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The Ultimate Guide to Google Ads Remarketing

Remarketing has become ubiquitous across the web, as users frequently gripe about endless ads chasing them around the web after viewing a product once.

Yet, when used correctly, remarketing continues to be an effective tool in the box for paid media marketers across the spectrum of industries.

In keeping up with increasing restrictions on tracking capabilities, ad platforms continue to roll out new options for reaching users outside of the box of traditional pixel-based remarketing.

First, let’s start with a basic definition for those who may be less familiar with the tactic.

What Is Remarketing?

Remarketing (sometimes called retargeting) is a paid marketing tactic allowing you to serve ads to individuals who have previously visited a website or engaged with your content on a social channel.

Website-based remarketing utilizes a pixel placed on the website to reach individuals who have visited specific pages or performed certain events.

Meanwhile, engagement-based remarketing allows you to reach those who have interacted with your social media content or watched a video.

Read on to discover the types of remarketing you should be considering for your campaigns.

1. Cart Abandoners

Shopping cart abandoners went through the work of finding a product they wanted and adding it to their cart without finalizing the checkout process.

Remarketing to people with these ads can encourage them to return to the site and complete their purchases.

Including an offer may also entice people to come back and finish buying. However, it would be best if you were careful that people don’t simply come to expect they can manipulate the process to receive a discount.

It can also be a time to reiterate selling points for your brand.

For instance, if you offer a two-year warranty when most competitors only offer one year, call that out in ads.

Make the case to bring people back in, which may be the nudge to shift them over the edge into a buying mood.

2. Video Viewers

Video view remarketing can capture intent from people who haven’t even visited your website.

YouTube, Meta, and LinkedIn are three popular channels allowing for the creation of view remarketing audiences.

Pic courtesy: searchenginejournal.com

Within YouTube, you can segment people based on the following criteria:

• Viewed any video from a channel.
• Viewed certain videos.
• Viewed any video (as an ad) from a channel.
• Viewed certain videos (as ads).
• Channel interactions, including visits, subscriptions, and video likes.

Pic courtesy: searchenginejournal.com

Within Meta, you can segment people based on the following criteria for any video or set of videos you select:

• Viewed a video for at least three, 10, or 15 seconds.
• Watched a video to 25%, 50%, 75%, or 95%.

Finally, LinkedIn allows you to segment video view audiences by 25%, 50%, 75%, or 95%.

Creating audiences of people who have committed to watching all or most of your video can segment out higher intent people who may be more likely to download an asset or want to attend a webinar.

People who watched shorter lengths of time may still be willing to view additional content in future remarketing campaigns.

3. Pricing Page Visitors

If a shopper visits a pricing page, they’re likely further along in the product research process than somebody else who sees the homepage.

They may be comparing costs versus competitors and digging into the specific features available by pricing tier.

Bucketing out pricing page visitors into their category can produce a higher intent audience than you’d get targeting all visitors as a whole.

Pic courtesy: searchenginejournal.com

These individuals may be more willing to respond to a call-to-action for a product demo or a call with a salesperson.

You could also put together an asset with tips for evaluating products in your industry, which may appeal to people making product comparisons.

For example, my past client, who sold board management software, offered a worksheet for evaluating board software, serving remarketing ads on display and social to convince previous visitors to supply their email addresses.

4. Previous Purchasers

If someone bought from your site in the past, you could remarket them later to encourage them to make another purchase.

The products you promote and the timing for future remarketing depends on the type of product purchased.

For instance, if somebody just bought a new backpack, they may be open to purchasing related gear like a hiking pole.

If someone orders a printer, they likely don’t want another printer immediately but may need replacement ink cartridges six months later.

You should exercise caution not to annoy people because they form a negative perception of your brand after already completing a purchase, so don’t try this too soon.

Also include frequency caps where channels allow.

5. Industry-Specific Page Visitors

Segmenting audiences by industry can be complicated when attempting to market to people in niche industries.

If you have pages on your site dedicated to each industry, you can build separate remarketing audiences for each of those pages.

Effectively, you’ll now create buckets of people who have raised their hands saying they’re interested in services for a particular industry.

You can target unique ads tailored by industry to speak more specifically to these people based on their needs.

For instance, you might have a guide explaining how real estate developers can use your software to track prospects and target that to people who visit a real estate industry page.

6. Higher Funnel Converters

Particularly for the B2B world, converting a prospect to a sale often entails a lengthy process of multiple touchpoints.

Offering a downloadable asset like a guide, or inviting people to sign up for a webinar, can build an audience of people who are interested enough to raise their hands.

Pic courtesy: searchenginejournal.com

You can then build remarketing lists based on people who download a higher funnel asset, setting up a new campaign targeting those with lower funnel call-to-action, such as a product demo.

You could target this via a website pixel (reaching people who have previously filled out a specific form) or via lead form retargeting in Meta or LinkedIn (reaching people who have filled out an in-platform form).

Think through the buying stages for your target personas and build out remarketing for people who interact at each part of the process.

7. Page Engagers

Facebook/Instagram page engagement audiences, available within the Meta Ads interface, allow for another way to capture user intent outside your site.

If a user chooses to like or comment on a Facebook post, they’re indicating some level of interest in what you have to offer.

Pic courtesy: searchenginejournal.com

Currently, you can target people based on the following criteria:

• People who like or follow your page.
• Everyone who engaged with your page.
• Anyone who visited your page.
• People who engaged with any post or ad.
• People who clicked any call-to-action button.
• People who sent a message to your page.
• People who saved your page or a post.

You can also combine these criteria to include/exclude people from a group to target.

For instance, you could reach people who have visited your page but do not currently like or follow it.

Additionally, LinkedIn allows you to retarget people who have engaged with your single image ads.

You can choose from any engagement (people who reacted or commented, as well as clicked) or limit it to only chargeable clicks.

For more information and to gain better results via Search Engine Optimization (SEO), Hire SEO Expert from us as we give you a high-quality SEO Service by utilizing all the latest tools and advanced methodology. E-mail us any clock at – hello@hkinfosoft.com or Skype us: “hkinfosoft”.

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• searchenginejournal.com

Instagram Changes Ranking Algorithm To Favor Original Content

Instagram is updating its home feed ranking algorithm and giving a boost to original creations.

Instagram’s home feed ranking algorithm is receiving an update that’s designed to boost the visibility of original content.

Head of Instagram, Adam Mosseri, announced the ranking change is one component of a larger effort to reward originality and give credit where it’s due.

Mosseri states:

“People expressing themselves is the heartbeat of Instagram. It’s what makes Instagram work. I’ve talked a lot this year about how creators are incredibly important to Instagram’s future. And one of the things I’ve learned from speaking with creators is how important getting credit for their work is to them. So today, a few hidden gems, a few way’s we’re going to make sure that credit is going to those who deserve it.”

He goes on to discuss three updates intended to help credit creators for their work:

• Home feed ranking change
• Product tags
• Enhanced people tags

Here’s more about each of the changes rolling out.

Instagram Ranking Update

Without revealing too many details, Mosseri says Instagram’s ranking algorithm will now assign more value to the original content.

That means content someone creates and publishes themselves is likely to be more visible on Instagram than republished content.

Mosseri explains:

“I know a lot of you are skeptical of ranking, but it really does help us make sure that Instagram is more valuable to each and every person who uses the platform. This [update] is specifically focused on this idea of originality.

If you create something from scratch you should get more credit than if you are sharing something that you found from someone else. We’re going to do more to try and value original content more, particularly compared to reposted content.”

Short on specifics, this announcement immediately calls to mind several questions. One of them being: Does the content have to be original to Instagram?

It’s common for creators to share the same piece of content on multiple platforms

What if a user is reposting content they originally created and shared on another site?

Would they still get a boost for publishing their own content even though it’s available elsewhere?

Or, would it be considered reposted content since it can be seen outside of Instagram?

It’s not clear if the intention here is really to reward creators for originality, or to encourage the creation of more Instagram-exclusive content.

Hopefully Instagram shares more information about this update in the future.

Product Tags

The ability to tag products in Instagram posts was previously available to select users. Now, this feature is available to everyone.

Mosseri states:

“Product tags have been available for a while now, but they’re now going to be available to everyone. So no matter who you are out there, you can tag a product and drive some traffic or attention to a business or a creator that you love.”

You can tag a product in an Instagram post by following these steps:

• Start to create a post.
• Tap ‘Tag people’.
• Search and tag the brand first.
• Two options should show up at the bottom labeled ‘People’ & ‘Products’.
• Tap ‘Products’.
• Tap the photo to start tagging products.
• Hit ‘Share’ to publish the post.

This feature is designed solely to shout out your favorite brands and small businesses.

There are no benefits, such as affiliate income, if someone buys a product tagged in your post.

Enhanced People Tags

Instagram’s existing people tagging feature is getting a small enhancement.

Now, individual users can add categories to their profiles that show up when they’re tagged in a photo or video.

If someone publishes a video of you speaking at a conference and tags you, this new category feature will allow people to see who you are and what you do.

Mosseri states:

“So you’ve always been able to tag accounts on Instagram and photos or videos for a long time now, but now you can actually select a category for yourself.

So if you go into profile, edit profile, and that category will show up when you are tagged in a photo or a video. Again, trying to make sure that you can have your presence, your identity, be what you want it to be and have that credit flow appropriately.”

Lastly, Mosseri reiterates Instagram is committed to ensuring users are credited appropriately.

“Again, creators are incredibly important to the future of Instagram, and we want to make sure they’re successful on the platform and they’re getting all the credit they deserve. And hopefully these three changes are small steps in that direction.”

For more information and to gain better results via Search Engine Optimization (SEO), Hire SEO Expert from us as we give you a high-quality SEO Service by utilizing all the latest tools and advanced methodology. E-mail us any clock at – hello@hkinfosoft.com or Skype us: “hkinfosoft”.

To gain better results in the search engine, please visit our technology page.

Content Source:

1. searchenginejournal.com