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Remarketing is showing ads to people who have previously visited your website, used your mobile app, or if you can target them by their email address with their consent. Remarketing is also known as retargeting. It lets you show ads to people who have previously been in your site and or integrated with your CRM or your database. When people leave your site without buying, remarketing helps you reconnect with them and show them a relevant ad across different devices, different networks and hopefully bring them back into the fold.
By using remarketing, we show display ads on like the Google Display Network, or on YouTube videos to past site visitors. The functionality available on Display Networks is also available on YouTube, on Facebook, on Twitter, on LinkedIn, and premium retargeting. So, once you understand the concept of retargeting, we're able to do it on any of the other networks and apply it to our audiences there.
To build on remarketing, let's look at some methods of remarketing.
Just some benefits of remarketing.
So DoubleClick Campaign Manager, or DCM, is a Google product and we can retarget people based on Google lists within DCM on premium display campaigns. So that's where DCM comes into the mix there. And if we are an e-commerce store, and we do have, like, thousands and thousands of products, it would be impossible to get every single product online when people are looking at them, so that dynamic retargeting allows us to drive our entire product inventory into Google Shopping, into Google Merchant Center, and then we target people using dynamic shopping ads, which will show the product and the price and the landing page. All very effective ways to bring people back into the fold with a conversion focus.
So the other targeting types we had been speaking about, which were contextual and audience targeting tend to be more in that awareness piece, whereas remarketing is way more in the conversion piece. So you might invest a little bit more, a bit more aggressively, or take different actions on your remarketing than you would in those top-of-funnel campaign types.
In order to set up remarketing, we must first create the audience lists. So what we need to do to create an audience list is we need to add a piece of code to our website or to Google Tag Manager. This piece of code, or pixel as it's sometimes called, captures data about particular users on your site, such as where they've been and what they've done. We place this code on all sections of the website, and then based on the data, it is collected through cookies, we're able to segment our website into new different user lists and target those user lists differently.
Retargeting is the same on every single display network. You put a pixel on your site, you segment the cookies, or you segment the lists into the different parts of the site they've been on.
You can do it on Google Ads, which will feature in YouTube. You can import your Google Analytics into Google Ads. You can create your own retargeting on Facebook, LinkedIn, and Twitter.
So, once you understand broadly how to create retargeting, you're able to do it across all the networks.
The retargeting for Google Ads is found in the shared library, which is in the main menu at the top.
The retargeting for Twitter is found in the tailored audiences, in the audience section of the main menu. The retargeting for Facebook is found in the audience section of the assets library, in the main menu of Business Manager. Again, Business Manager is essential to any kind of deep dive Facebook activity we do. And LinkedIn, you can find your matched audiences in the audience section of LinkedIn Campaign Manager.
When you're retargeting in Google Analytics, you go to the admin section, and you can go to the Audiences tab in the property section of admin and define your audiences there. It's fairly straightforward, so you just build it based on a number of conditions such as they visited a certain page, they spent a certain amount of time, and you can use and/or conditions. So they visit a certain page, and they spend two minutes on that page. They've bought a product and they bought it again two months later, for repeat for purchases. So you're able to really deep dive into audience creation with GA.
Remarketing using Google Analytics allows you to deep dive into the type of behaviors that your audience might take on your site. You can also remarket on the GDN and YouTube.
Cathal Melinn is a digital strategist, lecturer, and trainer. He has over 15 years’ experience in eCommerce, social media, affiliate marketing, data analytics, and all things digital. He worked at Yahoo! Search in 2005 as a Senior Search Strategist for the UK Financial Services vertical. He moved to the world of agency in 2010 as Head of Search and Online Media. Cathal’s previous clients include Apple, Vodafone, Expedia, Virgin, Universal Music Group, Amazon, Compare the Market, and HSBC.
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ABOUT THIS DIGITAL MARKETING MODULE
This module introduces the key concepts involved in display advertising. It covers the advantages of different types of display platforms and demonstrates how to set up a display advertising campaign. It also explores the key considerations for targeting and bidding in a display advertising campaign, and how to report on and optimize campaign performance.
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