Everything you need to know about remarketing campaigns

When a client enters your clinic's website and finally leaves without hiring your service or contacting you, you may think that you have lost that client and it is irrecoverable. However, if they have searched for your treatment on Google and then visited your website, it is because they have a certain interest in contracting the type of service you offer. Therefore, instead of just letting it go, we can start online advertising with which to make a remarketing campaign, to show those users who have previously visited our website, adapted and personalized ads in the form of a display. In this way we will try to get them to come back and hire our service when they are browsing other websites.

What is remarketing

We can understand remarketing as a tool that allows us contact the user again who has visited our website at some point but did not buy our product, hire our service or book an appointment with us.

In this way, every time a person visits our clinic's website they are registered thanks to cookies and thus, if they have not completed the purchasing process, they become part of our remarketing list.

Once we have this remarketing list is when we can launch our Display campaign, and create personalized ads for those users based on what they searched for on our website. Thus, if a user was looking for, for example, a psychology clinic that is an expert in the treatment of anxiety and visited our section of the website that deals with that topic, the advertisement that will be found will be specific for the treatment of this pathology, which will encourage you much more to visit our website again and, finally, contact us.

In this way, we can create as many specific remarketing lists as we want, to achieve greater segmentation and reach our target audience.

Today we are going to talk to you about the main tools with which to launch our remarketing campaign or campaigns: Google Ads and Facebook Ads.

Remarketing in Google Ads

The first thing we need to know is that Google has approximately 50% of all the investment in digital advertising made worldwide, so it is a very good option when we want to launch a campaign.

Google Adwords allows us to make three types of remarketing ads:

• Display Remarketing: This type of remarketing is based on banners that potential customers who have already visited our website at some point will find when they browse different web pages. As we already have information about the customer and the information they have searched for on our website, these banners (which appear at the top, side or bottom of the websites) will show personalized ads that are related to the interests of our audience.
• Remarketing on YouTube: In this case, your remarketing ads will appear in YouTube advertising just before users can play the video they're searching for. Likewise, these types of ads will also appear to people who have previously been on our website, only this time the advertising format is a video.
• Search Remarketing: Finally, this type of remarketing is carried out in Google searches themselves. Thus, Google will show our text ad to those people who have already visited our website previously and then entered certain keywords in the search engine that you have configured for that remarketing campaign.

Remarketing on Facebook Ads

In this case, the first thing we must have if we want to remarket on Facebook is a page on this social network, to which we will link our ads. Thus, to link these two elements we will have to configure the Facebook pixel on our website.

As in the previous case, Facebook also offers us different ways to do remarketing:

• Video remarketing: In this case we will direct our remarketing campaign to those people who have previously seen one of our videos. In addition, we can specify the time, for example, we can choose to direct our remarketing campaign to those people who have watched more than 5 seconds of our video.
• Remarketing for those who have not completed the purchasing process: This type of remarketing is used above all in e-commerce, with those people who have filled their shopping cart, but ultimately have not purchased. In this way, to complete the purchasing process, they are offered some incentive such as reminding them that they have products in their cart or giving them some type of discount.
• Remarketing directed to those who interact with our page: This type of remarketing campaign will be aimed at those people in our Facebook community who like or comment on our posts, but have not ended up purchasing our product or contracting our service.
• Remarketing aimed at people who have already purchased or contracted our services: With this type of remarketing, we seek to get the user to buy from us again, offering them discounts or trying to sell them complementary or higher-priced products or services.

If you want more information about remarketing or any other form of digital marketing, visit the different sections of our website or contact contact with us specialists, we will be happy to help you and answer all your questions.