Remarketing is a powerful marketing tool that involves targeting ads to people who have already visited a website. This can be done through tracking technology such as browser cookies, Google Analytics, and third-party pixels. By targeting users who are already familiar with a brand’s website, remarketing can help to increase the conversion rate and drive more sales.
However, remarketing audiences cannot always be defined by default, since it depends on the type of marketing strategy being used and the type of customers being targeted. For example, a website might track visitors who have visited a product page, but not gone on to purchase the product. A remarketing campaign could then be created to target those users, reminding them of the product.
On the other hand, many remarketing campaigns are set up with an “all users” default. This means that regardless of where on the website a user has gone, a user who has been on the site is considered part of the audience. However, this type of targeting might not be effective in certain circumstances, as it can lead to a lot of wasted ad views if there are no conversions.
For a more effective remarketing campaigns, marketers should consider defining audiences based on specific attributes. This could involve segmenting users based on their behavior on the site, such as how long they’ve been on the page, what page they’ve visited, or how many times they’ve visited. This way, the marketers can ensure that the ads are being targeted to the right audience with the right message.
Another way to define audiences for remarketing campaigns is by segmenting users based on demographic information, such as gender, age, location, and interests. This form of targeting allows marketers to personalize ads based on the user’s interests and preferences, making the ads more likely to be successful.
Finally, remarketing campaigns can also be targeted to certain devices. For example, marketers might choose to target users based on their device type, operating system, or browser. This means that users who are on a certain device type will only be targeted with ads on that device type.
Overall, while remarketing audiences can’t be defined by default, there are a variety of ways to make sure that the campaigns are effective. By segmenting audiences based on their behavior on the site, demographic data, and device type, marketers can ensure that their remarketing campaigns are engaging the right users with the right message.