What is remarketing and how to configure it
What is remarketing
What tasks does remarketing perform
- Increasing sales;
- returning customers;
- increasing the conversion rate;
- reminding about a brand or a product;
- returning advertising investments.
With the help of remarketing, it's as if you are "catching up" with a customer who has performed some action on the website or at least once visited your website.
It is believed that remarketing is worth using if your website traffic is over 300 people a day. But if you sell expensive goods, a hundred visits per day is enough. Returning customers to online stores, selling luxury goods (when you need to think about everything beforehand for purchasing them), inviting users to a webinar, etc are particularly relevant.
Types of remarketing depending on the goal of your advertising campaign
To avoid this, specify the particular period of user remarketing in the Google Analytics or Ads settings.
For example, the maximum period of user remarketing in Google Analytics is 540 days. You can configure an advertising campaign aimed at returning a customer to an abandoned basket lasting 5-7 days and offer the might-have-been buyer an additional discount.
Configuring dynamic remarketing
How does remarketing in Google Ads and Analytics work
You can also link your Analytics account with the Merchant Center service which is also used to configure remarketing, but not in all countries. In Ukraine and Kazakhstan, this service does not work, and for a Russian audience, it is better than Ads because of the simplified setup.
The next step after connecting these services is to add product information to Google Ads in the form of tables. Such a file is called a feed. To download product information, you need to log into your Ads account and find the business data section in the "Tools":
To determine the audience for displaying advertisements, go to Google Ads Help and select the appropriate vertical from the list.
Remarketing on social media
In remarketing settings, you can specify the period and websites for displaying advertisements. You can also configure unique parameters for selecting the target audience: visiting specific pages, performing a series of actions on a website, an abandoned basket, and so on.
Configuring dynamic remarketing or retargeting can be done through Google Ads, Analytics, and business social media accounts. With the help of this tool, sales are increased, conversion and trust of a "warm" audience to the website are growing.
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