REMARKETING PARAMETERS
Remarketing is a keen method to interface guests to your site who might not have made a quick buy or request. This allows you to place targeted advertisements in front of a target audience that previously visited your website – as they browse elsewhere around the Internet.
At Adhesion, many of our customers find remarketing to be a (very) cost-effective form of advertising to remind visitors of (your) offering and to increase brand awareness. For any business with a website, if you are considering online advertising, our experts suggest investing in some remarketing.
Google remarketing is an ideal advertising strategy, especially where the sales process is long and thoughtful and competitive. Executed properly it can be a powerful tool to improve sales conversions and enhance your brand profile.
What ad formats and sizes are used?
Most remarketing ads are delivered in text and image display formats and are managed from Google AdWords. An increasing number of advertisements, including video formats, are becoming animated. Image animation in display ads is usually achieved using GIF or HTML5.
Display ad size options are determined by the spaces allocated by websites that accept advertisements. There are a large number of standard sizes and, on adhesion, we usually recommend display ads to be constructed with the most common 4 or 5 sizes.
How does Google remarketing work?
It is actually quite simple. When they meet your criteria, remarketing works by placing cookies on your website visitor’s device. Their cookie IDs are added to your remarketing audience list. You can have multiple lists with a range of different criteria.
For example, you may want to target visitors who view a particular page or section on your website but do not make a purchase or complete an inquiry form.
Each cookie has a unique ID that is automatically added to your remarketing list. You can have multiple lists with different membership duration, target, and a range of criteria.
There are many advertising controls, including the length of time that a cookie ID stays on your remarketing list, the impression cap on how many ads are shown to a person per day, and the ability to block ads on certain websites. You can also set criteria to control the targeting of your ads, for example, age, gender, location, and interests based on your browsing behaviour.
The Google remarketing feature has recently come through a revision and Google has added more features and controls for advertisers. The remarketing feature now allows for greater flexibility using advanced Google Analytics code. It allows us to create and manage lists without the need to place specific code on the website.