The Remarketing Guide for Dummies

visitors who convert


Lukt het jou niet om in één keer het gewenste conversiepercentage te halen? Dat is helemaal niet zo gek. Wist je dat bijna niemand bij het eerste bezoek aan je website overgaat tot aankoop? Denk in dat geval eens aan remarketing. Een simpele, maar zeer effectieve manier om twijfelende klanten alsnog over de streep te trekken. Bij Online Marketing Bureau Stramark zetten wij deze tool graag in om de huidige campagnes te ondersteunen. Uit ervaring blijkt dat effectief gebruik van remarketing uiteindelijk leidt tot meer interactie met de website. Nog belangrijker: het aantal conversies wordt aanzienlijk vergroot tegen aanzienlijk lagere kosten.

Remarketing, ook wel retargeting genoemd, is een zeer interessant online marketinginstrument. Het is een manier om jouw product of dienst opnieuw onder de aandacht te brengen bij een potentiële klant. Bezoekers op je website kunnen soms niet direct converteren. Door het actief volgen van deze bezoekers, en jouw retargeting banners weer te geven op andere websites vergroot je de kans dat de bezoeker alsnog jouw website bezoekt en converteert. Met dynamische remarketing ga je een stapje verder. Hierbij toon je advertenties met producten en services aan bezoekers die ze eerder op jouw site hebben bekeken.

Voorbeeld: een klant heeft bij zijn vorige bezoek aan de website geen aankoop gedaan. Met online remarketing kun je je campagne herhalen. Nog beter is om je eerdere bezoeker te bereiken met relevante tekst- en beeldadvertenties op externe websites. Door mensen te herinneren aan je site stimuleer je ze om alsnog over te gaan tot conversie (een aankoop, aanmelding voor de nieuwsbrief of een andere actie). Je kunt hen ook een speciaal aanbod doen, hierbij valt te denken aan een reminder e-mail (bijvoorbeeld: We missen je!).

Hoe werkt het?

Na de vraag “Wat is remarketing?’ vraag je je wellicht af: hoe gaat dat in z’n werk? Door middel van een cookie kan een bezoeker van je website voor een bepaalde periode gevolgd worden. Vervolgens wordt aan die bezoeker een beeld of tekstadvertentie getoond als hij/zij een site zoekt in het Google Display Netwerk. Dit gebeurt met een bepaalde frequentie en kan vooraf ingesteld worden.

Voor vrijwel elk bedrijf dat adverteert is dit interessant, omdat de kosten voor het volgen van de bezoeker erg laag liggen tegenover het CPC-model (cost per click). Deze methode is effectief voor producten of diensten waarbij het beslissingstraject langer is. Zo blijf je bij de bezoekers ‘on top of mind’.


How Remarketing Works?

When you create a campaign with a particular ad network, the network will provide you with a small piece of code (called a pixel tag) to add to your website. Every time a new user visits your site, the code will drop an anonymous browser cookie and the user will be added to your retargeting list. When the same user visits another site that hosts display or native ads from your ad network provider, the system will serve your ad to this particular user. This will occur as long as you have an active campaign running.

Google’s move to shut down the use of third-party cookies will impact the ability of marketers to remarket. That’s why it is important to advertise on platforms based on the use of first-party data that allows tracking. Although the move to a cookieless world has been somewhat delayed, it is still important to start planning now for tools and tactics that will allow you to remarket in the future.

What are remarketing pixel tags?

Pixel tags are those small pieces of code on a webpage that enable websites to place cookies. Cookies are ‘crumbs’ left by website visitors. Every visitor has a unique yet anonymous ID, so their website activity can be tracked by their trail of cookies. In remarketing, the ad server can access the visitor’s ID and save it to the relevant remarketing lists.

What is a remarketing list?

A remarketing list is a list of website visitors who perform a certain action or on your site. For example, a “Homepage” remarketing list comprises all the visitors to your homepage over a specified period. As the visitor lands on your homepage, their cookie is added to the remarketing list.

Benefits of Remarketing

Your website may be attracting lots of traffic, but the fact is, the average conversion rate for first-time visitors is low. According to research on ecommerce sites, the conversion rate is just 2.86 percent. What does this mean? Although you’re getting the traffic, you’re not getting the sales. Remarketing is your best option to capitalize on all that lost traffic.

Targeting people who have already shown an interest in your business is one of the most effective ways to remind them to come back to your site. Retargeting can be used in all verticals and industries, though it is obviously an important tactic in e-commerce. Check out this success story of a European fashion retail and e-commerce chain that saw a 66% increase in conversion rate by retargeting their customers on the Outbrain network.

Pro tip: Use remarketing ads to offer special deals that were not available on the first visit to your site, like a discount coupon, “buy one, get one free”, or some other offer to entice the customer.

When should I use remarketing?

When to remarket? That’s a great question – and a tricky one. Some marketers use the “always on” tactic, meaning they constantly run a remarketing campaign for all users who visit their website but don’t convert (ie. don’t make a purchase, or complete a form, or download an asset).

But many marketers opt for a more advanced and personalized approach to remarketing. You can focus your remarketing campaigns according to predefined criteria. For example, you may want to run remarketing campaigns only for visitors who land on certain pages, such as a particular product page, or only for users who visit your website at a certain time of day or year (for example, during a special sales period). It will really depend on your overall strategy, and what you’ve got going on at a given time.

Pro tip: With remarketing, it’s really important to avoid ‘overkill’. You don’t want to risk annoying potential customers by showing them too many ads. Put a cap on how many ads can be seen by each user – no more than two to three a day.

Where can I retarget my customers?

Remarketing is a great way to increase ROI on your ad spend. If your budget is limited, or if you already feel you’ve paid enough for that first click, you can experiment and finetune your approach for remarketing purposes.

Pro tip: Dig into your data and find out which devices, OS and even geo locations bring you the highest conversion rate. Create remarketing campaigns according to these segments, and see how they perform. You may well be able to reduce your costs and increase your conversion rate, at the same time.

The reason why visitors to your website didn’t convert is something you can never really know for sure. Maybe they became distracted and simply left. Maybe they didn’t like the offer. Maybe the offer was outside of their budget range. Maybe they are just browsing now, but plan to purchase in a few months. Whatever the reason, retargeting/remarketing is a great way to keep your business or brand at the front of their minds. Keep giving them reminders and reasons to come back. Eventually, they might! Then you’ll be on your way to generating more leads, conversions and sales for your business.

The Different Types of Remarketing

  • Video Remarketing (Google Ads): Your ads are shown as pre-roll video ads on YouTube and other Google display partners to people that have previously visited your site.
  • Search Remarketing (Google Ads): Your ads are shown at the top of the search engine results when someone who has already visited your site searches for specific terms or services.
  • Display Remarketing (Google Ads): Your ads are shown as display ads on other websites within the Google display ad network.
  • Dynamic Remarketing (Google Ads): Boost your results with dynamic remarketing, which takes remarketing to the next level with ads that include products or services that people viewed on your website or app.
  • Social Media Remarketing: You can use LinkedIn remarketing, Facebook remarketing and Pinterest remarketing to serve ads to people who have visited your website while they browse those social media channels and partner websites.
  • Customer List Remarketing: With both social media marketing and Google Adwords remarketing, you can upload lists of contact information that your customers have given you. When those people are signed into Google or that specific social media site, you can show them ads across different websites or on that social platform.
  1. Segment your remarketing lists: when you’re setting up your remarketing tag, make sure you differentiate between different pages. For example, separate people who have visited “air conditioning repair” and “furnace repair” pages for a more personalized experience.
  2. Tailor your ads to your remarketing strategy: Your creative strategy is just as important as your remarketing list strategy. Make sure your ads are relevant to the audience you’d like to reach, have the same look and feel as your site, and have a compelling call-to-action.
  3. Test different ad platforms, sizes, and formats: To reach as many customers as possible on the web, create different types of ads for your remarketing campaign in multiple sizes and placements. Then test which formats, platforms, and sizes work best for your campaign.
  4. Upsell to current customers: Your existing customers are your most loyal customers, and are the ones most likely to purchase other products and services from you. I recommend creating a list of current customers and using it to upsell new products or advertise discounts.
  5. Schedule your ads for when your target audience is most likely to see them: Not all hours of the day are created equal. While Baby Boomers may be most active in the morning, Gen-Z may not be up for ads until mid-afternoon.
  6. Invest your advertising dollars on the platforms and websites that show results: I can’t stress this enough. If your Google remarketing cost is higher for one or two websites or platforms but your ads aren’t getting enough conversions to justify the investment, STOP. This is where the importance of testing different platforms and websites comes in. Yes, remarketing works, but only if you’re targeting the right people at the right time on the right platform.


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