Remarketing is a form of advertising that reconnects you with past website visitors who did not make an immediate purchase or product enquiry previously. It allows you to position targeted ads in front of a defined audience that had previously visited your website as they browse elsewhere around the Internet.
The remarketing ads can be delivered to web pages visited by your target audience via text and/or image display formats.
How does remarketing work?
Remarketing works by following your leads around the web with related offers. When a user visits your website they are “cookied” or tagged, thus becoming a “lead”. To remarket to these visitors, a code is placed on the page that the user visits, which then triggers your ads to follow that cookied user around the web, whether that be on a social media site or on various websites across the internet.
Facebook Custom Audiences works similar to Google AdWords remarketing, but rather than showing your ads across websites within Google’s Display Network, your ads are shown on Facebook. They generally work the same way: someone visits your site or interacts with your brand, they are tagged with a code you implement to track them, and then your ads appear on their Facebook newsfeed.
So the big question is: How do I tag my marketplace for remarketing?
Google:
To show ads to people who have visited your marketplace, add the AdWords remarketing tag to your marketplace. The tag is a short snippet of code that adds your website visitors to remarketing lists; you can then target these lists with your ads.
If your website has a Google Analytics tag, you can use that tag instead and skip adding the AdWords remarketing tag.
Find out more about Google remarketing here.
Find out more setting up Google remarketing here.
Find out how to tag your site for remarketing here.
Facebook:
The Facebook pixel is a piece of JavaScript code for your website that enables you to measure, optimize and build audiences for your ad campaigns. Using the Facebook pixel, you can leverage the actions people take on your site to create more effective Facebook advertising campaigns.
The Facebook pixel can be used for three main functions including:
-
Building Custom Audiences for remarketing
-
Optimizing ads for conversions
-
Tracking conversions and attributing them back to your ads
How to set up Facebook Pixel for remarketing:
-
Set up Business Manager. Learn more here.
-
Organize a product catalog and upload it or link it to Business Manager. Learn more here.
-
Install the custom audience pixel, now called the Facebook Pixel and use custom data events to report which product IDs from your catalogue are being viewed, added to cart, and purchased.
Find out more about Facebook pixel here.
Find out more about how to set up Facebook pixel here.
Should I do this on my own?
Enabling remarketing capabilities requires a significant amount of coding knowledge so if you are not familiar with your marketplace codes, you should consider working with a web developer or someone with a technical background.