7 steps to use remarketing and not lose any customers!

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Integrated Communication , Digital Marketing , Posts about Ads , Posts about Sales
Did you know that the average cart abandonment rate for e-commerce is 70.19%, according to research by the Baymard Institute in 2024? Furthermore, according to other reliable sources, it is stated that most consumers do not make a purchase immediately after accessing a website, often abandoning the cart, with the possibility of returning or not. What if I told you that there is a way to bring these visitors back and increase your chances of selling? This digital marketing approach is called remarketing!

Remarketing involves displaying personalized ads to users who have previously shown interest in your products or services but have not completed a purchase. The goal is to encourage them to return to your website and complete the desired action.

In this post, you will learn what remarketing is, how it works, and 7 steps to apply it to your business' digital marketing. Check it out!

CONTACT US AND FIND OUT HOW TO USE REMARKETING TO SELL MORE
What is remarketing in digital marketing?
Remarketing literally means marketing to the same zalo database again. In other words, it involves sending content, campaigns, and ads to users who have had contact with your brand before, but have not become customers.

For example, imagine that you visited a travel website and searched for Orlando packages. Then, you left the site without buying anything and went to browse other websites or social networks. Suddenly, you start seeing ads from the travel website you visited, showing you deals and promotions for Orlando. This is an example of remarketing!

Let’s look at the 7 steps to structure remarketing in your digital marketing!
To execute an effective remarketing strategy, it is essential to follow some basic and strategic steps. See below the essential steps to successfully apply it to your e-commerce.

1- Define your goal
The first step is to define the objective of your remarketing campaign within digital marketing. For example, increasing sales, reducing cart abandonment, generating qualified leads, etc.

2- Create a remarketing list
The second step is to create a remarketing list, that is, a group of users that you want to impact with your ads. To do this, you need to use tools such as the Meta for Business pixel or Google Analytics to track your website visitors and collect their data.

You can create lists based on different criteria, such as: who visited more than five pages on your website or a specific product on it; who left a comment on your content; who clicked on the link to your profile on social media; who made a purchase above a certain amount, among others.

In the case of Google, it is also possible to do this remarketing automatically, by programming tags that trigger ads to all people who visit your website or perform a specific action on it (leaving products in the cart, accessing the purchase page, etc.). In this case, it is not necessary to upload a list. Google Ads itself identifies that the person entered your website, performed the desired action and triggers the programmed ads for this internet user on partner websites that provide space for ads (display network) and on YouTube.

3- Choose your format
What is the most appropriate format to display your offer to users? You can use text, images, videos or a combination of these elements. Remember to follow the best practices of each platform and use colors, fonts and images that are in line with your visual identity.

4- Define your budget
How much will you spend on each remarketing campaign? You can set a daily or total budget for each campaign, and also adjust the bid amount per click or per impression. Monitor the performance of your campaigns and optimize your budget based on the results.

5- Choose a digital marketing platform
Remarketing can be done through different channels and platforms, such as:

Google Ads: Allows you to create remarketing campaigns on the Google Display Network, which includes over 2 million partner websites, apps, and videos. You can target your ads by keywords, topics, interests, and user demographics.
Meta Ads : Allows you to create remarketing campaigns on Facebook and Instagram using the Meta Ads pixel, a code that you install on your website to track user actions. You can target your ads by user behavior, location, age, gender, and interests.
Email marketing: allows you to send personalized emails to users who have signed up to your list or taken an action on your website, such as visiting a page, downloading a material or abandoning a shopping cart. You can segment your emails by user profile, preferences and browsing history.
Programmatic media: Programmatic media allows you to buy media space and create campaigns on several different websites and tools, in an automated way, without having to operate each tool or contact the owners of these pages. You can use it to impact your target audience with more assertive remarketing ads on different channels, after they visit your webpage or perform a specific action on it. This way, your remarketing actions will be more centralized and you will be able to evaluate all the results in a single place, saving the time you would waste configuring channel by channel and evaluating the results of the dashboards of each one of them. In fact, there is Criteo, which is a reference in programmatic media for remarketing actions in digital marketing.