For years there has been talk of the remarketing and retargeting concepts in the field of online advertising. However, with the arrival of the famous Facebook pixel, it seems that it has become more popular than ever, but there are still many doubts and confusion about what to refer to with each of the two terms. Therefore, with this post, we want to help you understand both formats, their similarities and differences, as well as ways to implement this type of online advertising and their advantages.
What is remarketing?
It consists of knowing the interest of a user (because they have clicked on a specific link, entered a specific landing or page of our website) and show them the product, service or other related products that may be of interest through various channels. communication routes. What’s more, although we tend to always focus on the online world, the truth is that this marketing technique has existed for a long time, before the Internet existed. In other words, we can even use offline channels to show that product/service information that we know may be of interest to our potential client.
An example in the offline field could be when you participate in a raffle giving your personal data and obviously interested in a specific product, and then they call you or send you a postal mail giving you related sales information.
What is retargeting?
The IAB defines it as “the use of a tag, pixel, and other code to allow a third party to recognize specific users outside of the domain where the activity was collected.” In other words, we could say that it is the online advertising that we carry out taking into account the interests that users have shown when searching or browsing certain websites. But be careful, it is not only used to advertise online on other websites that make the user visit us again, but we can also use other techniques such as: email marketing, reminders of abandoned carts in the online store or advertising on social networks.
Similarities and differences between remarketing and retargeting
Although in general terms it may seem that these are two very similar marketing techniques as they share the objective of re-impacting a consumer who has shown interest in a brand, product or service, the truth is that there are certain differences between remarketing and the retargeting:
- Remarketing is a broader concept than retargeting, since it takes into account various impact channels while retargeting focuses solely on digital platforms. We could say that retargeting is a type of remarketing.
- Remarketing also takes place in the offline environment, while retargeting concentrates its activity solely on the Internet.
- Both serve to identify user interests and use them to improve sales.
- Both formats allow customers to be segmented by offering them products and services based on their interest.
Types of retargeting
- Site retargeting: It is the most classic and well-known of the formats, but also the most hated by many users. It consists in that when the user visits our website we put a cookie on him and then… we overwhelm him with ads about the product he visited for weeks! This type of retargeting works very well for branding, but if we want sales we will need to be more subtle.
- Dynamic retargeting: You will surely know it from the use made of it by large ecommerce companies such as Amazon. It is a variant of the previous one that has a little more subtlety so as not to tire the user. It allows the creation of multiple dynamic advertisements from a wide catalog of products.
- Social retargeting: It is about the advertising carried out through the dynamic ads of Facebook and pixel, or the Twitter custom audiences.
- Search retargeting: It is the advertising that we can carry out based on the searches that users carry out.
- Email retargeting: It is the sending of personalized emails based on web browsing or other information that we have of a user.
- CRM retargeting: It allows you to compare your email lists with huge cookie pools that the large retargeting platforms have in order to have even more user data and be able to impact them in an even more segmented way.
How to do remarketing or retargeting advertising campaigns?
The most important elements of this type of campaign are:
- Advertisement: It is important to make a variety of ads according to the different segments and interests detected. In addition, the more dynamic they are, the better they will be so as not to tire the user by showing them the same product at all times for a whole week (a very common mistake made by advertisers).
- Landing page: If you get the user to be interested in the product once more by clicking, it is important that you retain it! Depending on the type of products, you can offer a hook to get their email or other data that allows you to continue your remarketing campaign more closely.
- Segmentation: the more segments you have, the more possibilities to optimize your CTR you will have.
That said, and if you already want to get started in this wonderful world of segmented advertising and knowing the interests of users well, we recommend that you take into account these channels, providers and tools:
- campaigns of display remarketing with the Google Adwords ad network
- Advertising campaigns with facebook ads and its famous pixel.
- web retargeting
- Detect user interests and then show them in advertising on other pages.
- Detect user interests to show it on future visits to our page.
- Show “related products” tailored to the interests of the user.
- Retargeting by email:
- Shopping cart abandonment email.
- Up selling email (product similar to the one purchased or visited) / cross selling (complementary product to the one purchased or visited).
- Discount email for visited product.