Google AdWords
Allows you to use different types of remarketing:
Standard – regular remarketing in the content-media investor phone number data network (find and return a client who visited the site).
Look-alike – the target audience is similar to your list.
Search remarketing – involves limiting the audience to a list or adjusting bids.
Customer Match – email addresses are used as a remarketing list.
Dynamic (product) – allows you to show the visitor advertisements that match his interests in automatic mode.
The listed types of remarketing are universal, but the service also offers two more “narrow” tools for video and mobile applications.
myTarget
The advertising exchange makes it possible to target users of Mail.Ru Group platforms – and this is about 140 million people! The second important advantage is fine-tuning, including more than three hundred parameters, which allows almost precise segmentation of the audience and multiple increases in the effectiveness of marketing campaigns.
The Audiences service is used to create a list of users – recipients of remarketing. The list can be based on several sources of information about clients, and the selected types of parameters are then used to set up the entire campaign.
myTarget
Types of information for the basis of segmentation:
Resource visitors. Data about them is accumulated by means of the [email protected] counter or "Pixel".
Users who clicked on or viewed an advertisement.
Geographical principle (regions of residence indicated in the questionnaires).
Subscribers to VKontakte groups with topics of interest.
Subscribers to groups on the specified topic in Odnoklassniki.
People using relevant Android apps.
Those who installed the application and performed certain actions in it. MyTracker, AppMetrica, AppsFlyer, Adjust, each of which is supported by myTarget, will help you compile such a list.
Ready-made remarketing lists. Different types of user IDs are used, the advertiser just needs to upload his file.
Search Engine Queries. Those who entered queries of interest to the advertiser will be included in the list.
Read also!
"Dynamic Remarketing, or How to Bring a Client Back to a Website"
The data used as the basis for segmentation does not depend on the selected service, but is directly related to correct goal setting.
The types of remarketing depend on the purpose of the re-contact:
Returning users and leading them to the target action. A product or service is advertised that a person has already shown interest in, but for some reason did not go further. At the same time, the product description is supplemented with interesting information about its qualities and advantages or a profitable offer (discount, gift), which can make a potential client decide to make a purchase.
Repeat sales. If the customer has previously purchased your product, it is worth reminding him of the opportunity to buy another copy: simply write to the email address left during the first purchase.
Offering related products or services. If a customer has purchased a photo printer, why not offer them quality photo paper or paint? Perhaps they did not buy the equipment from you, since you only supply consumables, but it is necessary to make an offer. In this case, thematic social network communities and segmentation of users by types of purchases come to the rescue.
3 Remarketing Strategies
Not a chaotic set of actions and methods, but a carefully constructed strategy - this is the secret to the success of the business as a whole and its individual components. Remarketing is no exception.
Consistent strategy.
The user is not rushed, no pressure is put on him. He gets to know the product gradually, during each contact he receives a new portion of information, which, accumulating, after a certain time allows the client to feel like a professional, "one of the guys" in the store. This type of strategy is most suitable for sales characterized by a long cycle.
Let's say we are talking about selling cars. First, you need to give the user general information about the brand he is interested in, the model range, popular models preferred by most buyers, discounts and promotions, the benefits of cooperation with your company. The information should be contained in different messages sent to a specific segment, selected based on interests and actions.
Extended time strategy.
In essence, everything is the same as in the form described above, except for the lack of need to divide the audience into groups. Advertising messages will be the same for everyone: the first - with general information, the second - with specifics about the model range, the third - with advantageous offers, etc.
A/B testing.
This type of remarketing strategy involves constant testing of the methods and techniques used, and evaluation of user reactions. Images that advertisers consider appealing and stimulating may be considered vulgar by users; the desire to speak the same language with the audience unexpectedly leads to visitors categorically refusing to accept trendy words, preferring more formal communication. A flexible testing strategy provides the ability to quickly respond to audience behavior, change the type of messages, headlines, style, and make advantageous offers.
A very important aspect is the frequency of impressions, which must be treated with the utmost attention. An advertisement that flashes before the eyes too often causes irritation and rejection, and in such a case there is no longer any talk of any target action.
