Remarketing (or retargeting) is repeated contact with an audience that’s already interacted with us. 

Why is it important? 

That’s because people who previously engaged with your offer or brand are more likely to purchase your product in the end. It may sound complicated but we are sure that you, as a user, are familiar with this concept in practice.

For example, recall how you can see ads for certain websites after having visited them only once – it seems like their offers are everywhere online. This is remarketing.

But that’s just one type of remarketing. There are a few of them, and in this article, we will take a closer look at all of them.

Remarketing campaign types

You can find various types of remarketing campaigns in Google Ads and Facebook Ads. These include:

Website retargeting

This one targets users who previously visited the website of the advertiser – as discussed in an example earlier.

CRM remarketing

CRM remarketing targets users by their contact info, i.e., phone number or email address, etc. Advertising platforms can easily find this information in profiles of their users. After all, everyone uses their cell phone numbers and email addresses to register on Facebook, Instagram, WhatsApp and various Google services.

The problem is that we’ll need thousands of contacts to create an audience that’s suitable for CRM remarketing. That’s because advertising platforms forbid targeting small groups of people based on the contact information. For example, Google allows that targeting only for advertisers who’ve spent $5,000 on advertising and have a history of using their Google Ads account responsibly.  Also, you must have at least 1,000 entries in your CRM database before you can try this type of remarketing in Facebook Ads.

Social media retargeting

Targeting users who engage with you on social media is also a great way of ensuring the effectiveness of your ads. For example, followers of your business page on Facebook, viewers of your YouTube videos, followers of your business profile on Instagram can all be shown your ads as a part of this campaign. 
You can also target people who engaged with your posts on Facebook and Instagram.

Display ads and video viewers retargeting

This involves retargeting users who saw your advertisements.  For example, we mentioned that you could target people who watched your videos on YouTube. It’s true for video ads on YouTube as well.

Why website retargeting is useful for businesses

  • It’s easier to track and reach site visitors than, for example, do the same based on their contact information.
  • You can collect data about the behavior of visitors from different sources – not only traffic from ad campaigns but organic search traffic and non-paid traffic from social media platforms as well.
  • You can create segments of users who are close to conversion. It can be challenging to do that with social media retargeting.
  • You can target visitors from one advertising platform in the other. For example, you can buy traffic on Google and target those visitors in a Facebook Ads retargeting campaign.

Here’s one more important thing you should know:  you don’t really own your Facebook business, or Instagram business profile, or your YouTube channel. It won’t take much for it to be suspended or even deleted by the platform that hosts it.

Your website, on the other hand, is a different story – it’s your property. It will continue to work for you as long as you keep paying for hosting and do not violate any laws.

Which website visitors you should target

For starters, you can target all visitors. But if your website is visited by thousands of users per day, so it’s a good idea to segment them for better performance.

Answer these questions to find your best target:

  • Who was close to conversion? E.g., users who abandoned the shopping cart or engaged with contact forms, etc.
  • Who was interested in particular products? 
  • Find them and you can show them an offer for the exact product that they were interested in. Who was the most active? Target visitors who trigger events in conversion tracking systems, download presentations and other files, and watch videos.

In the end

If you are connecting with your prospects on social media, working on website SEO, or buying traffic from advertising platforms - you don’t want to lose those users who didn’t buy after the first contact with your offer. 

Track them via remarketing and take another chance to convince them to purchase your product.