Remarketing and its strengths. What is remarketing? Be attentive to buyers

Remarketing(from English remarketing- reorganization) is a marketing technique consisting in a way of setting up advertising to attract users who have previously viewed advertisement Online. Remarketing is used to stimulate sales if demand for a product or service begins to fall for some reason.

Setting up remarketing is an important and effective tool for website promotion. According to research, about 85% of users who visit a website for the first time leave it without making a purchase. About 15% of users view displayed ads, half of them prefer ads that match their interests. It is important for users to receive advertising that is relevant only to them (Fig. 1).

Rice. 1. Remarketing example

Remarketing objectives: maintain or restore the relationship between the target audience and the brand or product. With the help of remarketing, you can “catch up” with a client who once visited the site and bring him back in order to sell him a product or service.

The purpose of remarketing is to increase sales, return lost customers, and ensure repeat sales (Fig. 2).

Rice. 2. Scheme of remarketing work

Rice. 3. Example of a reminder about a product in the cart

Rice. 4. An example of remarketing informing about a promotion

Rice. 5. Example of a site with banner placement options

Rice. 6. Example of an upsell module, website Ozon.ru

With remarketing you can:

1. Remind site visitors that they added an item to the cart, but did not place an order (Fig. 3). 2. Tell us about your ongoing or upcoming promotions and advantageous offers (Fig. 4). 3. Remind the visitor to follow the link from the e-mail if he opened a letter with an interesting commercial offer, but did not take advantage of it.

• text blocks
• graphic banners (Fig. 5).
• teasers
• videos

Roman Klevtsov, CEO Optimism.ru company:

“An advertising banner increases brand awareness, therefore, the number of requests for the brand and the number of visitors who come through the so-called type-in ​​traffic increases, when the transition to the site occurs through manual input V search bar. This certainly has a positive effect on the site’s position in search engines.”

Remarketing is used if:

• demand for a product or service has decreased;
• it is necessary to sell an expensive product or service that requires repeated contact with the target audience;
• it is necessary to ensure cross-selling (increasing sales by focusing on existing customers who purchased the product) and upselling (offers additional services) for part of the target audience who have previously made a purchase (Fig. 6).

What results can you achieve with remarketing?

• Increased sales to already attracted visitors;
• Involving new audiences;
• Return of departed visitors;
• Increasing the effectiveness of other advertising channels (contextual advertising);
• Improvement behavioral factors website;
• Increase conversion.

Surely you have already encountered similar situation: you visited one online store, and now, when searching online for the necessary product (for example, a refrigerator), you began to be pursued by promotional offers from this site - related products, another cheaper refrigerator, promotions, and so on. Offers appear in the form of banners, contextual advertising and even videos. And if you also made a purchase on this site, then offers are pouring in not only throughout the network, but even by email and telephone. This “attack” is possible using a tool called “remarketing.”

So, what is remarketing? This is a powerful mechanism internet marketing, the main purpose of which is to re-appeal to users who have already visited your site, but for some reason left the site without completing a specific targeted action. Remarketing makes it possible to finalize an unfinished target action and even stimulate a repeat action.

If you dig deeper, this tool is the strongest means of influencing interested audience. But in order to really effectively manipulate visitors, you need to pull the right strings! To do this, you need to clearly understand: why, to whom, how and when yours should be shown advertising message. Otherwise, you can cause a negative reaction from users to your offer and the brand as a whole.

With development information technologies remarketing has penetrated our phones, email and to all corners of the Internet. There are a huge number of ways to use each of these areas. This article will talk about Google service AdWords, which allows you to run remarketing advertising campaigns in contextual media Google network on tens of thousands of sites with multi-million audiences, and more recently on the Google search network. Detailed instructions You can read how to set it up in the Google AdWords help.

It all seems so easy: read the help, set up remarketing advertising campaigns and you’re done – sales come one after another. Not so! Simple internet user will not always be able to distinguish remarketing from regular marketing advertising campaign, but professionals very often encounter mistakes made by advertisers in using this tool.

© Depositphotos.com/nmedia

We have already looked at the main problems of remarketing in the article “”, but now we propose to analyze each of them in more depth.

1. Often advertisers they forget to set a limit on impressions for one user. Let's say you had the temerity to accidentally click on a real estate site for sale in Kaluga. You realized that you were mistaken, you immediately left the site - but for a whole year they have been trying to sell you a wooden house on the street. Gas. Of course, such advertising begins to evoke negative emotions on the part of the user.
2. Excessive intrusiveness in completely inappropriate cases. Let's say you bought a smartphone Samsung Galaxy S3 in one of online stores, and for some reason the marketers of this store think that one phone is not enough for you, and they offer exactly the same one. And if it’s also for a promotion, then it becomes completely offensive. In such cases, remarketing has the exact opposite effect. However, if this online store offered you a special case for a purchased smartphone, then perhaps he would have acquired a regular customer.
3. It is also a common case when advertising offer is completely irrelevant. For example, in October 2012 you chose a New Year's tour to ski resort in Bukovel, and in the summer of 2013, when it’s time to bask on the beautiful beaches of Bulgaria, you are persistently lured to celebrate New Year in some fancy restaurant. The demand for this offer is already zero, and advertising is still ongoing. Thus, the advertiser not only works at a loss, but also causes surprise and then irritation on the part of users.
4. Sometimes advertisers choose incorrect time period in remarketing lists. A remarketing list is a set cookies those users who have already visited your site. Let's say you buy an expensive designer bag: you saved for a year, took out ten loans, and finally make the purchase. And the very next day they try to sell you a magnificent bag that you have always dreamed of, but at an even higher price. The average person can’t pamper himself like that every day. But if they offered you small accessories until your next paycheck, and a month or two later they offered you a newfangled collection of bags, the store would gain the trust of another customer.
5. It is also a serious mistake using one common remarketing list for all site visitors. For example, if you chose spare parts for a KIA car, then, most likely, in the future you may again need parts for this particular car, but for some reason you are directed to a huge catalog of spare parts for completely different cars. And again you have to search for the required brand on the website. It turns out that the advertiser is not at all interested in your preferences.

© Depositphotos.com/Chakrit Thongwattana

There are still many errors that can be found, but for Ukrainian advertisers there is still a small excuse - in our country, the options for setting up remarketing are limited. In order to set everything up correctly and take into account the preferences of almost every site visitor, it is necessary to manually enter each list in a long and tedious manner. Often the above errors arise due to the patience of the advertiser for such painstaking work.

However, in some countries, for example, in Russia, it has already become possible to automate this process. Moreover, some Ukrainian companies found a way to bypass the system and using foreign accounts carry out remarketing in Ukraine with all the functions and advantages available in it.

Be attentive to buyers

Despite the complexity of setting up remarketing, to begin with it is better to focus only on the target audience and gradually segment it depending on their behavior on the site and interests. In the future, you can use secondary audiences. You need to have a clear remarketing strategy and a number of unique trade offers for each audience segment. In this case, you can use this tool really effectively. Let's give an example of a successful remarketing strategy, focusing on the experience of Western advertisers.

The visitor came to online store, and he was most interested in three things. That is, he spent the most time on three sites, studying information about three specific products. But for some reason he left without making the purchase. Information about the preferences of such a visitor was included in the remarketing list. Then, when visiting other sites on the Internet, he is shown a banner with exactly those products that interested him most. This presentation of information unobtrusively encourages you to make a purchase. This scheme most effective for goods with deferred demand. If within a few days the specified visitor has not made a purchase of one of the advertised products, the banner stops pursuing him. And through certain time he will be offered new products and current promotions. In such a situation, the user subconsciously develops trust in online store, since the appeal goes specifically to him.

© Depositphotos.com/agsandrew

This strategy is implemented using dynamic remarketing, which automatically “pushes” products to the banner based on certain criteria of visitor behavior on the site. In Ukraine, unfortunately, this function is not supported. To implement a similar strategy for online store with traffic of more than 100 people per day, it is necessary to develop many unique banners daily and register many unique lists, which for some topics will never collect the number of cookies required to run (more than 100 for one list). Therefore, most Ukrainian advertisers have to create general lists with one or two general promotional offers, which leads to a decrease in the effectiveness of this tool internet marketing.

Despite all the power of remarketing, it must be handled very carefully, since if configured incorrectly (or inappropriate web analytics), it can work not to benefit the advertiser, but to the detriment. Therefore, before using this tool in practice, you need to carefully consider the strategy for its use so as not to harm your business.

According to MasterCard statistics, about 70% of visitors leave the site by abandoning their cart. The reasons may be different: something distracted you from making a purchase, the Internet froze, the person did not want to fill out a long registration form, etc. But internet marketers have powerful tool, allowing you to return lost customers. It has two names - remarketing and retargeting. In essence, they are the same thing, with almost imperceptible differences in functionality.

Both tools solve the same problem - reapply to the user of your resource with a reminder that he has already visited your site and encourages him to commit certain actions. Moreover, ads are shown on sites that the user visits, in mail, and on social networks.

Remarketing is set up in Google, and retargeting in Yandex. It is quite natural, given that Google and Yandex still differ from each other, the algorithm and forms for applying each of the functions are also somewhat different.

Features of setting up remarketing and retargeting

Google Adwords

IN Google Adwords You can set up search and display remarketing. To enable remarketing, you need to collect a database of users who visited the site, but for some reason “forgot” to perform the action expected of them, for example, make a purchase. Google Adwords allows you to collect such lists. You can select all visitors at once or only those who visited only a specific section or page. You can create multiple lists.
Setting algorithm:

• In the “Shared Library” panel, select the “Audience” section.
• In the “Site Visitors” menu, select “Set up remarketing” and enter the parameters you need.
• Select “Remarketing tag” - “Tag information” - “Settings”.
• Copy the tag code in the “View AdWords tag for websites” subsection and add it to the pages of your site.
• In the “Campaigns” section, select “Create a campaign” - “+campaign”.
• Select “Contextual display advertising only” and check “No marketing purposes” and save the settings.

Remarketing starts working as soon as the audience reaches 100 people.

Yandex.Direct

Retargeting in Yandex.Direct can be configured for each ad separately. But we recommend creating separate campaigns for retargeting to make it more convenient for you to view statistics in Direct, Metrica and Callibri.
To use the tool, you need to link your Yandex.Metrica and Yandex.Direct accounts and install a Metrica counter on each page of the site.
Retargeting setup algorithm:

• Create goals in the Metrics counter. They depend on the type of your business and challenges. For example, you sell spare parts for foreign cars and have launched a promotion for the sale of summer tires. The target will be all users who visited the page “ Summer tires" You can create up to 200 targets for one counter.
• Create in Metrica the audience segments to which you want to display ads. Proper use of this setting allows you to highlight your target audience. There are more than 50 of the most different conditions, attributes and criteria: transitions by traffic sources, geography of visits, age of visitors and their interests, having achieved a certain goal, etc.
• In the Direct interface (under the list of campaigns), click “Audience selection conditions” + New condition and select the Metrics segment or create a segment right here, selecting achievement/non-achievement of Metrics goals.
• On the ad creation page, in the “Audience selection conditions” section, select the created segment.