It's obvious - the greater the frequency of contact with an advertising message, the greater the likelihood of a sale. I'm sure you yourself have been confronted with this type of situation more than once. You look at a product on the web, but you hesitate to buy it - perhaps you already have it in your shopping basket, but you give up. Then, while browsing the Internet, you come across an advertisement for that product. Often you then reconsider the purchase and decide to go for it. This is what remarketing looks like from the customer's point of view. However, this is a very cursory view. Read our article to find out exactly how remarketing campaigns work, how we divide them up, and what they have in common with SEO.
What is remarketing?
Remarketing is one of the tools of modern marketing. It allows reaching potential customers who have already visited the site in the past but have not converted on it. Advertising messages follow such a person step by step - they are displayed not only on other websites, but also on social media. These messages are primarily distinguished by strong personalisation - they show a product that the user has already seen before and encourage them to buy it. Remarketing is about targeting those who have visited not only websites but also mobile applications.
Wondering how you know who has visited your pages? Cookies are the answer. So-called cookies are responsible for collecting information about web users. To be able to carry out remarketing activities, it is necessary to add a piece of code (tag or pixel). As a result, site visitors will be sent to the remarketing list. Importantly, the code itself can be modified and more than one list can be created (e.g. tailored to the age or interests of potential customers).
Types of remarketing
Standard remarketing
Standard remarketing, also known as static remarketing, is characterised by the fact that only the addressees of the message change, but the message is only one. How to set up a remarketing campaign in Google Ads step by step?
Dynamic remarketing
This type of remarketing does not generally target those who have visited your pages, but allows you to targeting of advertising to those viewing a particular product/service. Thus, it can be said that dynamic remarketing is simply a more advanced variation of the standard version. It is therefore more difficult to implement - it usually requires the services of a programmer or web developer. As the name suggests, the advertising message is dynamic, i.e. it modifies according to the profile of the recipient.
Video remarketing
Popular video remarketing allows you to display advertising messages to those web users who have ever interacted with your YouTube channel. Such adverts will show not only when using YouTube and watching videos, but also when browsing sites and apps on the ad network.
RLSA
The last type of remarketing campaign you will read about in our article is Remarketing List for Search Ads. This is a very effective and common solution, especially for e-commerce. RSLA is a remarketing that we can use with Google Ads campaigns. It makes it possible to distinguish between users for whom our website is a complete stranger and those who have already visited it in the past, but are still in the process of searching online. They will come across the ad on, for example, review sites or comparison sites.
What are the benefits of remarketing?
Surely you are already familiar with the marketing principle of it is far easier (and cheaper) to retain a customer than to acquire a new one. This principle can confidently be applied to remarketing - after all, it is a powerful tool in the 'fight' for customer loyalty. Collecting data makes it possible to return to them with strongly tailored advertising - products they have already purchased or related to in the past. This is how you work to build personalised, long-term and fruitful relationships.
Of course, the main advantage of remarketing is increase conversions on the website. "Remarketing" with your offer to people who have already shown interest in it at some point in the past has a real impact on the return of abandoned products and services. With the help of remarketing, you will reach those who have at some point "stuck" in the sales process and, using a tailored message, convince them to make a purchase.
How does remarketing link to SEO?
If we look at remarketing and SEO we can immediately see what these activities have in common. It is a common goal - reaching Internet users who are looking for specific products or services. However, they differ in the measure of success. In the case of SEO, success is measured when Google ranks your website high in the search results for a given phrase. In a remarketing campaign, on the other hand, the desired result is a conversion - a click on an ad or the completion of another action such as a purchase. At the end of the day, the main objective is one. increase sales.
The symbiosis of SEO and remarketing is a holistic approach to gaining even more customers. How do these activities support each other? Simple! Thanks to SEO, your sites can be ranked high in Google and you will reach your audience in this way. However, only a small percentage of them will make a transaction on their first visit. This is where remarketing comes into play. As a result, a personalised ad reaches a person who has not previously made a purchase. The potential customer can then return to the company's website and complete the purchase.
Remarketing and SEO - elements of an effective digital marketing strategy
By combining SEO and remarketing, you will be able to gain a significant advantage over competitors who limit themselves to only one of these activities. By nurturing high search engine rankings and targeting tailored ads to users, you will not only generate traffic and increase sales. You will also improve brand recognition and strengthen your presence in the awareness of Internet users.
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