Remarketing, also known as “Retargeting”, plays an important role in successful online marketing. Behind it lies the art of specifically addressing website visitors with display ads in order to motivate them to another visit and ideally a conversion. To succeed in remarketing it has to be considered at the beginning of a campaign and the technical set up and goals of the respective campaign need to be defined precisely. Our experts will support you and guide you through the planning and implementation phase so that your remarketing strategy is most efficient and successful.
Addressing users again – How Remarketing works
The first step towards remarketing is to correctly gather user data. Via Website tracking or RLSA (“Remarketing Lists for Search Ads”) data is collected anonymously. For example, users who clicked on an ad can be tracked and addressed again. If Google Ads and Google Analytics are used, the tools can be connected which enables you to create remarketing lists according to e-commerce data or segments and use them for classic or dynamic remarketing via Ads. Rule-based lists however can also be created in Google Ads itself.
Remarketing can be performed in different channels and on different platforms such as RTB Remarketing, Google Remarketing or Criteo, which is a tool that has its own display network. Cross-channel solutions are also about addressing customers via other channels, e.g. via Facebook Ads, if they have previously clicked on an AdWords ad.