Remarketing Advertising

Reengage your audience.

Consumers like to do their research, which means they most likely won’t pull the trigger the first time they land on your website. Don’t let them forget about you! OEPMA can help you build remarketing campaigns that bring them back.

Remarketing Advertising FAQ

What is remarketing advertising?

Remarketing advertising (also known as retargeting advertising) is the act of serving display, video, or even search ads to those who have visited your website or web property in the past. You can also use customer lists to activate remarketing.

What types of remarketing are available?

All of these apply if someone has visited your website or you have submitted a customer list:

Customer List
Please see the next question for an explanation.

Video
your videos are played over Youtube and other video formats like news and sports websites

Search
someone searches for a term that you’re actively bidding on, and your ad shows up in search results

Display
Your graphic ads are displayed while someone is surfing the website or in an app.

Dynamic
adds are displayed based on products people were looking at on your website.

What is "customer list" and how are they used in remarketing?

When you obtain customers or people come to your website to collect data, they are giving you their data. It’s is called first-party data. This means you obtained it utilizing something you were offering. Be it a product, service, e-mail list or even an informational download that required an e-mail to send.

You worked yourself to obtain this data, and it’s not purchased from someone else.

Google Ads and Social Media Sites allow you to use this data to reengage these customers or clients by serving them display or video ads across the web, or in the case of social media, on their platforms.

Does remarketing just apply to websites and mobile apps?

No, you can also remarket or retarget through social media sites like Facebook and Twitter.

How is it known that someone has visited my website?

You have to place types of code on your website. The code is different for different advertising products and requires you to make an account with that service.

For example, to be able to remarket through YouTube, general websites, and mobile apps, you’d have to create a Google Ads account and place a piece of code on your website.

The same would apply for Facebook, Twitter, et al.

The code has to be on your website where when someone visits, you can begin to advertise to them.

How specific can I get with remarketing advertising?

As specific as you’d like. Depending on your business, you can have a comprehensive remarketing campaign that serves branding ads once the person visits once.

You can also make it very specific where people are served ads after reading a particular section or article on your website.

For example, let’s say you’re a financial services company, and someone comes to your website and reads information on auto loans that you’re offering. If the user has shown a particular interest in that topic, you can group them and only serve ads that inform more and more about auto loans.

Most people take their time when buying a new vehicle. You have some time to offer more information and boost your authority by using retargeting ads. While everyone else is just relying upon their website, you’re spending just a little bit more to foster the transaction.

The ads could bring them back to the website to use your loan calculator or even offer a service to help them find cars or trucks in the area that fit within your loan guidelines.

What if the person buys from me or signs up, can I stop the ads where I'm not wasting money?

Yes. You can set parameters within the campaign to stop serving ads based on actions.

As an example, if John visited your auto loan website on Monday and read information, but did not sign up, he’s added to the list of people to be served remarketing ads. On Tuesday, he clicks on your loan calculator ad. On Wednesday, clicks on your ad that helps him find a car. Finally, on Thursday, he begins starting the loan process and sends his information through your website.

Once his information is sent, he lands on a “Thank You” page.

In your account, you have set an action to stop remarketing ads once that person has reached the Thank You page. Now, John is not being served ads, and you’re not at risk of spending more money advertising to someone who has already contacted you.

You can do this with products as well through a checkout page and final order page.

Can I also set time limits to stop ads if someone doesn't contact me or order a product?

Yes. Depending upon your business, there might only be a window of time that you can successfully offer something.

Data may suggest that a person gets an auto loan within 90 days of researching it. With that in mind, you don’t want to be serving ads a year later. So you may want to place in parameters to your account to only serve the ads within a 90-day window of the first visit to your website.

After 90 days, the person may have gone with another company or just dropped the desire for a newer vehicle. At this point, you run the risk of becoming annoying and ensuring that you won’t be the company they use in the future.

Can I use remarketing advertising for any type of product or service?

No, there are restrictions on remarketing advertising and digital advertising as a whole. There are also standards usually applied by your state licensing or bar association for lawyers. Google has limitations for remarketing, which include:

Alcohol, gambling, clinical trials, prescription medications, age 13 and under, physical and mental conditions, negative financial, relationship, abuse and trauma, sexual orientation, political opinions, race ethnicity, trade union and religious. You can find the full list by visiting Google.

While Google is not the only service that allows ads to be served across the internet, you will find these types of restrictions pretty standard with others. Many people ask why these are in place, and it’s a safety precaution and generally good business from Google and other services. Here’s an example of why?:

Ex: Jim is a married man and wants a divorce from his wife. He begins to look up divorce lawyers in his area on his phone and computer. If someone were to use his phone or computer, they could see remarketing ads for divorce lawyers, given that the measures were not in place. “So you want to divorce that wife of yours? Click here” isn’t something that would advance the industry of digital advertising or even lawyers, so it’s not allowed. Also, not to mention that his wife might the one getting on his computer or phone.

You can see how this can be applied to different circumstances in areas Google has listed above.