Why use search remarketing? This digital marketing technique can help make the most of your time, your efforts and even your budget by accessing a more niche audience for your message.
Read on to find out more…
Defining Search Remarketing
Remarketing is a method to target potential customers online in a smarter way, designed to drive conversions through identifying quality traffic.
According to Econsultancy, search marketing is “a form of behavioural retargeting where a user of a search engine will be targeted with display ads based on their search queries.” Search remarketing refers to the usage of a customer’s search history to create a user profile; the user profile provides tailored advertisements of the consumer’s preferences.
There are many online marketing strategies that brands use to attract clients; search remarketing is one of them. It allows you to place your brand on banner ads and show them off to potential customers who have expressed an interest to your brand or industry. Search remarketing gives businesses the opportunity to think like a customer.
As an example of search remarketing, a customer looks for running shoes through an online shopping website. By using remarketing, brands of running shoes will create a user profile of the customer and offer relevant ads. The relevant ads will revolve around running shoes that are tailored to the customer’s preferences.
Many digital marketers use this method in their digital marketing plan. Web traffic converts two percent of first visits, while 98 percent of web traffic converts through search remarketing. Search retargetting is a business strategy that has shown to be very effective and efficient; it attracts customers and gains exposure of products through psychological awareness.
Search Remarketing and Site Remarketing: What is the Difference?
Search remarketing and site remarketing are synonymous, except for one aspect. Once you’ve used remarketing for your business, be aware that results will be instant because of the immediate call-to-action button with relevant ads. Search remarketing is different when it comes to the type of consumers it attracts.
Site remarketing is the process of a business reaching out to clients who have already visited the website and left before completing the transaction. However, search remarketing attracts customers who have never visited the business’s website before. Search remarketing captures the attention of potential clients that conduct online searches; the online searches are relevant to goods and services to a certain industry that allows businesses to lure customers to a certain brand.
Site remarketing is an advertising method that digital marketers use to display ads to customers who have previously visited their website; the customers, however, didn’t acquire their product. The digital marketing technique is a pixel within their website, which sets a cookie in the consumer’s browser. The cookie allows the digital marketer to pinpoint the website client with ads elsewhere on the Internet through site remarketing.
As for search remarketing, it is an advertising method that digital marketers use to display ads to clients who have never visited their website. Search remarketing gives digital marketers a plethora of opportunities to attract users who conduct online searches that are relevant to their business. Many digital marketers use remarketing as a way of increasing traffic of a brand and improving its SEO.
In this context, the main difference between site and search remarketing is the audience it attracts. However, both forms of remarketing are equal in its way of how it attracts its target audience. Both of these remarketing methods are very similar and both are used by digital marketers in business strategies.
How Does Search Remarketing Work?
The way search remarketing works is that a brand provides with a code on its website, also known as a pixel. The pixel is discreet to the site visitors and doesn’t influence the performance of the site visitor. Every time a new visitor comes to the website, the pixel drops an anonymous cookie. Later on, when the cookie visitor browses through the Web, the cookie will allow the re-targeter to know when to provide ads. This guarantees that the people who have previously visited the website will see the brand’s ad.
Before initiation occurs in the process, it’s crucial for the brand to have a set-list of keywords to use that will be applied in the search remarketing strategy; it is also best to use a wide variety of keywords for search remarketing.
Once the brand has defined keywords that are relevant to its product, then the process of search remarketing can begin. The process of search remarketing revolves around acquiring information of potential customers who have conducted an online search that may relate to the brand.
There is something you should consider about search remarketing; it gives the brand or business the ability to reach relevant, potential and new customers that were unexposed to the brand before. Search remarketing doesn’t put its hopes on happenstance or coincidences, but it’s more of a calculated approach.
Benefits of Search Remarketing
There are many advantages when it comes to search remarketing and many digital marketers utilise these. Search remarketing increases brand awareness, gains exposure to a brand, and increases ROI in a business. It also offers the information a brand needs to understand the target audience’s preferences in advertisements.
Search remarketing is so effectual because it concentrates the advertisements on people who are already familiar with the brand; the advertisements are also concentrating on people who have recently shown interest. This is why most digital marketers who use search remarketing notice a higher ROI than from other digital marketing channels.
Another advantage would be that search remarketing reminds customers their desire to purchase the product and possibly bring them back to the website; it also establishes brand awareness to the potential customers through repeated exposure. Search remarketing is a constant psychological reminder to go back to the website and finish what they started.
Along with gaining exposure and establishing brand awareness, there is a final benefit when it comes to search remarketing. It allows markets to reach potential clientele that have not been to the brand’s website; it also re-attracts customers who have searched the brand name or a keyword that defines with the brand. The brand considers people who are planning on acquiring or buying the product to be much more valuable to the company; they are valuable because they are closer to the purchase funnel.
According to ZeroGravityMarketing, the purchase funnel is “a simple way to visualise the complex process of acquiring leads and converting them into paying customers.” This means that the purchase funnel is a process of turning potential customers into paying customers.
The main advantage would be that search remarketing allows the digital marketer the ability to fulfill the needs of their target audience.
Drawbacks of Search Remarketing
The drawbacks of search remarketing are few, however they are important to mention. Search remarketing has allowed better conversion rates and help brands spread their message; yet, it is not the most effective of digital marketing channels.
Brands use remarketing as a constant reminder for consumers to return to the brand website, yet 60 percent of customers forget the last display ad they’ve seen. Considering that people’s attention span virtually is basically nonexistent, many consumers forget the content of an ad after it’s displayed. Digital marketers have suffered from this issue; they have been constantly tried to capture and keep the attention of consumers through meaningful quality ads.
Another disadvantage is that even when customers remember the ad that has been displayed, they are unwilling to click on an ad. Simply put, only few customers will click on an ad and divert their browser to a brand’s website. Search remarketing has been a psychological tactic to attract customers.
Unfortunately, only 26 percent of potential customers will return to a site through remarketing.
In addition, many of the brands or businesses generalise their display ads to the audience. Display ads are not tailored specifically for each individual, so it doesn’t make clients feel special. This could discourage people who display any interest in the brand or product, but they aren’t interested after seeing the advertisement.
Repetition is also another disadvantage of search remarketing; the same ad being shown over and over again loses significance and importance. If brands keep showing the same ad, potential clients will tire of the ad and not bother to click on it. Again, this reverts back to the current attention span of the consumers in the virtual world.
Search Remarketing vs. Remarketing
Both search remarketing and remarketing allows digital marketers to reach consumers; they have used both tools as digital marketing strategies for long term web-traffic. Both remarketing and remarketing share the same goals and objectives, there are still some distinctions between both tools. These differences include in the terms of strategy and who the brand is able to reach effectively and efficiently.
Remarketing is a digital marketing tool that is email campaign-based; brands use emails to remind the potential customer that they were on their website and they should revisit it again. Another form of remarketing is sending an email to a customer with items they have expressed interest in before; this shows that the website and brand are genuinely concerned with the consumer’s well-being.
Remarketing benefits companies because they increase conversion rates and help with web traffic on a brand’s website. However, despite remarketing also increases conversion rates and web traffic, they are different. Remarketing uses ads to increase web traffic, while remarketing uses emails to do so.
There was a study conducted by Rejoiner in 2015, where they evaluated the most efficient emails of remarketing. The emails are divided into three categories: Products on Sale, VIP Treatment and Cart Abandonment.
Products on Sale – 58% of people appreciate emails where products they have liked or viewed in the past go on sale.
VIP Treatment – 51% said they appreciated outreach, which treated them like a VIP.
Cart Abandonment – 41% of individuals ages 25-34 appreciated cart abandonment emails.
Search Remarketing Companies
There are two ways to apply search remarketing for a brand: direct search remarketing and the ‘middle man’. Direct search remarketing refers to the marketing department of the brand implements the digital marketing technique within the company. Another method of search remarketing is outsourcing the service of search remarketing from online firms.
There are certain online services that implement search remarketing for your brand, instead of going through it on your own. These online services solely exist to increase your web traffic, conversion rates and brand awareness. Outsourcing search remarketing or implementing search remarketing within the brand’s company are both valid options; they both contain benefits and drawbacks in concern of cost, manageability and extent of reach.
One of the most well-known outsourcing services is Google AdWords Remarketing; it is considered the top service for search remarketing. Along with Google AdWords, there are outsource services such as: Exact Drive, AdRoll, ReTargeter, and various social media platforms. Social media platforms like Facebook and Twitter have provided brands with the opportunity of search remarketing through their application.
Google AdWords and Search Remarketing
Google has made it super easy for brands to apply search remarketing with already existing AdWords accounts. This helps initiate a remarketing campaign. With AdWords, you will be able to interact with your target audience again; they are the customers who have already visited parts of your site or Googled the defined keywords related to your brand.
Google offers three pricing models: CPC (Cost per Thousand Impressions), CPC (Cost per Click) and CPA (Cost per Acquisition). According to AdWordsRobot, Google also provides different ways to remarket or retarget your clientele.
Static/normal Remarketing – refers to the standard way of following customers on the web using a cookie after the visitor viewed a web page. Then the customer gets a banner ad on a third-party website with a static offer.
Dynamic Remarketing – allows marketers to show ads up to the specific product level which the customer visited previously. Then the customer gets a banner on a third-party website, but in this case with dynamic banner, which contains visited products or items on visited pages.
Search Ads (RLSA) – Remarketing lists for search ads uses search keywords as parameters for remarketing. For example, marketers can use the keyword ‘hotel in Amsterdam’ so when someone goes on a search engine and uses that keyword, Google can serve them with your ad.
Video Remarketing – Video remarketing works on YouTube. If you wish to reach out to previous viewers of your video or those who subscribed to your channel, use the video remarketing solution.
Email-list Remarketing (Customer Match) – Upload a list of your customers’ emails. Once customers sign in to their Gmail account, they will see your ads.
Exact Drive and Search Remarketing
Exact Drive is a self-serving advertising, outsourcing service that offers search remarketing in both websites and social media platforms. It has been known to be a strong platform for search remarketing with conglomerates such as: Reebok, Teleflora and other well known names in the client’s industry.
Exact Drive offers services on how to establish and improve campaigns of search remarketing and remarketing. It emphasises on the type of audience to reach, the customisation of ads and data utility. Along with these services, Exact Drive also offers marketing strategies on the website itself.
This service tracks the defined keywords to attract and find potential consumers for your brand. Exact Drive will re-engage with previous customers and lure clients that have yet to be introduced to your brand. With any project, Exact Drive provides your brand with a loyal and dedicated account manager and monthly progress reports
Exact Drive is a very influential and trusting service that allows brands to keep track of their web traffic and increase their conversion rates, with a reasonable cost; it’s also a very simple platform to utilise. Exact Drive also offers a Support Centre, where you can create your own campaign. If you’re hands-on digital marketer, then you can use Exact Drive as a template to create your campaign with the standards that it provides you.
They offer their services on social media platforms like Facebook, Twitter and Hubspot; they also offer their services in dynamic, standard and search remarketing.
Facebook and Search Remarketing
There are over one billion Facebook users, which gives brands a plethora of advertising opportunities.
You could already be working on Facebook Ads, but you may need more conversions; Facebook has the answer with Custom Audiences. You can use Custom Audiences to build your target audience; this is when you create a separate list for consumers who have been to a particular page of your website.
The minimum number of customers is twenty and above, then Facebook will customise a list for you.
Alongside from website visitors, Facebook gives you the option to create a customised audience list through email and mobile application users.
Facebook Ads provides another service, known as Lookalike Audiences. This service helps businesses to reach new consumers who are synonymous to its existing target audience. Once a brand collects a list of website and application visitors, the brand should create an ad; finally, the brand should display the ad to the customised audience and the re-engagement of consumers will commence.
The main advantage of Facebook Ads with Custom and Lookalike Audiences is its results; it can generate more results than Google AdWords and it costs less. Facebook only applies to its social media platform, which may seem limited. However, since Facebook is an industry on its own, being a part of it is an achievement on its own.
Facebook Ads has proven to be an effective method for a brand to increase its web traffic because of its commonality. Many brands have affected users and their interest in certain businesses, because of Facebook and its exposure. Once you’ve been well-acquainted with Facebook Ads, you’ll be able to understand your target audience and what they need.
Google Adwords and Facebook Ads are the most efficient and successful search remarketing tools, according to numerous brands.
Summary: Making It Work for You
There are many online advertising strategies which are used to draw clients; search remarketing is one of them. It permits you to place your emblem on banner commercials and display them off to clients who’ve expressed an interest for your brand. Search remarketing offers agencies the opportunity to assume like a purchaser.
There may be something to be taken into consideration about search remarketing; it offers the logo or enterprise the potential to attain potential and new clients that have not discovered the brand before. Search remarketing doesn’t position on happenstance or coincidences, however it’s more of a calculated approach.
Search remarketing is valuable as it concentrates the classified ads on people who are already familiar with the logo; the ads are also targeting clientele who have lately shown interest. That is why most virtual entrepreneurs who use search remarketing note a higher ROI than from other virtual marketing channels.