Remarketing Ads are advertisements that you choose to show users who have already interacted with your company in some way. For example, if they have visited your website, clicked on/interacted with a specific ad or liked your social media page. Remarketing can be an essential stage in the sales funnel. However, contrary to popular belief, it isn’t necessary for every business.
Paid search advertising is advertising that appears on search engines on a pay-pay-click (PPC) model. It works by targeting specific ‘keywords’ that you would like your advertisements to appear for, and placing a maximum cost-per-click bid to let the search engine know how much you’re willing to pay per click.
Google Display Advertising is run through the Google Ads platform, via the Google Display Network or GDN (comprised of YouTube, Gmail and Google Display partners).
Instead of being text-based, Display Ads can be in either image or video form, and offer many alternative targeting options to Google Search Advertising.
Bing Ads, recently rebranded as Microsoft Advertising, is a search advertising platform owned by Microsoft.
When deciding if Bing Ads is the right platform to use for your business, there are certain factors that should be taken into consideration. For example, Bing’s audience is typically older and a much smaller volume than Google. Therefore, you may find that your campaign performs extremely well on Google Ads, but doesn’t deliver the same results on Bing Ads.
Remarketing works when code is installed on your website to enable you to track users. For example, the Facebook Pixel will allow you to track users who reach your site through Facebook Advertising, and the Global Site Tag will allow you to track users on Google Analytics from Google Ads.
Once this code is installed and tested, you can begin to build your chosen audiences to remarket to.
Remarketing can be implemented on many advertising platforms including Google Ads, Facebook/Instagram Ads, Microsoft Ads (Bing), YouTube and LinkedIn. When creating a remarketing campaign, you will need to choose which audience you want to target and which placements you want your ads to appear on.
As well as an effective way of staying engaged with your audience, conversion rates for returning users have been proven to be much higher than first-time visitors, therefore, it makes sense to remind these users to return to your website.
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