[{"data":1,"prerenderedAt":-1},["ShallowReactive",2],{"cms-page:\u002Fblog\u002Fecommercial-conference-remarketing-strategies-search-social-display":3},{"date":4,"date_gmt":4,"content":5,"sticky":7,"format":8,"categories":9,"collections":12,"coauthors":13,"class_list":16,"acf":26,"head_links":362,"breadcrumbs":363,"reading_minutes":74,"category":372,"head":375},"2016-10-31T12:02:30",{"rendered":6},"\u003Cp class=\"p1\">Ann Stanley of Anicca discusses remarketing strategies, their advantages, limitatoins and what to be aware of when creating your own remarketing campaigns.\u003C\u002Fp>\n\u003Ch3 id=\"remarketing-strategies-for-search-social-display\">Remarketing Strategies for Search, Social & Display\u003C\u002Fh3>\n\u003Cp class=\"p1\">In the past, if you had a bricks & mortar store as well as an ecommerce website, there was offline\u002Fonline aspect to the management of your customer’s journey towards a conversion.\u003C\u002Fp>\n\u003Cp class=\"p1\">However, with the diversification of the way your customers shop online, the ‘online’ aspect of this journey has become significantly more complex. Ecommerce managers are now able to merchandise their products through Merchant Centre and Google Shopping, Ebay, Amazon and CSE’s (comparison shopping engines).\u003C\u002Fp>\n\u003Cp class=\"p1\">Adding remarketing into the mix create a whole new layer of the conversion process.\u003C\u002Fp>\n\u003Ch3 id=\"the-basics-of-remarketing\">The Basics of Remarketing\u003C\u002Fh3>\n\u003Cp class=\"p1\">It doesn’t matter which channel your user used to reach your website, you can remarket to them via search, display and social media channels too, creating a whole web of interaction with your potential customers.\u003C\u002Fp>\n\u003Cp class=\"p1\">Typically, display ads work on a CPM model (paying per thousand impressions), while other methods work on the more efficient CPC (cost per click) model.\u003C\u002Fp>\n\u003Cp class=\"p1\">Ann touches on a more advanced method of remarking to your customers; dynamic retargeting. This is where ads are dynamically generated based on the specific products customer’s browse on your website, rather than a more generic brand display ads.\u003C\u002Fp>\n\u003Ch3 id=\"why-should-i-be-remarketing\">Why Should I Be Remarketing?\u003C\u002Fh3>\n\u003Cp class=\"p1\">Remarketing gives users a second chance to visit your site. If you’re dealing with a less web-savvy audience it may be that your audience doesn’t even realise they’re being retargeted.\u003C\u002Fp>\n\u003Cp class=\"p1\">Typically, ecommerce sites that use remarking methods experience a huge uplift in conversions. However, a typical mistake marketers make with remarketing campaigns is being too general.\u003C\u002Fp>\n\u003Cp class=\"p1\">Targeting everyone who has visited your website in the last 180 days is more likely to annoy them than make them want to re-engage with your website. Target users who spent a specified amount of time browsing or only those who abandoned\u003Cspan class=\"Apple-converted-space\">  \u003C\u002Fspan>the shopping cart for example, is the key to remarking success. The more advanced option in Google Analytics (as opposed to using AdWords remarketing lists for example) provides the functionality for this kind of segmentation.\u003C\u002Fp>\n\u003Ch3 id=\"other-thing-to-consider\">Other Thing To Consider\u003C\u002Fh3>\n\u003Cp class=\"p1\">\u003Cb>Cross-device Remarketing\u003C\u002Fb>\u003C\u002Fp>\n\u003Cp class=\"p1\">When you apply a remarketing tag to your website, you are tagging the device not the user. In a world where users, browse on their mobile, abandon the cart on their tablet and then finally convert on desktop this can obviously present a problem for marketers.\u003C\u002Fp>\n\u003Cp class=\"p1\">But there is a silver lining to this rather big cloud and that is the cross-device remarketing. As long as the user is logged in across devices, platforms like Facebook DO recognise that they are the same person. This also applies to remarketing through Google when users are logged in to their Google accounts, but bear in mind this may not be the care when using remarketing on alternative platforms.\u003C\u002Fp>\n\u003Cp class=\"p1\">\u003Cb>Google Tag Manager\u003C\u002Fb>\u003C\u002Fp>\n\u003Cp class=\"p1\">If you’re adding multiple tags to your website you’ll want to consider using Google Tag Manager. This keeps all your tags in one easy-to-manage place and means you don’t need help fro a developer every time you want to add a tag to your site.\u003C\u002Fp>\n\u003Ch3 id=\"being-more-advanced-with-remarketing\">Being More Advanced With Remarketing\u003C\u002Fh3>\n\u003Cp class=\"p1\">\u003Cb>RLSAs\u003C\u002Fb>\u003C\u002Fp>\n\u003Cp class=\"p1\">RLSAs (or remarketing lists for search ads) allow you to build a search campaign that only applies to users who have visited your site before. This means you can target search terms typically generated by user’s further in the sales funnel, or bid more competitively on phrases you know are likely to convert.\u003C\u002Fp>\n\u003Cp class=\"p1\">Note that RLSAs are available for shopping campaigns too – a feature that not many marketers are aware of!\u003C\u002Fp>\n\u003Cp class=\"p1\">\u003Cb>Making Audience Lists More Targeted\u003C\u002Fb>\u003C\u002Fp>\n\u003Cp class=\"p1\">Using targeting and remarketing across channels can be a powerful tool when filtering audience lists.\u003C\u002Fp>\n\u003Cp class=\"p1\">One example Ann uses in this talk is a method that could be applied to a high value or ‘luxury’ product; firstly create a Facebook campaign targeted to only ‘high spenders’ or those with a higher than average income, then create a Google Analytics remarketing list of only users who have clicked through from this campaign. What you now have is a list of users who you know are likely to be high spenders, but they’ve also previously engaged with your brand.\u003C\u002Fp>\n\u003Cp class=\"p1\">\u003Cb>Using Custom & Lookalike Audiences\u003C\u002Fb>\u003C\u002Fp>\n\u003Cp class=\"p1\">A further remarketing method is to use custom audience functions to create remarketing lists and lookalike audiences, for example using your email list or the email address of previous converters. Custom and lookalike audiences used to be available just in social media platforms but this functionality is now available for display and YouTube campaigns too.\u003C\u002Fp>\n\u003Cp class=\"p1\">If you believe your business can benefit from remarketing, you can read more on the Impression blog or contact our \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fpaid-media\u002Fppc\u002F\">PPC team\u003C\u002Fa>, who offer services in dynamic remarketing, targeting your customers using social media, using remarketing in search and using custom and lookalike audiences.\u003C\u002Fp>\n",false,"standard",[10,11],36,40,[],[14,15],96,95,[17,18,19,20,21,22,23,24,25],"post-2823","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-paid-social","category-ppc",{"page_content_modules":27,"hero":83},[28,33],{"acf_fc_layout":29,"reduced":30,"top_overlap":-1,"bottom_underlap":-1,"disable_observer":30,"title":31,"content":6,"authors":32},"blog_post_content",true,"Ecommercial Conference: Remarketing Strategies for Search, Social & Display #Ecommercial16",[],{"acf_fc_layout":34,"reduced":30,"top_overlap":35,"bottom_underlap":35,"disable_observer":-1,"heading":36,"cta_text":37,"cta_link":38,"items":39},"related_module","small","See more posts","See all articles","\u002Fblog\u002F",[40,57,69],{"type_key":18,"title":41,"excerpt":42,"to":43,"postedAt":44,"readingTime":45,"image":46,"authors":47,"category":54},"What’s new in Paid Media: August 2026 industry updates","\u003Cp>Whilst for many of us the summer holidays are in full swing, the ad platforms haven’t taken a single day off. If you’re just heading back to the office after a stint at the beach, here’s what you missed in August. Meta AI rolls out campaign analysis and optimisation in Ads Manager Meta has built […]\u003C\u002Fp>\n","\u002Fblog\u002Fwhats-new-in-paid-media-august-2026-industry-updates\u002F","2026-09-01T12:00:26",6,"https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F09\u002Fnikolett-emmert-LFY3Lo-V07A-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[48,51],{"name":49,"image":50},"Joe Turnbull","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress&fit=crop&fm=jpg&h=150&q=80&w=150&bg=CFE6F9",{"name":52,"image":53},"Akshaya Korada","https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F01\u002FAkshaya-Korada.png?auto=compress&fit=crop&fm=jpg&h=150&q=80&w=150&bg=CFE6F9",{"to":55,"name":56},"\u002Fblog\u002Fcategory\u002Fppc\u002F","PPC",{"type_key":18,"title":58,"excerpt":59,"to":60,"postedAt":61,"readingTime":62,"image":63,"authors":64,"category":68},"What’s new in Paid Media: July 2026 industry updates","\u003Cp>The sun’s finally out, but paid media hasn’t slowed down to enjoy it. 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While Dynamic Product Ads (DPAs) are incredibly powerful, they aggregate performance across multiple items, making it difficult to isolate individual product success.  To bridge this data gap, the […]\u003C\u002Fp>\n","\u002Fblog\u002Funlocking-granular-product-insights-for-meta\u002F","2026-06-24T14:13:48",4,"https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F06\u002Fallison-saeng-B7VlWt3pRM0-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[77],{"name":78,"image":79},"Zoe Le","https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F08\u002FZoe-Le-NEW.png?auto=compress&fit=crop&fm=jpg&h=150&q=80&w=150&bg=CFE6F9",{"to":81,"name":82},"\u002Fblog\u002Fcategory\u002Fpaid-social\u002F","Paid Social",{"type":84,"style":85,"heading":31,"date":4,"updatedAt":86,"reading_minutes":74,"image":87,"imageAlt":31,"categories":88,"collections":361},"blog-post","light","2022-02-07T16:48:41","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FFAuvLkDe-050720211625525734_wi9yf7kTQxCNeY72cCY6_Images-of-Jenny-Lace-Plasticity-Publish-4-of-25-scaled.jpg?auto=compress%2Cformat&fit=crop&h=1180&q=90&w=1860",[89,276],{"id":10,"count":90,"description":91,"link":81,"name":82,"slug":92,"taxonomy":93,"parent":94,"meta":95,"acf":96,"head_links":97,"resource_count":98,"yoast_title":99,"yoast_meta":100,"yoast_json_ld":145,"_links":244,"path":81},103,"Keeping up to date with the latest \u003Ca href=\"\u002Fpaid-media\u002Fpaid-social\u002F\">Paid Social\u003C\u002Fa> trends, strategies, and announcements can be difficult. Our digital experts regularly blog about paid social media news that’s stirring up the industry, so check back regularly or sign up to our newsletter to stay informed!","paid-social","category",0,[],[],[],11,"Paid Social Media Blog | Tips & Advice | Impression",[101,103,106,109,112,115,118,120,122,124,127,130,133,136,139,142],{"property":102,"content":99},"title",{"property":104,"content":105},"description","Keeping up to date with the latest paid social media trends, strategies, and announcements can be difficult. 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Our digital experts regularly blog about the PPC news that’s stirring up the industry, so check back regularly or sign up to our newsletter to stay informed!\u003C\u002Fp>\r\n\r\n\u003Cp class=\"p1\">Find out more about our \u003Ca href=\"\u002Fpaid-media\u002Fppc\u002F\">PPC services\u003C\u002Fa>, or browse our latest tips, advice and opinions below.\u003C\u002Fp>","ppc",[],[],[],16,"PPC Blog | PPC Tips, Advice & Guides | Impression",[286,287,289,290,292,294,295,296,297,298,299,300,301,302,303,304],{"property":102,"content":284},{"property":104,"content":288},"Keeping up to date with the latest PPC trends, strategies, and announcements can be difficult. 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We hope you like it!","https:\u002F\u002Fwww.impressiondigital.com\u002Fabout\u002Four-team\u002Fimpression-team\u002F",[456,457,458,459,460,462,463,464,467,469,471,473,474,475,476,478,479,481],{"name":107,"content":108},{"property":113,"content":293},{"property":116,"content":117},{"property":119,"content":376},{"property":121,"content":461},"Ann Stanley of Anicca discusses remarketing strategies, their advantages, limitatoins and what to be aware of when creating your own remarketing campaigns. 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