How your digital ads can follow your prospects around the web
Remarketing, as it is called in the digital advertising world, is an effective way to re-engage leads and drive conversions in the digital era. Google invented the remarketing business through its Adwords platform. More recently, Facebook has created its Dynamic Ads product, which helps businesses target prospects who have viewed products on their websites using product-specific ads on Facebook.
Remarketing with Google and Facebook helps you recapture dormant leads and nudge them through the sales pipeline. Let’s look at the ins and outs of both.
Google relies on the network of websites that accept Google advertisements, as well as its own search-based advertising platform, to show product-specific ads that correspond to people’s shopping activity around the web.
The result is your website visitors see ads for your products as they browse other websites or search for similar products on Google. It’s a highly effective way to target the right people at the right time.
Here’s how it’s done:
Step 1 - choose whether you want to display remarketing ads on other websites or on Google search results pages.
Step 2 - Take the remarketing code supplied by Adwords and embed it into your website.
Step 3 - Create remarketing lists that tell Google which site visitors to capture for remarketing. Create lists for each category of product you sell. When a person visits those product pages, Google will add them to the designated remarketing list for later targeting.
Step 4 - Customize your lists with additional parameters such as people who viewed products of a certain price or color, or people who added a product to a cart but did not complete their purchase.
Step 5 - Create ads with messages that are specific to each of your remarketing lists.
Standard Google remarketing ads reintroduce your business to people who have recently visited your site. Dynamic remarketing ads showcase the specific product a site visitor viewed.
Facebook has taken remarketing to social media. Here it’s called retargeting, and it’s done through Facebook’s Dynamic Ads platform and with the use of a snippet of Facebook Pixel code added to your website.
To use the platform, a business must upload its product catalog into the Dynamic Ads platform. The platform gives each product a unique identification code. Add an image, description, and price for use in future retargeting ads.
Facebook will use the pixel code embedded on your site and the uploaded product catalog to automatically create retargeting ads on Facebook that correspond to the products people have viewed on your website.
Facebook also gathers what it calls “intent signals” - people’s behaviors on Facebook and around the web - as intelligence for Facebook retargeting ads.
Examples of intent signals include:
- Liking a Facebook post about a particular product
- Viewing products on other ecommerce websites
- Clicking on an ad for a particular product
- Purchasing a product that would complement your product
- Liking or commenting on an ad for a product similar to yours
- Doing similar things on the web to people who recently purchased your product
All these actions trigger retargeting ads in Facebook’s Dynamic Ad platform. Amazing, right?
Remarketing ads that contain strong calls-to-action definitely get the attention of consumers. They recognize the product and are enticed to take further action. People are getting used to these types of ads, too. Cover your bases with Google remarketing and Facebook retargeting for an effective digital marketing campaign.
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LauraBreezy Hill Marketing is a Vermont web design company specializing in marketing strategy, social media marketing, and building beautiful, optimized, and mobile responsive websites. We work with clients in Vermont and throughout the United States.