{"id":494,"date":"2017-04-24T11:12:33","date_gmt":"2017-04-24T08:12:33","guid":{"rendered":"https:\/\/rees46.com\/blog-en\/?p=494"},"modified":"2017-05-12T19:00:32","modified_gmt":"2017-05-12T16:00:32","slug":"remarketing-if-internet-ads-were-salesmen","status":"publish","type":"post","link":"https:\/\/rees46.com\/blog-en\/2017\/04\/24\/remarketing-if-internet-ads-were-salesmen\/","title":{"rendered":"Remarketing: If Internet Ads Were Salesmen"},"content":{"rendered":"

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Despite its rich history some online stores still don’t use remarketing. There is a reasonable explanation for that \u2013 they just don\u2019t know how it works. Hence they don\u2019t know why they need it. Let\u2019s hit that topic and answer the essential questions while showing you why exactly proper remarketing tools are vital for one of the most important KPIs in eCommerce \u2013 LTV.<\/span><\/p>\n

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What Is Remarketing?<\/span><\/h2>\n

Remarketing is a marketing strategy\u00a0to work with the part of your audience that already interacted with your brand. People, who have visited your website at least once, browsed through your product catalog or searched for something, even started an order but for some reason dropped out in the middle.<\/span><\/p>\n

A good example is a display ad reaching out to the customer on some other website he often visits. It catches the eyes and actively sells the customer what he wanted yet failed to buy. <\/span><\/p>\n

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Everybody saw them. On numerous sites, in social networks. Display ads are majorly responsible for that \u201cBig Brother Is Watching You\u201d feeling.<\/span><\/p>\n

Retargeting or Remarketing? Is There a Difference?<\/span><\/h2>\n

Nope. These two words describe the same concept, except that \u201cRemarketing\u201d was launched\u00a0by Google.<\/span><\/p>\n

Retargeting means you find your target again. Remarketing means a second marketing attempt at the same person. The action is the same \u2013 a targeted campaign to hit a particular segment (people, who have interacted with the brand). Once the source and the target are established, you apply a standard marketing toolset.<\/span><\/p>\n

Is Remarketing Display Ads Only?<\/span><\/h2>\n

In short, no. Remarketing is so much more. It is a broad concept involving a wide set of different channels to work with a particular segment.<\/span>
\n<\/span><\/p>\n

The toolset is very wide too:<\/span><\/p>\n

    \n
  • Display ads in affiliate networks and social networks<\/span><\/li>\n
  • Automated trigger emails<\/span><\/li>\n
  • Automated trigger web push notifications<\/span><\/li>\n
  • Automated mobile push notifications<\/span><\/li>\n
  • SMS <\/span><\/li>\n
  • Various mobile and desktop messengers<\/span><\/li>\n
  • etc.<\/span><\/li>\n<\/ul>\n

    The only rule is that the tool must be designed to reach the target audience.<\/span><\/p>\n

    Display Ads vs. Remarketing<\/span><\/h2>\n

    Is there a difference between regular display ads and remarketing through display ads? Yes, there is. Regular display ads are used to\u00a0attract a new visitor. The keyword is \u201cnew.\u201d <\/span>\u201cBuy me! I look so good. I\u2019m the best laptop on the market. I know you’ve read a lot of reviews and you know it!\u201d<\/span><\/i> \u2013 this kind of message<\/span>.<\/span><\/i><\/p>\n

    Remarketing display ads are meant to remind about the brand, show the path to return to the store and finally make the purchase. \u201c<\/span>Remember me? I\u2019m the laptop you looked at for so long in that store. Don\u2019t you think it\u2019s time you bought me? Right now, only for you, I go with a 15% discount!\u201d \u2013<\/span><\/i>\u00a0that\u2019s remarketing.<\/span><\/p>\n

    Both can be very precise in targeting. For one, if you were looking through laptops for gaming, you could get this ad:<\/span><\/p>\n

    \"\"<\/p>\n

    This is a regular display ad, not remarketing<\/span><\/i><\/p>\n

    And the next example is a Facebook remarketing ad. It shows after you\u2019ve taken an interest in a particular product at a certain online store:<\/span><\/p>\n

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    They both look the same, but they both are designed to reach different goals.<\/span><\/p>\n

    How Does an Ad Find the Target?<\/span><\/h2>\n

    Any customer can be traced by the on-site behavior: browsing events, cart events, purchase events and so on. No personal data used, no worries. All that is possible because of the cookies any modern website has. Accepting your cookie policy, the visitor agrees his on-site behavior is stored for future analysis. Remarketing relies on the cookies to determine what the visitor took an interest in and what ads to show on the sites most visited by this person.<\/span><\/p>\n

    How Does an Ad Know Where to Show?<\/span><\/h2>\n

    Website owners do not per se sell any ad slots, directly to the advertiser. A site owner can offer to add to his site your banner and show it to everybody. That’s about that. Targeting? No, sorry!<\/span><\/p>\n

    This is why there are special advertising networks. Google DoubleClick for example. They have every tool needed for proper remarketing. Site owners simply join the network and add a new advertising slot getting their share for that. Everything else is done by the network, automatically: choosing the highest bidder (advertiser) for the slot, publishing your ads and making sure it\u2019s shown only to your target audience (people, who visited your site).<\/span><\/p>\n

    Common Remarketing Problems\u00a0<\/span><\/h1>\n

    Remarketing has its flaws, like everything in this world. This video is a good illustration of those flaws:<\/span><\/p>\n