Knowledge Base

In today's competitive digital world, it is becoming increasingly difficult to attract the attention of potential customers and turn them into loyal customers. The customer journey is no longer linear and involves many different touchpoints. Remarketing comes into play at this point, helping you win back users who have visited your website but have not taken any action by showing them special ads. In this comprehensive guide, we will examine in detail what remarketing is, how it works, its different types, strategies, and what you should pay attention to in order to achieve success.

1. Basic Principles of Remarketing

1.1. Definition and Purpose of Remarketing

Remarketing is the process of showing ads to people who have previously interacted with your website, mobile app, or social media account. The main purpose is to make these people remember your brand, revive their interest, and direct them to a purchase or conversion transaction. Remarketing is also often referred to as "targeted advertising" or "retargeting."

1.2. Why is Remarketing Important?

• Increases Conversion Rates: People who have already visited your website are interested in your brand and products. Remarketing can significantly increase conversion rates by leveraging this interest.
• Strengthens Brand Awareness: Continuously showing your ads to potential customers increases brand awareness and makes your brand memorable.
• Offers Special Targeting Opportunities: Remarketing allows you to show special ads based on users' behavior, interests, and demographic characteristics.
• Cost-Effective: Compared to general advertising campaigns, remarketing usually allows you to achieve higher conversions with lower costs.
• Increases Customer Loyalty: You can increase customer loyalty by offering special offers to existing customers.

1.3. How Remarketing Works

At the heart of remarketing are cookies and small pieces of code called pixels. When a user visits your website, a cookie is placed in their browser. This cookie tracks the user's behavior on your website (which pages they visited, which products they looked at, etc.). Later, when this user visits other websites, advertising platforms (such as Google Ads, Facebook Ads) recognize this cookie and show them your ads.

Step-by-Step Remarketing Process:

1. The user visits your website.
2. Your website places a cookie in the user's browser.
3. The user visits another website (e.g., news site, blog, social media).
4. The advertising platform recognizes the cookie in the user's browser.
5. The advertising platform shows your advertisement, which is determined based on the user's behavior.

2. Types of Remarketing

2.1. Standard Remarketing

Standard remarketing involves showing ads to all users who have visited your website. This is the most basic type of remarketing and is often used to reach a broad audience.

2.2. Dynamic Remarketing

Dynamic remarketing shows customized ads based on the specific products or services that the user viewed on your website. For example, if a user looked at a shoe on your website, dynamic remarketing allows them to see ads for that shoe on other websites.

Dynamic Remarketing Example (Google Ads):

<script>
  gtag('event', 'view_item', {
    'items': [
      {
        'id': '12345',
        'name': 'Running Shoe',
        'list_name': 'Product List',
        'brand': 'Nike',
        'category': 'Shoes',
        'variant': 'Blue',
        'list_position': 1,
        'quantity': 1,
        'price': 99.99
      }
    ]
  });
</script>

This code informs Google Ads that the user has viewed the "Running Shoe" product. Google Ads can then use this information to create customized ads that will appeal to the user.

2.3. Remarketing Lists for Search Ads (RLSA)

Remarketing lists for search ads (RLSA) allow you to show different ads or adjust your bids to users who have previously visited your website in Google search results. For example, if a user who has previously visited your website searches for the same keyword again, you can bid higher for them or show them a more compelling ad text.

2.4. Video Remarketing

Video remarketing involves showing ads to users who have watched your videos on YouTube or other video platforms. This is an effective way to increase brand awareness and engage with potential customers.

2.5. Customer List Remarketing

Customer list remarketing allows you to upload your existing customer list (email addresses, phone numbers, etc.) to advertising platforms and show these customers specific ads. This is ideal for maintaining engagement with existing customers, offering them special deals, and increasing customer loyalty.

Customer List Remarketing Data Format Example (CSV):

email,phone
[email protected],5551234567
[email protected],5559876543

3. Remarketing Platforms

3.1. Google Ads Remarketing

Google Ads is one of the most popular remarketing platforms. It allows you to reach a wide audience, use different types of remarketing, and take advantage of advanced targeting options.

3.2. Facebook Ads Remarketing

Facebook Ads is an ideal platform for reaching social media users. You can create remarketing campaigns on Facebook, Instagram, and the Audience Network.

3.3. Other Platforms

In addition to Google Ads and Facebook Ads, there are also different remarketing platforms such as Criteo, AdRoll, and LinkedIn Ads. Which platform is most suitable for you depends on your target audience and marketing goals.

4. Effective Remarketing Strategies

4.1. Target Audience Segmentation

The success of your remarketing campaigns depends on segmenting your target audience correctly. By dividing users into different segments based on their behavior, interests, demographic characteristics, and purchase history, you can show each segment specific ads.

Target Audience Segmentation Examples:

• Shopping Cart Abandoners: Users who have added products to their cart but have not completed the purchase.
• Product Page Visitors: Users who are interested in a specific product or category.
• Blog Readers: Users who read your blog posts and are interested in specific topics.
• Existing Customers: Users who have previously made purchases from you.

4.2. Ad Texts and Visuals

It is very important that your remarketing ads are eye-catching and engaging. Refer to the user's behavior on your website in your ad texts and offer them special offers. Make sure your visuals are high quality and consistent with your brand.

4.3. Bid Optimization

You need to regularly optimize your bids for the success of your remarketing campaigns. Try to achieve the highest conversion by setting different bids for different segments.

4.4. Frequency Capping

Showing a user too many ads can annoy them and create a negative perception of your brand. Therefore, it is important to limit the frequency of your ads. Frequency capping allows you to determine how many times you will show an ad to a user within a certain period of time.

4.5. A/B Testing

It is important to conduct A/B tests to improve the performance of your remarketing campaigns. By testing different ad texts, visuals, offers, and targeting options, you can determine the combinations that give the best results.

5. Advantages and Disadvantages of Remarketing

6. Real-Life Examples and Case Studies

6.1. E-Commerce Site Case Study

An e-commerce site launched a remarketing campaign targeting users who abandoned their carts. As part of this campaign, they showed users ads for the products they left in their carts and offered them special offers such as free shipping or discount coupons. As a result of the campaign, they achieved a 25% reduction in cart abandonment rate and a 15% increase in conversion rate.

6.2. Travel Agency Case Study

A travel agency launched a remarketing campaign targeting users who were interested in a specific destination on their website. As part of this campaign, they showed users ads for hotels, plane tickets, and tours for that destination. As a result of the campaign, they achieved a 20% increase in the number of bookings.

7. Frequently Asked Questions (FAQ)

• 7.1. Which platform should I use for remarketing?
• Which platform is best for you depends on your target audience and marketing goals. Google Ads is ideal for reaching a broad audience and using different types of remarketing. Facebook Ads is more suitable for reaching social media users.
• 7.2. How should I determine my remarketing budget?
• When determining your remarketing budget, you need to consider the size of your target audience, the cost of your ads, and your conversion goals. You can start with a small budget and increase your budget by tracking your performance.
• 7.3. How can I measure the performance of my remarketing campaigns?
• To measure the performance of your remarketing campaigns, you can track metrics such as conversion rate, click-through rate (CTR), cost per click (CPC), and return on investment (ROI). By regularly analyzing these metrics, you can optimize your campaigns.
• 7.4. What should I pay attention to in remarketing?

Here are some important points to consider in your remarketing campaigns:

• Segment your target audience correctly.
• Create eye-catching and engaging ads.
• Optimize your offers regularly.
• Set the frequency cap correctly.
• Do A/B tests.
• Comply with data privacy laws.

8. Conclusion and Summary

Remarketing can be an indispensable part of your digital marketing strategy. When implemented with the right strategies, it can increase your conversion rates, strengthen your brand awareness, and increase customer loyalty. In this guide, we have examined the basic principles, different types, platforms, strategies, and things to consider in remarketing in detail. I hope this information helps you succeed in your remarketing campaigns.