Remarketing (also known as retargeting) is an incredibly powerful tool and should be used by all marketers. It’s a tactic that yields impressive and consistent results if implemented correctly. When it comes to online advertising though, not everyone is an expert which can lead to misconceptions about advertising methods.
What is exactly is Remarketing?
Remarketing uses online display advertising to retarget visitors who left your website without taking action. This includes subscribing to a service, purchasing a product or simply clicking on items you’re interested in. It essentially combines Search and Display to an extent and displays ads based on the visitor’s browsing history. The idea is to reinforce your message and hopefully drive them back to your site to re-engage with them.
Although remarketing ads are slightly more difficult to setup than standard PPC ads, it’s worth the effort. Not only is it a fantastic way to increase brand awareness, it also improves brand recognition. Once it’s setup, your brand and products follow your customers everywhere they go online.
We’ve put together a list of 5 advanced remarketing techniques anyone can use to increase engagement and conversion rates.
Identify Engagement Factors
This is highly dependent on your own data and you need to understand what works for your business. If you want to generate 15% more leads within a month, look for the highest visitor count on a landing page. Visitors coming to your landing page 4 times and spend 5 minutes browsing are more likely to convert. This is where Google Analytics come in with the custom segment feature.
Combining Google Analytics with Google Adwords you can segment and target these leads with ads based on certain engagement factors. The more important and popular ones are listed below:
- Landing pages
- Number of visits
- Page depth
- Session duration
Segment your remarketing campaigns
Remember that not all web visitors are the same so don’t put them in the same box. Segment your campaigns to more accurately address the needs and wants of your customers. Everything depends on the data you collect. Information such as how much time they spend on specific pages, how many times they view a page and how many pages they view in total.
Create a custom call to action (CTA) for each segmented ad group to maximise sales funnel success. Conversion rates need to be monitored while workflow segments will guide your potential customers through the buyer’s journey.
Form Completion Tracking
Collecting data is essential which means tracking form completion status is an important part of remarketing. When someone stops halfway through filling in a form, you should create a segment of warm leads. These visitors are more likely to complete the same form when it pops up next time.
Offer Free Trials or Coupons to Repeat Visitors
Loyalty campaigns don’t just extend to successful conversions; leverage the concept of freebies with repeat visitors. If someone goes to your Home page, moves to the About page and then clicks on a few of your product pages, it’s time to segment these and decide on a remarketing campaign. You could offer this segment a 20% discount on their first purchase and warm them into converting.
When someone initiates an eCommerce transaction with no check out, it doesn’t necessarily mean they don’t want the item. Perhaps they got distracted, disconnected or had to take a call. Whatever their reason may be, reach out to them with a free gift or coupon. Because the offer seems personal and they are able to recall the transaction, the lead is more likely to convert at this point.
There’s no denying that social media has a massive influence on how business is conducted. This applies to desktop or mobile where Twitter and Facebook show some of the largest and most active audiences. Reaching them is essential for the success of your remarketing campaign.
Social media is even better than before with Twitter’s Promoted Tweets and the Newsfeed ads on Facebook. These are easily just as engaging as normal posts which encourages people to like, share, comment and retweet. As a result, companies can run exciting ad campaigns and contests that will also drive organic traffic.
Remarketing is such an effective tool as it focuses advertising spend on visitors already familiar with your brand and who recently showed interest. That’s why most marketers who use it report higher ROI than most other digital channels.
As good as it is though, remarketing works best with a total digital marketing strategy as it doesn’t help drive the initial traffic to your site. Best practice would be to use specific tools to drive traffic and use retargeting to maximise that traffic.