Surely you have heard of remarketing, a strategy that consists of reaching back to people who had some contact with a brand, product, or service. How? Basically through Internet ads or email marketing campaigns that keep the company’s image fresh in the memory of potential customers, generating new opportunities to make a sale.
It is a digital marketing strategy widely used today, with which we are reached without realizing when being connected to the Internet, this through the famous cookies that are stored in the navigation applications of the devices. Surely you have ever visited an online store and left it without making a purchase; But the next day, when browsing a news site or a social network, you receive ads from the page you had seen.
As we mentioned, remarketing campaigns are essentially carried out through Google Ads and email marketing platforms. But before we focus on the tools, the first thing we must do is define who we are going to target when segmenting our audience.
- Awareness: users looking for information about a certain product or service, but without any purchase intention.
- Consideration: when someone is looking for information about products and services they want to buy.
- Purchase: when the visitor makes a purchase.
- Loyalty: when the user is already a loyal customer and intends to make more purchases.
With this clear picture, experts recommend segmenting databases according to the objectives of the different remarketing campaigns, and the type of relationship that current and potential customers have with the brand. Only in this way will we ensure that we send the right message, that the campaigns are well-targeted, and that we will be able to measure the results well.
Some categories that we can use are:
- Contacts who are subscribed to a blog.
- Store users who signed up but never made a purchase.
- Store users who loaded products to the cart, but did not make a purchase.
- Customers who made a purchase and never returned to the online store.
- Customers who make a purchase every week, or every month.
Remarketing campaigns in Google Ads
With Google Ads, you can serve ads through two broadcast networks: the Display Network and the Search Network (the Google search engine and its search partners).
The Display Network is made up of millions of websites; for example, from news, video, emails, and social networks where banners and pop-ups may appear.
The Search Network works on the Google results page, at the top of which are paid ads. They have a simple text format, but also very good conversion possibilities.