<p style="text-align: left;"><strong>What is remarketing?</strong></p>
<p style="text-align: left;">Remarketing is an effective way to deliver targeted ads to a specific audience that previously visited your website – they have moved on to browsing other sites on the internet. Most first -time users don’t actually take a conversion action, be it in case of purchases or a desirable response to a relevant call to action (CTA).</p>
<p style="text-align: left;">This is where remarketing steps in to work its magic. It helps in reconnecting customers to your business by repeatedly and systematically presenting them with relevant ads, as they use apps or casually browse online.</p>
<p style="text-align: left;"><em>So, the goal of remarketing is to take the air of interest a user has in your product or service, and turn that into a conversion.</em></p>
<p style="text-align: left;"><strong>Types of remarketing</strong></p>
<p style="text-align: left;">There are a wide range of remarketing strategies to choose from. Following are the important ones:</p>

<ol style="text-align: left;">
 	<li><strong>Standard Remarketing</strong>–Ads are displayed to past visitors when they use Display Network apps or Display Network websites.</li>
 	<li><strong>Dynamic Remarketing -</strong> Displays ads specifically for a product or service that a customer views on your website. This method is designed especially for e-commerce websites, where visitors might leave online stores without making any purchases.</li>
 	<li><strong>Mobile App Remarketing - </strong>Ads are shown to people who have used your mobile app and this drives successful conversion.</li>
 	<li><strong>Remarketing Lists For Search Ads -</strong> After visiting your website and leaving without converting, users usually do follow up searches on Google for the same product or service. This method displays relevant ads to these users.</li>
 	<li><strong>Video Remarketing - </strong>Displays personalized ads to users based on their past interactions with your videos or YouTube channel.</li>
 	<li><strong>Email Remarketing - </strong>This is suitable for businesses that use email marketing or if the advertiser has a list of email ids of customers who show interest in your product. Using Google customer match, we can deliver remarketing ads to users who provide their email information. Since these users have already expressed their interest in your product or service by providing their email addresses, they assume a higher priority than the average user. So, delivering ads to remarketing lists made up of these users opens up doors to higher CTR and overall conversion rates.</li>
</ol>
<p style="text-align: left;"><strong>How does remarketing work?</strong></p>
<p style="text-align: left;">Remarketing works by placing cookies on your target customer’s machine, and they will be shown relevant ads as they browse the web. Finding the users that show interest in your products or services is the key to success here. They are more likely to successfully convert as compared to first time users.</p>
<p style="text-align: left;">Take an instance where visitors takes a look through your online store. They might click on products they are interested in and even add them to the shopping cart. But very often, they leave without checking out and making a successful conversion. The product is left in the bag and the visitor exits your store to browse other sites.</p>
<p style="text-align: left;">As the visitorsbrowse through other sites, they are met with relevant ads from your website, reminding them of the pending purchase. It is possible that these ads might lead them to revisit your website to complete the purchase.</p>
<p style="text-align: left;">Two of the most important ways to identify target customers to make optimum use of your remarketing ad campaigns are:</p>

<ol style="text-align: left;">
 	<li>Choosing your customers – To create an effective remarketing strategy, you need to first analyze the data generated by your business and carry out research to pin point what works best to serve your interests. You should take into consideration your entire customer base, but make good decisions regarding which customers you would like to target and which ones you wouldn’t.</li>
</ol>
<p style="text-align: left;">Visitors are usually targeted based on the following points:</p>

<ul style="text-align: left;">
 	<li>Based on the product page a user visits</li>
 	<li>Based on the page a visitor is on right before making a desired decision</li>
 	<li>Based on pages that aren’t visited</li>
 	<li>Based on page URL’s</li>
</ul>
<ol style="text-align: left;" start="2">
 	<li>Setting up remarketing codes – Since remarketing works by placing cookies on the visitor’s machine, you need to first generate the code to place these cookies. These can be easily generated inside Google Analytics or AdWords, and involves a simple step of placing a single code on each page. This is called a run of site code. This is similar to the code Google Analytics uses to monitor site traffic, with minor modifications.</li>
</ol>
<p style="text-align: left;">Getting a remarketing code from Google Analytics can help you set up remarketing lists based on desired goals rather than pages visited by users. This minimizes the amount of time and code required for your site.</p>
<p style="text-align: left;"><strong>Remarketing lists</strong></p>
<p style="text-align: left;">A remarketing list holds a collection of cookies from website visitors. It is from this list, that you target your ads at potential customers.</p>
<p style="text-align: left;">Here’s how you can make a remarketing list in AdWords:</p>

<ol style="text-align: left;">
 	<li>Go to the “shared library” in your AdWords account and click on “Audiences”. Select “New Audiences” from there.</li>
 	<li>In ‘‘New Audiences”, choose “remarketing list” to create a new one. Name the list and generate the code which is to be placed on the appropriate web page.</li>
</ol>
<p style="text-align: left;">If you place the code on a specific product page, then it targets only the visitors who enter that particular page.</p>
<p style="text-align: left;"><strong> </strong><strong>When might this strategy work?</strong></p>
<p style="text-align: left;">Remarketing works best if the following conditions are met.</p>

<ul style="text-align: left;">
 	<li><strong>You have a high value product</strong></li>
</ul>
<p style="text-align: left;">Google AdWords bids can be quite expensive for remarketing, because you are competing against several advertisers, to ‘reshow’ your ads. So, if the product is inexpensive and profit margins are thin, remarketing wouldn’t be effective.</p>

<ul style="text-align: left;">
 	<li><strong>Your product or service has a relatively long time horizon</strong></li>
</ul>
<p style="text-align: left;">The whole point of remarketing is to re-show your ads to visitors who did not convert on their first visit to the website. Re-showing ads works best if the services on offer have a pretty long decision curve for the average customer.</p>
<p style="text-align: left;"><strong>Measuring success</strong></p>
<p style="text-align: left;">Once you create an ad for a target audience, it is important that you know exactly what you hope to achieve with it and how you can measure the success of your efforts. Relevant ads increase traffic to your website, increase sales, generate ROI (Return On Investment) and enhance visibility of your brand. Depending on your goals, you need to focus on specific areas that need improvement. Major remarketing goals are as follows:</p>

<ul style="text-align: left;">
 	<li><strong>To increase web traffic </strong></li>
</ul>
<p style="text-align: left;">If your goal is to increase the number of site visitors, then you need to focus on click numbers, click-through rates and search terms. Getting a read on the click–thru rate (CTR) and number of clicks lets you see the rise and fall in numbers.</p>
<p style="text-align: left;">If you aren’t happy with the numbers you see, find out where you are falling short. Click numbers can be boosted by developing better ad text, a more organized approach to ad groups for products, working with common themes etc.</p>
<p style="text-align: left;">Smaller lists can be created that contain relevant keywords that give rise to compelling ad text.</p>
<p style="text-align: left;">You can also check through AdWords for a list of customer search terms that trigger your ads and use these as new keywords.</p>

<ul style="text-align: left;">
 	<li><strong>To increase sales and conversions</strong></li>
</ul>
<p style="text-align: left;">Remarketing campaigns created to increase conversions or specific product sales should focus on available conversion data and website landing pages.</p>
<p style="text-align: left;">Pay close attention to this data and spot the causes of low conversion.</p>
<p style="text-align: left;">Bad content quality, improper use of keywords, low quality of the landing page etc. are all causes of low conversion.</p>
<p style="text-align: left;">Once you figure them out, update your ad campaigns accordingly with appropriate enhancement and modifications.</p>

<ul style="text-align: left;">
 	<li><strong>To increase brand awareness</strong></li>
</ul>
<p style="text-align: left;">To increase brand visibility, you need to focus on reach and frequency, customer engagement and brand impression. Remarketing campaigns can then be created to get some buzz going around the brand.</p>
<p style="text-align: left;">Improving ad reach is the next important step in driving brand popularity and impression. Once you do that, you need to determine the number of clicks you get on your ads.  To measure the engagement, check the CTR for search network campaigns and conversions for display network campaigns.</p>

<ul style="text-align: left;">
 	<li><strong>To increase Return On Investment (ROI)</strong></li>
</ul>
<p style="text-align: left;">Focusing on conversions helps you generate more ROI with your remarketing campaigns. Determine the areas that need to be reworked. Develop and optimize these areas to increase ROI.</p>
<p style="text-align: left;"><strong>Conclusion</strong></p>
<p style="text-align: left;">Remarketing should not be seen as the magic pill that cures loss of sales and boosts website traffic. Your products, the website design, blog content and conversion funnel all need to be optimized to give the best results.</p>
<p style="text-align: left;">But remarketing is an invaluable tool to remedy visitor abandonment, when your product is relevant and valuable to your target audience.</p>
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