Before we start discussing about cross channel re-marketing, first let us understand what is re-marketing and why we use this.
What is Re-Marketing?
We all know Re-Marketing is a path to connect with our target audience who visited our website or mobile app in the past. It is also called Re-Targeting which help us to show ads to past website visitors when they search on google or visit any google partner websites or video channels.
Why should we use this?
It will increase the number of conversions or sales or purchases by showing ads in front of the people who interacted with your site or app. It will create a strong impact on the user mind and it encourages them to take a desired action that we want. I have personally used these re-marketing campaigns for my past website visitors to increase the total number of sales for my company.
We can create different type of re-marketing campaigns, like Search Re-Marketing, Display Re-Marketing, Video Re-Marketing and G-mail Re-Marketing campaigns to show our ads where ever they go on the web.
Now, we will see in detailed what are those search, display, video and gmail re-marketing.
1. Search Re-Marketing: You can show your search campaign ads (text ads) when your past website visitors search on google with your business related keywords.
2. Display Re-Marketing: You can show your display campaign ads (display image ads) when your past website visitors visit google partner websites.
3. Video Re-Marketing: You can show your video campaign ads (video ads) when your past website visitors watch videos on google partner video channels.
4. G-Mail Re-Marketing: You can show your gmail campaign ads (email ads) when your past website visitors login into gmail accounts (gmail ads lands on social tab or promotions tab mostly).
In order to run re-targeting campaigns we need to first add the google remarketing tracking code (Global site tag or g-tag) on to the website and create audience list as per your requirement. We can create audience list based on the pages they visit like
1. Single page visitors – visitors of a page
2. Multiple page visitors – visitors of a page who also visited another page
3. People who have visited a page but did not visited another page
4. Visited during specific dates and
5. Visited pages with special tags.
Re-Marketing list sizes: You need to have minimum audience on your re-marketing list to run campaigns. The following are the list sizes for google ads
Search re-marketing list size: Min audience list size should be 1,000 users
Display re-marketing list size: Min audience list size should be 100 users
Video re-marketing list size: Min audience list size should be 100 users
Gmail re-marketing list size: Min audience list size should be 100 users
We will get users from multiple sources like search engines like Google, Bing, Yahoo, Duck Duck Go, Yandex, AOL and Ask. Also social channels like Facebook, Instagram, LinkedIn, Twitter, Pinterest and other third party websites (with our Advanced SEO strategy off-page submissions).
Normal re-marketing is something we can show ads to past visitors based on the source that they have come from to our website. Like we discussed a user can come from search engines, or social channels, or any third party websites.
You can create a audience list and run Re-Marketing search campaigns or display campaigns or video or gmail campaigns on Google ads and show ads your past website visitors only when they search on Google or they visit any of the Google Adsense approved websites or mobile apps or youtbue channels.
Similarly you can create audience list and run Re-Marketing campaigns on social media channels and show ads only when they open and going through their social media profiles.
By now you must have understood that, we can target and show ads based on the source of traffic. Showing google re-marketing ads to those user who have come form google search engine, Bing re-marketing campaigns to who have come from Bing serach engine, Yahoo re-marketing campaigns to those who have come from Yahoo search engine etc. We can’t show Google Re-Marketing campaign ads to a user in facebook feed, or stories, or instagram feeds or stories etc.
Similarly we can’t target and show facebook re-marketing campaign ads to a user who is searching on google or visiting any of the google partner websites or apps or video channels. You can target social media re-marketing campaign ads only when they are on social media profiles, show google re-targeting campaign ads only when they are on google search engine.
Cross Channel Re-Marketing:
Its a way to put your ads in front of the past website visitors on search and social media platforms. It allows you to show ads to a user no matter where they have come from and where they will go. You can show ads on Facebook and Instagram accounts to a user who have visited your site from google search engine (source is google), can show ads on google partner websites to a user who have visited website from Facebook or Instagram (source is social media). This is what is called cross channel re-marketing. We are showing ads on cross channels irrespective of the source where they have reached our site or mobile app.
What tools we can use for this:
There are many third party tools which offers this feature to show cross channel re-marketing ads, but the following are the trusted and widely used tools for this.
1. Search Ads 360
I personally prefer and recommend AdRoll for this, because it is user friendly (easy to create campaigns, easy to upload ads, very easy dashboard to navigate and understand) and starts with $5 per day budget. You can use this for both brand awareness and remarketing purpose. AdRoll will use CPM (cost per 1000 impressions) bid strategy by default.
We need to add the AdRoll tracking code to the website, create audience list, and use them with remarketing campaigns. Everything we can track here like Impressions, Clicks, CTR, Conversions, Spend, Conversions Rate, CPA and etc. Upload up to 12 ad sizes as per ad formats, choose attribution window, see audience wise and creative wise reports.
Hopefully you will find this useful and also like this post like you did for our previous blog posts. We are looking forward to hear from you on which is your favorite tool for remarketing and why do you like it. Cheers!!!