecting the Custom Audience you want to target.
If you are interested in learning how to make ads on Facebook, here is a link to a Complete Guide + Tutorial on Facebook Ads . I also leave you the direct link to the official Facebook ads page .
Icon profitable business ideas on the internetTypes of remarketing strategies and ads
Now that you know how it works, let's look at different types of remarketing ads that you can start applying to your advertising campaigns to improve their performance right away.
Sequential remarketing in time
One of the techniques that works best in remarketing is to show different ads to users depending on the purchasing phase they are in.
Imagine that you are responsible for a marketing tool and you want to target people who have previously visited your landing page where you list all the features. However, you want to go further and make a different ad depending on the time that has passed since users visited your website.
In this way, people who leave our website will see advertisements during the first two weeks in which we will remind them of the characteristics and benefits of our product or service. With this, we will persevere with our message in interested users and we will have more possibilities of conversion.
In the third week, our ad will be different , as it will be focused on those users who are still reluctant to convert.
For these types of users, we can make an ad with a special discount to encourage them to take the step. We can link this ad to a special landing page where the price is lower and thus encourage them to convert more .
Example:
The user visits the landing page where the information about the tool is located → We insert the cookie → The user leaves our website
Week 1 : We show you an ad with the main features of the tool.
Week 2 : We show you an ad with the benefits you get from using our tool compared to our competition.
Week 3 : We show you an ad with a special offer and a 10% discount to encourage those who are undecided.
Best of all, we'll exclude previous remarketing lists from each other, so that users who have already converted before the discount phase won't complain when they see that we've offered a discount to certain users who took longer to take the plunge.
In the event that we only offer one product or service and the user is unable to purchase more, we must not forget to exclude the remarketing list of all converters, since in principle we are not interested in showing the ad to people who are already customers.
Remarketing for users who abandon their cart
If you have an online store, your goal is probably to sell as much as possible. However, in every purchasing process there is an inevitable loss of users. Whether it is because the shipping costs are too high, or because the final purchase price is somewhat more expensive than the competition, we can make those visitors come back if we give them an incentive .
Keep in mind that users who come to your store, add a product and go to the cart and checkout page, means they have a high purchase intent , so many of them will only need a little push forward .
This is where remarketing comes into play.
strategy with remarketing ads
If you're using AdWords to run advertising campaigns, you simply create a loadrunner protocol email address remarketing list of people who land on your cart final URL, but don't land on the typical /thank-you-for-your-purchase final URL .
This way, we can show specific ads to those users who were about to buy but didn't. For example:
Offering you free shipping costs .
Providing you with a discount on your next purchase.
Reminding you that you have abandoned the shopping cart halfway.
Dynamic Remarketing
In the previous example, we saw how to launch generic advertising campaigns offering discounts and free shipping to users who had abandoned a shopping cart. This is a good remarketing strategy to fine-tune and target advertising to people who are really interested.
But what would you think about being able to impact those same users with ads featuring the specific products they were about to buy? With dynamic remarketing, present on platforms like Google AdWords, this is possible.
adwords dynamic remarketing
And the best thing of all is that we will not only be able to show specific products, but we will also be able to include other dynamic fields through which we can further encourage purchases, such as the remaining stock, the price it had before and the current price, or even a countdown with the time left before the offer ends.
Another advantage of this type of advertising campaign is that we save time in creating and designing the ads, since in dynamic remarketing, they are automatically generated showing the products that the user visited without us having to do them by hand.
To do this in Google AdWords, you'll need to create a Google Merchant Center account and link it to AdWords. Next, you'll need to create a feed, which is a file in csv, .tsv, .xls, or xlsx format that includes all of your products and services, as well as any additional details you want to display. Finally, you'll need to add a special dynamic remarketing tag to your website.
Remarketing to buyers
If a person has already bought from you, but you still sell more products or additional services that are likely to be purchased by the same user, why not try to get them to buy from you again ?
When we sell something and the customer is satisfied with their purchase, there will be a much greater chance that they will buy from us again since they already know us and know that our products or services are of quality.
In fact, according to a study by Intershop , in Europe repeat buyers represent approximately 26% of an online store's revenue, a figure that rises to 41% in the case of e-commerce sites in the United States.
Therefore, we can create a remarketing list that collects all buyers and offer them products similar or complementary to those they have previously purchased.