The goal of Remarketing is to get sales or conversions from past visitors on your website or online property. From time to time I get asked: “should I use the same remarking pixel on all my sites?” It’s a bit of an interesting question so I figured I’d take it up.
First, if you’re on this blog you probably have a pretty firm grasp of Remarketing, if not, you can get familiar by reading the blog we wrote here: “What is Remarketing?”.
The most common reason why people may want to use the same Remarketing pixel or Remarketing tag is simply because they want a larger audience of people to market to. I could see why people would want to have a large group to market to. The larger the group, the higher the chance of a sale. Sounds pretty good, right? Well not exactly and here is why:
Remarketing tags are used to create audiences. An audience is an assembled group of spectators or listeners at a public event, such as a play, movie, concert, or meeting. In this case, it’s a grouping of visitors from your website or online resource. If you happen to have many websites you will likely have different audiences. Trying to promote the same offer to different audiences (grouped together because you want a big list) can be a waste of money and effort.
Let’s take a movie theater as an example. Let’s pretend the movie theater is AMC . When movie goers walk into the AMC movie theater they provide their email address and contact information at the front kiosk to receive future specials and offers. When their movie is over and they leave, they can now be marketed to again.
The movie theater has two options; 1) they can send general movie offers, or 2) send targeted movie offers based on the genre of the film the customer just watched.
Which do you think would be more effective?
This is the essence of Remarketing. It’s crafting offers and promotions to exact audiences with the goal of getting a conversion. Remarketing costs money. You could be wasting your hard-earned money by providing irrelevant offers to people who may be unqualified for your services, or just plain uninterested.
Remarketing has so many angles and methodologies of implementing that it’s astounding. Having a mixed audience makes it hard to optimize for conversions. It’s tantamount to yelling at a crowd random offers. “Hey you! Buy this goat milk!”
I recommend different Remarketing pixels for different websites brands. You can then craft offers and campaigns to a multitude of past visitors, yet still target each effectively.
The toughest part is getting as targeted as possible with your advertising so you can spend ad dollars wisely.