30 November, 2018

How to use the potential of remarketing

Remarketing (retargeting) is one of the basic tools in online marketing and means of delivering an advertising message to users who have already visited your website (or otherwise got engaged) and encouraging them to revisit it.

The first visit to the site rarely ends with a conversion. Before the transaction is finalised, the customer visits the site from a few to even several tens of times. Their decision is stretched in time. Remarketing allows you to display text or image ads on other sites visited by the same customer.

Types of remarketing and how it works

Remarketing is a term popularised by Google AdWords (currently Google Ads). Due to their range, the following are mostly used for remarketing: Google's advertising network, which reaches 90% of the Internet users in the world, and RLSA (Remarketing Lists for Search Ads), i.e. remarketing in Google Search. In addition, PLA (Product Listing Ads), i.e. remarketing as part of a shopping campaign (Google Shopping), dynamic remarketing, and YouTube are also commonly used. Another large remarketing tool is, of course, the Facebook advertising platform visited by 2 billion people per month - Facebook Ads.


There are three essential components of a successful remarketing campaign:


  1. Data collection - acquiring recipient data  using i.e.cookies


  1. Creating recipient groups (remarketing lists) using the data collected

For e-mail marketing, it is worth creating separate lists of customers who, for example:


  • opened the message, clicked the link and made a conversion

  • opened the message, clicked the link but did not make a conversion

  • opened the message

  • did not open the message


When it comes to remarketing for a website or a mobile app, it is a good idea to create basic lists of users who: visited the page/subpage, spent some time on the site, abandoned the shopping cart or made a purchase for a specific sum. Remarketing lists have their minimum number of records: a Search Campaign from 1000, and the Display Network campaign from 100.


  1. Ad personalisation. Using advertising banners will bring the best results in this case. Prepare a separate message for someone who has not sent a request via the contact form (e.g. an encouraging promotion) and a separate one for someone who has made a transaction (e.g. an offering for existing customers containing some related products).


Remarketing in the financial industry

Companies in the financial industry must first and foremost inspire confidence in the potential customer. The biggest challenge is to be credible and transparent. Entities offering cash loans, mortgages and short-term loans can significantly improve the effectiveness of their operations by using remarketing.


Ways for effective remarketing:


  • Use a unique CTA in your ad (show advantages and benefits such as cash back, 24/7 availability, bonus points, low-interest rate).

  • Keep track of competition (fight for attractive keywords).

  • Target accurately (analyse demographic and income data).

  • Take care of the attractiveness of your website, landing page, application - encourage users to visit it again (prepare a few creations for different target groups).

  • Do not spare money - keywords in the financial industry can have a high CPC - in 2017, companies paid up to $ 40.69 for clicking the "loans" phrase.


In the financial industry, remarketing is a key tool. The average shopping cycle for mortgage loans is 6 months. During this time, the user decides to choose a specific offer. Remember that due to remarketing you accompany them in this search. Companies in the financial sector that use remarketing record an increase in conversions by as much as 147%.