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Remarketing and Retargeting
This is a re-show of advertisements to users who left the site without making a purchase – “catching up with ads.”
Remarketing and Retargeting are similar marketing technologies for returning customers and increasing conversions. The difference is that in Google Ads this is called Remarketing, and in Yandex Directory – Retargeting.
In addition, there are many sites for using Remarketing in Google Ads: advertising in search, KMS, social networks. Retargeting can be applied only in Yandex and in social networks.
Retargeting is configured for a separate declaration using geolocation. Re-marketing – for the entire advertising company without geodata.
Google Ads and Yandex Director accounts are associated with analytics systems: Yandex.Metrics, Pixels Director, FB, VK, Google Analytics, Ads re-marketing tag;
Web statistics systems mark the user of the site using cookies when visiting the site, advertising.;
Based on the collected information, conditional (anonymous) lists of users who have shown interest in your product or service are formed;
An ad campaign is created that shows only certain users.
Key Customer Return Strategies
Yandex and Google provide many tools for point advertising. Customers return and the types of advertisements depend on the behavior of users on the site.
Advertisements are shown to those who look like visitors to the site according to demographic data and behavioral factors. Effective for pre-sale.
Visitors who have not committed a targeted action are shown advertising on other sites on other sites and on social networks, which causes a desire to buy.
The user sees in the search output an advertisement that reminds your site, goods, services.
Contextual, advertising in social networks, partner platforms. This is an effective way to attract your potential customers and interact with those who have already shown interest in your brand.
Conversion is increased. Users are already interested in your product or service and are more likely to make a purchase than those who are first on your site.
The growth of image and trust in the company. Competent re-reminds you of your website and product will increase the awareness of your brand.
Budget savings: You will spend the same money on advertising, but with a greater return. The result of Remarketing and Retargeting is an increase in sales due to the return of the audience: it is cheaper to "catch up" with already interested users than to start searching and attracting customers from scratch.
Campaign setup speed | Up to 1 day | Up to 2 days | Up to 3 days |
|---|---|---|---|
Formation of a unique selling proposition | + | + | – |
Setting goals and segments in metrics/analytics | + | + | + |
Recommendations for increasing conversions | – | + | + |
Configuring UTM Tags | + | + | + |
Reporting | 1 time per month | 2 times a month | On request |
Landing page audit | + | + | + |
Target audience analysis and segmentation | + | + | + |
Retargeting (Yandex) | Is free* | ||
Remarketing (Google) | |||
