A Complete Guide to Cross-Channel Remarketing Campaigns

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You competence be doing all we can to drive conversions and leads for your business, like hunt engine marketing, SEO, or Facebook advertising. You competence be removing a trade we want, though not a conversions or a leads we need to make a many of your selling investment.

Using remarketing or retargeting to strech targeted audiences with ads when they’re online can assistance we urge a formula of all your lead era efforts. When your aim prospects see your retargeted advertising, they’re some-more expected to rivet with a ad and take movement — like visiting your website — that can outcome in a implicit acclimatisation from your marketing.

Studies have shown that site visitors who are retargeted with arrangement ads are 70% some-more expected to lapse and convert on your website than visitors who aren’t retargeted. Here is an overview of how to use arrangement remarketing campaigns opposite channels and audiences to get a best probable rendezvous and results.

Part 1: What Audiences You Can Target With Remarketing

Generally, remarketing enables we to aim a people you’ve already reached out to with your selling efforts, though that competence not have converted into a lead or a sale. But, in further to a normal range of users who have already seen your advertising, there are a few ways we can use retargeting capabilities to strech new consumers who competence be meddlesome in or are nearby your business.

Your Website Visitors

The many common process for remarketing uses a cookie to aim users who have visited your website. This gives we a plain bottom of prospects we know are already informed with your business and expected meddlesome in a products and services we offer. In this case, your remarketing ads remind prior site visitors about you, so they’re some-more expected to lapse to your website and convert. This is substantially a many effective retargeting tactic accessible if you’re already pushing a poignant volume of website trade by other forms of marketing.

Interested Searchers

You can use remarketing record to offer ads to consumers formed on what they’re acid for on a hunt engine like Google. This means we can enhance your remarketing ad’s strech over your site visitors to strech those who have shown an seductiveness in your products and services by explicitly searching for them.

With hunt retargeting, we constraint searchers who have high squeeze intent, though who competence not have seen or clicked on your hunt ad. Continuing to strech these prospects when they’re not actively acid is an effective approach to put your business in front of them when they’re still in a care proviso of their shopping journey, assisting we grow recognition of your business and move new, meddlesome trade to your website.

Specific User Lists

Just like website remarketing, we can occupy remarketing programs that aim a tradition list of people we already know are meddlesome in your business, such as anyone who sealed adult for an email newsletter or digital coupon. This form of targeting can be used to strech existent business to expostulate faithfulness and repeat business, or to build recognition with prospects who competence have been meddlesome in your business during one time though never followed by with a purchase. Custom lists pinpoint specific users, ensuring your ads are reaching people we know have an seductiveness in your business.

Lookalike Audiences

You can occupy lookalike audience retargeting record in sequence to enhance your audience. Lookalike capabilities aim new prospects who aren’t actively visiting your website or arrangement seductiveness in your business. However, technologies employed by promotion networks like Google and Facebook use their information to formula new audiences online that have similarities to your site visitors or patron lists, regulating factors such as their location, age and gender demographics, and interests. This is a good approach to emanate seductiveness with people who are not already informed with your business, generally if your ads aren’t reaching adequate people by normal remarketing methods.

Facebook Lookalike Audience

HyperLocal Consumers

If you’re perplexing to strech people formed on their vicinity to your earthy plcae rather by than their online activity or characteristics, we can precedence geofencing. This promotion tactic reaches prospects whenever they are nearby your business and observation app-based content. Geofencing is useful for sell or service-based businesses that rest on feet trade and timely offers and deals to beget new customers. For geofence targeting, it’s needed to use mobile-based ads to strech users while they are regulating their smartphones.

Part 2: Where You Can Target Your Audience

Of course, a ubiquitous remarketing debate will uncover your ads to users as they revisit a accumulation of desktop and mobile sites within an ad network. But, there are some specific sites and forms of ad units we can occupy to safeguard your ads strech consumers where they are spending a many time.

Mobile Apps

Increasingly, your promotion needs to exist over websites to mobile apps, where consumers are spending some-more than one-third of their online time. So by regulating arrangement promotion units designed privately for mobile apps, we can mount out when people are enchanting with apps on their smartphones and expostulate an movement like a revisit to your website or earthy location.

Contextually Relevant Sites Content

Instead of arrangement ads to users wherever they competence transport online, we can opt to uncover ads on applicable websites or nearby calm that are topically associated to your business or ad. For example, if we possess a pet store, we can select to uncover your ads on animal, family, or lifestyle sites or placed nearby calm applicable to your products and services to assistance pull a tie for a user between their area of seductiveness and your ad.


Using a Facebook-specific remarketing debate allows we to strech prior website visitors when they’re regulating Facebook. With over a billion people regulating Facebook daily, chances are high that your website visitors are also active Facebook users, so it creates clarity to marketplace to them on Facebook specifically. Like normal remarketing, Facebook remarketing enables we to aim prior website visitors, lookalike audiences, and tradition assembly lists to strech applicable consumers as they’re observation a Facebook News Feed on desktop, mobile site, and app.

Facebook Remarketing Campaigns


If we have an assembly on Pinterest, we can retarget your site visitors with Promoted Pins when they revisit a Pinterest site or app. Just like on Facebook, Pinterest enables we to target patron lists and lookalike audiences in further to prior site visitors in order to strech a many meddlesome users.

Part 3: How You Can Improve Remarketing Results

Now that we’ve lonesome who and where to aim your remarketing campaign, here are a few tips for improving a formula of all your selling efforts.

Leverage Compelling Offers in Your Ads

For many forms of retargeting ads, generally those being shown on Facebook or mobile apps, it’s critical to occupy a constrained summary and call to action. For many users, they competence be some-more expected to rivet with an ad that contains a special bargain they can redeem by clicking on your ad. Engaging ads and offers can outcome in aloft clicks and site conversions from your campaign.

Remarketing campaigns special offer

Drive Engagement With Fresh Creative

Because people competence see your ad in mixed places opposite a web, or even revisit your website mixed times over a march of their squeeze path, gripping them intent is a challenge. Using mixed ad units and formats and changing your ad artistic frequently keeps your remarketing debate from going seared and losing a seductiveness of rarely targeted consumers. Swap out imagery, messages, and special offers frequently so your ad will demeanour formula new to any user, even if they’ve already encountered your ads some-more than once.

Measure Remarketing Campaign Conversions

You can use acclimatisation pixels, acclimatisation zones, or website tracking record to get a improved bargain of a formula and leads your remarketing is unequivocally removing you.

  • Facebook Pixel: This tracking record employed by Facebook enables we to set adult retargeting, build tradition audiences, optimize campaigns, and magnitude Facebook conversions on your website.
  • Conversion Zone: Conversion Zones are used along with geofencing to lane earthy trade from your ads to your specified location.
  • Website Tracking Technology: Similar to a acclimatisation pixel, website tracking record is a square of formula that allows we to lane website trade and conversions and charge a activity behind to a imagining source, so we can see how effectively your remarketing is removing we conversions and how all your selling is doing as a whole.

Remarketing is one effective approach to boost your promotion ROI and cost-effectively strech meddlesome consumers opposite a web. But it is critical to occupy a remarketing debate as a interrelated selling tactic and know a formula of all your efforts combined.

Remarketing campaigns work since they build on promotion that creatively led a user to learn your business or revisit your website and can outcome in an altogether lift in awareness, visits, conversions, and leads for your business.

Image Credits

Featured Image: duiwoy/DepositPhotos.com
In-post Images: Screenshots by Tamara Weintraub. Taken December 2016.

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