When building a remarketing list, there is one asset that is used throughout the process - playing an important role in the overall handling of the procedure.
But what exactly is a remarketing list, and what exactly is the asset used to build it?
What Is A Remarketing List?
A remarketing list is a collection of website users who serve a specific purpose within your business.
For example, if you had a list called ‘homepage remarketing list’, then this would refer to all the people who visited the homepage of your website over a specific period of time.
This information is collected by the user’s cookies, which are added to the list as they enter and view the website under your ownership.
What Is The Purpose Of A Remarketing List?
The purpose of a remarketing list is to create a list of repeat customers and visitors, to whom you can then create specifically targeted ads based on products and services they have looked at online.
This is a commonly used tool within marketing, and the term ‘remarketing’ comes from the fact that you are showing them products and services they have already looked at - or indeed showing them similar things they might have an interest in.
Is Remarketing Important?
While not necessarily vital to all businesses - especially those who are successful in their own right - remarketing lists can be useful tools when trying to improve the success of your business, and can be the difference between customers making purchases, or merely window shopping.
The benefit of remarketing is that customers who might have been unsure about their purchase, may then be swayed to go through with it - bringing more revenue to the business owner in the process.
What Asset Is Used For This?
When business owners want to do this for their business, there is a specific asset they need to utilize to make it happen.
Custom Segment
This is the best asset that a business owner can use to make the most of their business, and the remarketing efforts they have planned to increase sales and cultivate loyal customers.
A custom segment is - perhaps predictably - a customized segment of specified data (within the larger collection) that you can then use to filter the audience of your campaigns.
One example of this is the time in which you want to search - setting your custom segment to reflect users who have visited a certain section of your website within, say, 30 days.
This might be combined with users who have added things to their baskets, but who haven’t yet confirmed their purchase. This way you can play on that idea that is already in their heads, and potentially sway them to purchase the item after all.
This might sound underhand, but it is a common aspect of online commerce, and every single day we are all confronted with targeted ads based on our search histories - and the things we like and enjoy.
Why Are They Important?
Custom segments are important because they allow business owners to specifically target portions of their customer base in order to increase sales and engagement within a particular facet of their business.
It also allows business owners to see where, perhaps, their business might be falling short when it comes to securing purchases and attaining new customers to their records.
Custom Segment Vs Custom Metric
Another term you might have heard of is ‘custom metric’, also called a tag. However, when it comes down to the differences between the two, custom metric only refers to scale and application.
A custom metric is a particular piece of information that you wish to track - one that isn’t already being tracked by Google Analytics, or whatever other service you are using to monitor your business.
What Software Can Be Used?
Now that we know a little about the processes involved, and which assets are suited for building remarketing lists, let’s take a look at which pieces of software you can use to make it happen.
Google Analytics
As mentioned previously, Google Analytics is a piece of software that can be used to track the comings and goings of various aspects of your business, and is a useful tool to business owners looking to improve their overall performance on the marketplace.
Google Analytics can be used to track web traffic and particular users/transactions, and what’s more, it is a pretty simple programme to use - requiring only a few steps to get up and running.
How Does It Work?
To use Google Analytics, the first thing you need to do is make an account. This is free, and simpy, requires you to sign in using your Google account information.
Once you have done this, you then need to decide which pieces of information you intend to monitor using Analytics. You will also need to specify the timeframe within which you want to monitor the information.
This will allow the programme to properly isolate the correct information, and make sure that the only metrics you are receiving are those useful and pertinent to your intended remarketing campaign.
What Next?
Once you have done this, you can then start using Google Ads to create and send targeted advertisements to the potential customers you have isolated through your remarketing list. This can be good for securing purchases from customers who might otherwise have been on the fence regarding the transaction.
Final Thoughts
And there we have it, everything you need to know about building remarketing lists, and which asset is the best tool for the job.
Remarketing lists are certainly useful to the whole marketing process, and can make all the difference when it comes to a business achieving success, or bottoming out on the market.
So if you want to properly build your remarketing list, then why not use this asset? Something tells me you won’t be disappointed!