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8 typer av remarketing att överväga


8 Types Of Remarketing To Consider

Remarketing has become ubiquitous across the web, as users frequently gripe about endless ads chasing them around the web after viewing a product once.

Yet, when used correctly, remarketing continues to be an effective tool in the box for paid media marketers across the spectrum of industries.

If you’ve tried remarketing and haven’t seen a return, I’d like to share a few ideas for new segmentation and different types of audiences you may not have tested.

In keeping up with increasing restrictions on tracking capabilities, ad platforms continue to roll out new options for reaching users outside of the box of traditional pixel-based remarketing.

First, let’s start with a basic definition for those who may be less familiar with the tactic.

What Is Remarketing?

Remarketing (sometimes called retargeting) is a paid marketing tactic allowing you to serve ads to individuals who have previously visited a website or engaged with your content on a social channel.

Website-based remarketing utilizes a pixel placed on the website to reach individuals who have visited specific pages or performed certain events.

Meanwhile, engagement-based remarketing allows you to reach those who have interacted with your social media content or watched a video.

Read on to discover eight types of remarketing you should be considering for your campaigns.

1. Pricing Page Visitors

If a shopper visits a pricing page, they’re likely further along in the product research process than somebody else who sees the homepage.

They may be comparing costs versus competitors and digging into the specific features available by pricing tier.

Bucketing out pricing page visitors into their category can produce a higher intent audience than you’d get targeting all visitors as a whole.

Screenshot from salesforce.com, July 2022 (Full disclosure: client website)

These individuals may be more willing to respond to a call-to-action for a product demo or a call with a salesperson.

You could also put together an asset with tips for evaluating products in your industry, which may appeal to people making product comparisons.

For example, my past client, who sold board management software, offered a worksheet for evaluating board software, serving remarketing ads on display and social to convince previous visitors to supply their email addresses.

2. Industry-Specific Page Visitors

Segmenting audiences by industry can be complicated when attempting to market to people in niche industries.

If you have pages on your site dedicated to each industry, you can build separate remarketing audiences for each of those pages.

Effectively, you’ll now create buckets of people who have raised their hands saying they’re interested in services for a particular industry.

You can target unique ads tailored by industry to speak more specifically to these people based on their needs.

For instance, you might have a guide explaining how real estate developers can use your software to track prospects and target that to people who visit a real estate industry page.

You may also have different product lines or pricing for various industries.

For instance, many companies offer discounted services for nonprofits and want to target those groups separately.

3. Cross-Channel Remarketing

Take full advantage of cross-channel opportunities by building remarketing segments for people who visited your site from specific channels and campaigns.

It is a great way to carry audience targeting options from one platform to another.

In addition, you can take advantage of lower costs in some platforms versus others for remarketing.

For instance, if you’re running LinkedIn Ads, you may want to target people who clicked an ad from a campaign targeted to C-suite individuals.

Via a URL-based audience, you can effectively target the people who fit the LinkedIn profile targeting criteria using any other channel, paying the lower costs of a network such as Google Display.

As long as you tag your länkar with a consistent UTM structure, you can copy the landing page, and associated tags into the “URL Contains” field when setting up a remarketing audience.

This solution allows you to pay for LinkedIn visitors upfront using their built-in targeting but avoid the high costs of LinkedIn for remarketing within their platform.

4. Cart Abandoners

Shopping cart abandoners went through the work of finding a product they wanted and adding it to their cart without finalizing the checkout process.

Remarketing to people with these ads can encourage them to return to the site and complete their purchases.

Including an offer may also entice people to come back and finish buying. However, it would be best if you were careful that people don’t simply come to expect they can manipulate the process to receive a discount.

It can also be a time to reiterate selling points for your brand.

For instance, if you offer a two-year warranty when most competitors only offer one year, call that out in ads.

Make the case to bring people back in, which may be the nudge to shift them over the edge into a buying mood.

5. Previous Purchasers

If someone bought from your site in the past, you could remarket them later to encourage them to make another purchase.

The products you promote and the timing for future remarketing depend on the type of product purchased.

For instance, if somebody just bought a new backpack, they may be open to purchasing related gear like a hiking pole.

If someone orders a printer, they likely don’t want another printer immediately but may need replacement ink cartridges six months later.

You should exercise caution not to annoy people because they form a negative perception of your brand after already completing a purchase, so don’t try this too soon.

Also include frequency caps where channels allow.

6. Higher Funnel Converters

Particularly for the B2B world, converting a prospect to a sale often entails a lengthy process of multiple touchpoints.

Offering a downloadable asset like a guide, or inviting people to sign up for a webinar, can build an audience of people who are interested enough to raise their hands.

LinkedIn High Funnel AssetScreenshot of a LinkedIn ad, July 2022

You can then build remarketing lists based on people who download a higher funnel asset, setting up a new campaign targeting those with lower funnel call-to-action, such as a product demo.

You could target this via a website pixel (reaching people who have previously filled out a specific form) or via lead form retargeting in Meta or LinkedIn (reaching people who have filled out an in-platform form).

Think through the buying stages for your target personas and build out remarketing for people who interact at each part of the process.

7. Video Viewers

Video view remarketing can capture intent from people who haven’t even visited your website.

YouTube, Meta, and LinkedIn are three popular channels allowing for the creation of view remarketing audiences.

YouTube AudienceScreenshot from YouTube.com, July 2022

Within YouTube, you can segment people based on the following criteria:

  • Viewed any video from a channel.
  • Viewed certain videos.
  • Viewed any video (as an ad) from a channel.
  • Viewed certain videos (as ads).
  • Channel interactions, including visits, subscriptions, and video likes.
Meta Video AudienceScreenshot from Meta, July 2022

Within Meta, you can segment people based on the following criteria for any video or set of videos you select:

  • Viewed a video for at least three, 10, or 15 seconds.
  • Watched a video to 25%, 50%, 75%, or 95%.

Finally, LinkedIn allows you to segment video view audiences by 25%, 50%, 75%, or 95%.

Genom att skapa publik med personer som har förbundit sig att se hela eller större delen av din video kan du segmentera ut personer med högre avsikter som kan vara mer benägna att ladda ner en tillgång eller som vill delta i ett webbseminarium.

Människor som tittat kortare tid kan fortfarande vara villiga att se ytterligare innehåll i framtida remarketingkampanjer.

8. Page Engagers

Målgrupper för Facebook/Instagram-sidans engagemang, tillgängliga i Meta Ads-gränssnittet, möjliggör ett annat sätt att fånga användarnas avsikter utanför din webbplats.

Om en användare väljer att gilla eller kommentera ett Facebook-inlägg, indikerar de en viss nivå av intresse för vad du har att erbjuda.

Facebook Page AudienceSkärmdump från Facebook, juli 2022

För närvarande kan du rikta in dig på personer baserat på följande kriterier:

  • Personer som gillar eller följer din sida.
  • Alla som engagerat sig i din sida.
  • Alla som besökte din sida.
  • Personer som engagerat sig i ett inlägg eller en annons.
  • Personer som klickade på valfri uppmaningsknapp.
  • Personer som skickat ett meddelande till din sida.
  • Personer som sparat din sida eller ett inlägg.

Du kan också kombinera dessa kriterier för att inkludera/utesluta personer från en grupp att rikta in sig på.

Du kan till exempel nå personer som har besökt din sida men för närvarande inte gillar eller följer den.

Dessutom låter LinkedIn dig rikta in dig på personer som har engagerat dig i dina enstaka bildannonser.

Du kan välja mellan vilket engagemang som helst (personer som har reagerat eller kommenterat, såväl som klickat) eller begränsa det till endast avgiftsbelagda klick.

Gör om dina remarketingkampanjer

Du är redo att testa några nya metoder för remarketing i dina kampanjer.

Tänk igenom nya målgrupper som är vettiga för ditt varumärke och mål, och börja med att bygga ut dem.

Om du är osäker på att publiken kommer att vara tillräckligt stor för att motivera segmentering, bygg dem och se hur stora de blir med tiden.

Se till att införliva engagemangsbaserade och webbplatsbesöksbaserade målgrupper för att framtidssäkra dig mot spårningsbegränsningar.

Kom ihåg att de som engagerar sociala plattformar är förstapartspublik och mer pålitliga än tredjepartspublik som byggts via en pixel, så de kommer sannolikt att innehålla en större pool av de individer du vill rikta in dig på.

Slutligen, glöm inte att utveckla unika och kreativa meddelanden för att tala till varje publik. Starta dina kampanjer och börja testning!

Fler resurser:

Utvald bild: Den Rise/Shutterstock



Googles sökresultat för skrivbordet är nu oändligt rullningsbara


Google's Desktop Search Results Are Now Endlessly Scrollable

Google is making desktop search results more like mobile with an update that lets users endlessly scroll through multiple pages.

Continuous scrolling is now rolling out to desktop search results in the United States.

In an email to Search Engine Journal, Google förklarar hur SERP:erna kommer att visa upp till sex sidor med webbadresser innan användarna uppmanas att klicka på "fler resultat":

"... vi tar med kontinuerlig rullning till skrivbordet så att du kan fortsätta att se mer användbara sökresultat med färre klick. Det är nu ännu enklare att bli inspirerad med mer information till hands.

Nu, när du scrollar ner kommer du att fortsätta att hitta relevanta resultat så att du kan upptäcka nya idéer. När du når botten av en sökresultatsida kommer upp till sex sidor med resultat att visas automatiskt tills du ser knappen "Fler resultat" om du vill fortsätta vidare."

Eftersom Google fortsätter att fylla den första sidan med sökresultat med annonser, utvalda utdrag, media, "människor frågar också"-rutor och andra funktioner, är den här uppdateringen en vinst för vanliga webbsidor.

Genom att ge sökarna möjligheten att bläddra igenom sex sidor samtidigt ökar deras sannolikhet att se fler resultat innan de hamnar på en vägspärr.

Vi förväntar oss inte att denna förändring kommer att påverka rapporteringen. Google noterade förra året, vid uppdatering av mobila sökresultat till kontinuerlig rullning, att det inte finns någon skillnad i Search Console.

Det beror på att Search Console spårar SERP-positioner, inte sidor, förklarar Google:

Utvald bild: Ashalatha/Shutterstock


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