In the world of internet marketing, remarketing is a key technique that helps you market to people who have visited your website.
Let’s say a user is browsing your e-retail site. They could be distracted from making a transaction by anything from a facebook notification to a photo of cats! Once this happens, you could lose this piece of business. While you can’t really stop these users from getting distracted, you can target them later using remarketing.
Remarketing shows users your ads that are relevant to the products they last looked at on your site. These ads can be in any format, such as images, animations, videos, and text. These can be placed where buyers can see them, in places like related Google searches, and on the Google Display Network. The latter is a huge group of more than a million sites and is a part of the Google Network.
This technology makes marketing a little easier, as instead of targeting fresh users, you can target people who showed interest by browsing your site. In this article, let’s take a deeper look at some of the strategies you can use to remarket effectively and successfully.
Select Your Target
The most obvious way to go is to target everyone that has visited your site. When you go about remarketing this way, all the users that visit your website will see your ads when they visit any site on the Google Display Network. This method is called standard remarketing, and you can’t really market specific products based on your users’ preferences using this technique.
Another approach, called dynamic remarketing, is when you send out ads based on the products and services they browsed on your website. This one is better tailored to suit the tastes of individual users. You can use one of these approaches to carry out your remarketing ad campaign.
Approaching Users That Didn’t Convert
The truth is that most users aren’t likely to convert—they don’t sign up for mailing lists, share your content, and most certainly don’t spend money on your product. In fact, for most online advertising, a conversion rate of 10% is considered really good.
If you already have one list that shows you the visitors frequenting your site, you can create another that shows you the ones who converted. Now, using custom combination lists, you can identify the people that visited your site but left before converting, and advertise to them alone.
Re-Engaging With Users That Used Your Site’s Shopping Cart
A certain segment of your customers will add items to your shopping cart and then leave without actually checking out. You can target these users through custom lists, subtracting the users who visited your “Order Confirmation” page from all the users that visited your “Shopping Cart” page.
Tailoring Your Ad For Your Remarketing Campaign
Now that you have your remarketing ideas down, you need to make your ads appealing in order for them to be effective. It’s a good idea to have your ideas tailored to the following guidelines:
- Design your ads to have the same look and feel as your website, to create that sense of familiarity
- As with any ad, have a brief and appealing Call-To-Action (CTA)
- Make sure the ads are relevant to the target audience
- Mix it up with different formats, styles, and sizes
- Schedule your ads for when your audience is likely to see them
Conversion Tracking and Effective Sites
This is a technique that shows you how many users are converting based on your remarketing campaign. If a certain website isn’t justifying your investment with sizeable results, you should consider reducing your bid or altogether exclude it from your campaign. This is easy enough to do, and you can exclude those automatically included sites that you don’t really need to show ads on.
Using these general guidelines, you can tailor your remarketing strategy to make it as effective as it can get. Select your targets carefully, use custom combination lists, make tailored ads, and track your conversion rates. By using these handy tactics, you can ensure that your customers keep coming back to you.