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How To Make Display Ad Campaigns Go Further With Remarketing

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AdWords, Chief Marketing Officer, Display advertising, TheMediaBriefing Experts' Blog, Google, Advertising


As the display advertising ecosystem gets more crowded and competitive, marketers and advertisers are looking for more efficient ways to improve sales.

One way is remarketing – where marketers target users who have visited certain sites before but may not have completed a sale. Here Samantha Stratton from Koozai explains how it works.

Remarketing is quickly becoming one of the most talked about marketing strategies. Display networks like AdJug, Specific Media and Vibrant Media have been using remarketing for some time, but it has only really started taking off this year when Google launched its remarketing tool.

What is Remarketing?

Gone are the days when you had to choose which websites you wanted your ads to display on, based on what sites you believe your potential customers would be browsing on.

Remarketing allows you to follow people who have previously visited your website around the internet. Whether you are selling a product, service or just your brand, remarketing allows you to track and follow audiences and display highly targeted ads to each user. Here's a video from Google explaining it:

Setting up Remarketing on Google AdWords is very easy, but if you don’t get a lot of traffic to your website it can take a while for the tool to gain enough data to start a campaign.

The easiest campaign to set up is one targeting anyone that has visited any page of your website. You simply add a small snippet of code to every page of the site and then wait while Google builds your audience list. Once you have at least 500 people in your remarketing audience list you are ready to go.

Google uses the code to pull and store information about each user from their cookies as they visit your site. From this, you can track individual users as they visit other websites within the Google Display Network, so you can connect with pre-qualified customers on over one million websites.

Another way of using remarketing is to add the code pages of your site that match certain categories that you may wish to target.

For example, if you are a retailer (ed: or, indeed, a media owner with products to sell) you could tag each brand category with a different piece of code which will allow you to build audiences that have expressed an interest in each of the brands. Once you have all your brand specific lists built, you can cross-sell, push offers and promote other relevant products to specific audiences.

The most advanced feature within Google’s remarketing tool is that it allows you to add a unique code to your Thank You, Order Complete or Submitted page. You can also build lists of your customers that have already completed a transaction/goal on the site.

Using this, you are able to easily exclude anyone that has already converted from the audience you are targeting, cutting down on duplication and repetition in your campaigns.

In a similar way, the converted list can also be remarketed, providing potential up-sell opportunities.

Cookie regulations

Next year, a new EU regulations come into play which will affect how websites are allowed to collect information from visitors using cookies.

All users visiting a website must opt in to allow a site to store information using cookies. Without this information, remarketing would not be able to continue.

Whilst some see this as a necessary protection of a user’s privacy, others would prefer targeted adverts rather than generic, irrelevant campaigns.

Google and other display networks will need to find a way to counteract this issue when the cookie regulations come into action in 2012.

Samantha Stratton is the Digital Marketing Director at Digital Marketing Agency Koozai.

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