Remarketing and retargeting - when it is applied and what are the results

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Defining and targeting the target group is one of the most important steps of the entire marketing campaign. If the sales message is not directed at the right group (and if it is not directed in the right way), the results will be lacking. In addition to initial targeting, there is also remarketing, or retargeting. It is an online marketing strategy that involves directing advertising towards an audience that has already interacted with the business. In the remarketing or retargeting group, we usually include previous website visitors, people who previously left an email address, application users... When forming a remarketing group, all available sources that telegram data point to potential clients are used. The focus is placed on individuals whose interest in a particular product or service could already be noted based on previous interactions.

Although some marketers point out that the term remarketing is used exclusively for Google Ads and email campaigns, and retargeting for campaigns on social networks - they are almost synonymous. The terms are very similar and indicate a similar process. Remarketing is used to make it easier for businesses to communicate with potential customers through personalized offers, i.e. advertisements.

An example of remarketing advertising

The process and results of remarketing are easiest to summarize with an example.

Your business, for example, deals with the sale of computers and electronic equipment. Person A is searching online for a new laptop, and Google offers him exactly your site in the top suggestions (because you run a successful online marketing campaign) as an answer to the search. Person A enters the site, carefully examines the offer and after some time leaves the page without making a purchase. By all accounts, person A will completely forget that he ever visited your site in a few days.

However, the next time person A wants to read his favorite blog or find out about the latest news, he will also notice special remarketing ads, which are there to remind him of exactly those products from your range in which he showed interest. You can "sweeten" the offer by offering an additional 10% discount on selected products. There is a high probability that person A will visit your page again this time and make a purchase. You will apply a similar tactic to person B, C or D, and a personalized approach will yield results. The percentage of conversion with remarketing campaigns is significantly higher than with initially launched campaigns, which are aimed at a wider group. In this case, the funnel narrows and the targeting is sophisticated.