The term Remarketing (or Retargeting ) refers to a form of online advertising aimed at connecting with people who have previously interacted with your Brand. 

It is a particularly effective component in the advertising strategy of an activity because it allows you to concentrate advertising investments on an audience made up of people who are already familiar with the brand and who have already shown interest in purchasing products.

Now let’s find out more about what remarketing is and how it works.

What is Remarketing?

Remarketing is to reach users who have already viewed the company site or app with a personalized advertisement. 

Generally, only a very small part of the web traffic ends with a conversion already at the first visit and it is thanks to remarketing that companies manage to remain visible to those potential customers who, for any reason, have decided not to complete immediately a purchase.

Now that the meaning of remarketing is clearer, let’s move on to analyze the more specific concept of dynamic remarketing, which refers to an even more targeted and effective action: it consists, in fact, in showing those who have already viewed the site or the app of an activity the advertisements containing the same products that were previously displayed, in order to facilitate the completion of the previously interrupted purchase action.

How does remarketing work?

Online remarketing advertising campaigns rely on cookies to find their target audience. 

Everything starts from a code or pixel to be installed on the site, which tracks the passage of users on the site itself. 

This code is imperceptible to visitors and in no way affects the performance of the site. 

In the presence of a new visitor, the code releases an anonymous cookie to the browser. 

This allows you to publish personalized ads that will only be shown to people who have visited and left the site without completing the purchase at first.

How to do remarketing: tips and strategies

Remarketing campaigns can be carried out on the Google Display Network through the Google Ads tool, but they can also be activated on Facebook, in such a way as to show advertisements on the social network to those who have already visited your site. Now let’s see some useful tips:

  • Find the right target segment. For example, it is possible to create advertisements intended for those who have viewed the product detail pages without purchasing them, for those who have inserted the items in the cart without completing the purchase (perhaps studying for them ad hoc discount codes) and also for those who has already purchased an item (promoting, for example, the purchase of an item related to it).
  • Optimize the landing page. This is the landing page where the user to whom the advertisement is intended must “land” and must be highly personalized, complete and intuitive.
  • Post-convert further remarketing. Although it is necessary to stop advertising for users for which the goal has already been achieved, it is certainly not necessary to lose sight of them. In fact, it is possible to create a different audience segment to reach with new ad hoc ads.

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