Cool Remarketing Strategies for Your Business Today
It must have happened to you; you visit a certain site today and check their products and then go away only to get their Ads everywhere you go online. It might not be obvious at first but if you are keen you will start noticing these targeted Ads every time you open your browser. Well, this is a marketing strategy known as remarketing that businesses are using today to gain more visitors and increase their ranking on search engine result pages (SERPs).
Brief Overview of Remarketing
Remarketing is an ingenious way to re-engage with visitors who have visited your site previously. Traditionally, businesses didn’t have a way to re-engage with visitors who have not converted. If you have invested heavily in Ads and your traffic increases, you would expect good sales but as it turns out this might not happen.
If a visitor doesn’t convert, remarketing gives you a chance to re-engage and probably convert in future. While there are many marketing strategies available, you will agree that conversion rates are not always great. Through remarketing, you have a chance to either display the same Ads or a different one depending on your marketing strategy.
Remarketing works by placing cookies on your website visitor’s browser when they meet the criteria you want. Their cookie ID is included in your remarketing list. The beauty of this technique is the fact that you can have multiple lists all with a different criteria.
To appreciate the reason remarketing is crucial for your business, consider these facts:
- There is a 78% shopping cart abandonment for purchases from $1 to $100.
- 96% of website visitors leave before converting.
- 49% of website visitors will visit 2 to 4 times before converting.
- Over 60% of items in a shopping cart are not bought.
These numbers indicate how important it is to remarket, as this will increase the possibility of conversion on your site. If you are struggling with your online marketing campaign, it is time to rethink your strategy and remarketing will be a good start. There is no limit to the remarketing lists that you can create. For instance, you can target those who abandon a cart, those who checked the price pages, your Instagram followers,those who took a survey, users who visited a particular page, those who purchased and many more.
Factors to Consider In Remarketing
To start the campaign, you need to use an Ad exchange program and Google and AdRoll are among the best. Now that you appreciate how important this tool can be, it is time to get down to work and launch your campaign. Before starting consider the following:
- Create a list of activities users on your website do.
- Create Ads based on these actions
- Create groups and build remarketing lists that are tailor-made for these groups.
- Your Ads should have a personal connection with the target group.
- Use frequency capping: This will improve users’ experience and avoid making your brand look bad by bombarding users with Ads.
- Keep track of the numbers: This is the most important factors and it not only helps you get an idea of the ROI but serves as an evaluation tool. It will help you make adjustments when need be. Conversion tracking is important as it gives you the actual ROI based on the sales from remarketing. Automated reporting through Google analytics gives real-time follow up of your campaign.
How to Optimize Your Remarketing Strategy
While remarketing is a great idea to improve conversion, its success greatly depends on how well you plan. There are millions of businesses, which have invested heavily in remarketing but they are not getting value for their money. Here are some ideas on how to get your remarketing campaign right:
- Split Your Remarketing Strategy
Most website owners are not ready to go an extra mile and segment their visitors. Well, if you treat all your visitors the same way you will be losing out on a great opportunity. There are many tools that can help you segment your visitors based on the time they spend, pages viewed and other such factors. For every group, make sure you add a unique call-to-action (CTA) based on what they had earlier done on your site.
- Choose Your Landing Pages Carefully
Choosing the wrong landing page is one of the greatest blunders you can ever make. Once you have segmented your visitors, make sure you target them more specifically and you do this by driving them to the most appropriate page. The page you tag depends on your marketing objective.
- Make Different Sized Ads but with Matching Copy
This is a clever strategy to guarantee your Ads are eligible on all Google Ad sites. This also improves your reach and conversion.
- Spend More on Conversion Pages and Shopping Cart Abandons
If a visitor was already at the shopping cart stage before leaving, it is highly likely they are still interested in your product. As such, you should invest more in shopping cart abandons and other conversion pages to guarantee better remarketing ROI. If you remarketing strategy so far is not working, it is time to adjust your bid strategy. You should also reduce your investment in the homepage and non-conversion page visitors.
- Use Coupon Offers
Now that you are targeting visitors who were further in the sales funnel, it is important to draw them back and the best way to do this is through a coupon. Shoppers love discounts and if you will be able to make a good return on a particular product even with a discount offer, why not try it out? When your visitor sees that coupon and realizes it is meant for them, it will not increase the possibility of conversion but you will also get a loyal customer.
The aim of remarketing is not only to convert but also increase brand awareness. To do this, make sure your Ads are relevant to the group of visitors you are targeting. The Ad must clearly lure back your visitors and this will only work if you promise better user experience.