What is Remarketing in Contextual Advertising?

Demonstrating text and image ads (contextual advertising) entails the usage of so-called targeting, or, simply put, aiming at a specific audience. A correctly configured targeting process allows spending your advertising budget more economically, as targeted ads are displayed only to those Internet users, for which it might be interesting. Known technologies such as retargeting or remarketing allow improvement ing the accuracy of "target" ads to the audience. For example, the Google dDisplay nNetwork remarketing ads can be seen by only those internet users twhato have already been on the advertised website, which, in turn, means that they were interested in what the site's offers.

The working principle of remarketing is easy to understand by an example. So, if a visitor came to an Internet shop, and haves long been studying the assortment, but didoes not dare to buy, then with the help of remarketing, you can show your contextual ads to this visitor when he visits different sites containing Google ads, thereby increasing the chance of his return. Hence, the effectiveness of contextual ads increases, and the likelihood that the visitor will be converted into a buyer grows up likewise.

Today, the remarketing technology included in the toolkit for all advertisers of the Google Display Network. Hence, everyone wishing to be engaged in remarketing can just add a special piece of code called a remarketing tag to the advertised website, and the information about page visitors tof the site will be entered into remarketing lists.

Thus, you can create as many remarketing lists as you want, which can include, for example, only those visitors who have visited the home page of your website, or those who have been on the site for a considerable amount of time. Also, by doing so, you can create individual advertising campaigns that will be focused on the users of these lists only. It should also be noted that launching a Google AdWords advertising campaign requires that those lists contain athe numblerast of100 user IDs at least 100.

Besides, when using remarketing for improving the effectiveness of advertising campaigns with the help of Google AdWords, choosing the right strategy is a mandatory requirement. Ideally, getting started with remarketing begins with choosing a simple strategy, by adding into a chosen remarketing, — for example, only those users twhato have visited the main page of your site (but have not committed the conversion).

In further work with remarketing, you can choose a more sophisticated strategy, while adding to the lists those users who have committed the conversion, and thereby then offer them related products or services. Additionally, you can divide your remarketing lists across categories of goods/services available on the site, thereby carrying out an advertising campaign aimed at the users interested in specific products/services.

When forming remarketing lists, you can add special conditions in accordance with which users who havinge visited one page but then did not visit another, and this can be combined into a single list. This can be useful, for example, when visitors come to the cart page, while not landing on the purchase confirmation page.

Remarketing is by far the most efficient method of improving the convertibility of site visitors into buyers/consumers of services; therefore, it's actively used by many companies around the globe. Interestingly, the most of the companies using remarketing are small and medium-sized businesses, since it doesn't require large advertising budgets, while allowing you to create the effect of a powerful presence of your company on the internet with minimal expenses.