Digital Marketing - Study Notes:
What is remarketing?
Remarketing, also known as retargeting, allows you to show ads to people who've previously visited your website or used your mobile app. You can also use the email addresses from your CRM or email database to retarget past customers who have made online or offline purchases, depending on the data available.
When people leave your website without buying anything, for example, remarketing helps you reconnect with them by showing relevant ads across their different devices. By using remarketing, you can show display ads, GDN banner ads, and YouTube videos to your previous site visitors.
Remarketing functionality is available on all display networks, including Facebook, Twitter, LinkedIn, and premium retargeting options like AdRoll and Criteo. However, you can't share lists across networks if they are owned by different corporations. For example, Google lists don't work on Facebook, but YouTube lists work on the GDN, as both are owned by Google.
Remarketing options
You have several options when remarketing on the Google Display Network. These include:
- Standard: With standard remarketing, you show ads to your past visitors as they browse Google Display Network websites and use Display Network apps.
- Dynamic: You can boost your results with dynamic remarketing, which takes remarketing to the next level. Show your previous visitors ads for the products or services that they viewed on your website.
- Mobile apps: With this option, you show ads to people who have used your mobile app or mobile website as they use other mobile apps or browse other mobile websites.
- Video: You can show ads to people who have interacted with your videos or YouTube channel as they use YouTube and browse Google Display Network videos, websites, and apps.
- Email list: Known as Customer Match, you can upload a list of email addresses that your customers have given you. When those people are signed in to Google Search, YouTube, or Gmail, you can show them ads.
Benefits of remarketing
Whether you’re looking to create new demand and drive sales activity, increase registrations, or promote awareness of your brand, it can be beneficial to include remarketing in your advertising campaign. It can drive return on investment (or ROI) for all types of advertisers.
Other benefits include:
- Access to people when they're most likely to buy: With remarketing, you can reach people after they've interacted with your business. This could be when they're searching for your product, visiting other websites, or using other mobile apps. Google Ads remarketing provides timely touchpoints to drive customers to your website and app when they're most engaged.
- Reach customers when they're ready to buy: You can reach your customers when they're ready to buy and actively searching for you by sharing Google Display, YouTube, and Google Analytics audiences with Google Ads Search. This allows you to show ads to previous visitors who are actively looking for your business on Google.
- Large-scale reach: You can reach people on your remarketing lists across their devices as they browse.
- Lists tailored to your advertising goals: Remarketing allows you to customize your remarketing lists to achieve specific advertising goals. For example, you can create a ‘shopping cart abandoners’ list to show ads to people who added an item to their shopping cart but didn't complete the transaction.
- Efficient pricing: You can create high-performance remarketing campaigns with automated bid strategies like target CPA and ROAS.
- Real-time bidding: Real-time bidding calculates the optimal bid for the person viewing your ad, helping you win the ad auction with the best possible price. This is available on the GDN, with some programmatic buys, and when using automated bidding strategies in ad-serving tools like Campaign Manager 360.
- Easy ad creation: With dynamic remarketing campaigns, you can create dynamic display ads which show your product image, price, and landing page, all of which are extracted from the XML product feed. This is available on the GDN, Facebook, and premium remarketing networks like Criteo.
- Insights into your campaign: Remarketing provides you with reports on how your campaigns are performing, where your ads are showing, and what price you're paying.
Brooke Hess
Digital Marketing Strategist and VP of Paid Media (NP Digital)
Brooke Hess is a highly skilled and passionate digital marketer with an extensive background in the paid media space. While leading a team of Directors across strategy, paid social, paid search, and programmatic media, Brooke oversees paid media strategy for priority clients and develops effective strategies for new clients. Brooke is also recognized as a high achiever in providing effective educational opportunities for paid media professionals to ensure they get the most from their paid media strategies.
Neil Patel
Neil Patel is the co-founder of NP Digital. The Wall Street Journal calls him a top influencer on the web, Forbes says he is one of the top 10 marketers, and Entrepreneur Magazine says he created one of the 100 most brilliant companies. Neil is a New York Times bestselling author and was recognized as a top 100 entrepreneur under the age of 30 by President Obama and a top 100 entrepreneur under the age of 35 by the United Nations.
Clark Boyd
Clark Boyd is CEO and founder of marketing simulations company Novela. He is also a digital strategy consultant, author, and trainer. Over the last 12 years, he has devised and implemented international marketing strategies for brands including American Express, Adidas, and General Motors.
Today, Clark works with business schools at the University of Cambridge, Imperial College London, and Columbia University to design and deliver their executive-education courses on data analytics and digital marketing.
Clark is a certified Google trainer and runs Google workshops across Europe and the Middle East. This year, he has delivered keynote speeches at leadership events in Latin America, Europe, and the US. You can find him on X (formerly Twitter), LinkedIn, and Slideshare. He writes regularly on Medium and you can subscribe to his email newsletter, hi, tech.
