Remarketing is a very sexy thing these days in Internet advertising, especially on Google AdWords. There’s remarketing and there’s retargeting. The former refers to reaching back out to a potential customer who lands on your website, and “re” marketing to him or her by “re” showing them an ad. The latter is similar, but usually refers to going to a broker who “buys” lists (cookies) of people who have searched for a key term, or shown interest in a key product or service, and then you “re” target that person to your own advertisement. In both cases, remarketing / retargeting means following someone around the Internet and REshowing him or her your ad.
This list identifies some of the top articles on remarketing for your online marketing learning and enjoyment. Let’s get started!
It’s confusing! Here are two of the best articles on remarketing, starting with Google.
ClickZ has a nice article on remarketing, here. What I like about this is it is not only a two-part series but it is very step-by-step. In addition, it explains how to leverage your already existing Google Analytics code to make it (relatively) easy to set up your remarketing list. The official Google Analytics YouTube channel has produced a nice explanatory video, here.
Another good article on remarketing explains a more basic, or traditional way to add the code, here.
When does remarketing work? That’s a conceptual question, and most of these articles talk about remarketing “as if” you already understand why you want to use it. Remarketing works best if the following criteria are met:
Remarketing doesn’t work when these criteria aren’t met, and/or when your own website doesn’t generate enough traffic for Google to build a large remarketing list. That’s when you might turn to retargeting, which usually involves a broker. But, again, that really only works if you have a) a high value product, and b) a long time horizon in the purchase. Remarketing and retargeting are not for everyone… but they can be useful for some situations.
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