Have you ever visited a website to purchase something, then gotten distracted or changed your mind? Have you heard about a new product from a friend, looked it up, forgotten about it, and closed the tab? There are many reasons someone might engage with a site, and never make a purchase.
Remarketing ads are a way to combat the uncertainty of human behavior by targeting ads to someone who has already engaged with your site. It is the process of campaigning to an audience with little to no brand awareness and customizing the messaging to get customers to complete a purchase.
In digital marketing, remarketing is a paid ad campaign that targets shoppers based on criteria you set based on their past actions, like if they’ve visited a specific page or abandoned a cart.
Remarketing ads are important because they recognize the fundamental differences in customer behavior, making your approach specific to their experience. They also help you engage with consumers who already have some level of interest in your brand. It’s a warm outreach, as opposed to a cold one.
Another important part of remarketing is reminding the customer that your brand exists. These shoppers have engaged with your site before but haven’t returned in quite some time. Remarketing provides a subtle nudge to visit your store again.
To understand how this digital marketing strategy can complement your brand, let’s explore how it works and its many benefits.
Why let past visitors go to waste when you can use the knowledge of their visit to target relevant ads back to them? These are interested potential customers, so you might target the ad based on the area of the site they visited.
Maybe they were brought in by a specific product. You would customize your marketing strategy and send a different ad about the product they viewed. Maybe suggest a similar product or highlight a new pricing model to increase their odds of making a purchase.
Since you know these shoppers were intrigued by your site, you can use an approach customized to shoppers who already align with your brand. Retargeting ads that speak to their background can increase their likelihood of converting to customers.
Before starting any ad campaign, you’ll define your target audiences. Who is the ideal candidate for your product or service? Your landing page and other web pages should speak to them immediately.
Ads can follow them across platforms like mobile apps and the Google search engine based on your strategy.
We’ve all gotten busy and sidetracked with life — and your customers do, too. By sending ads to customers who engage with your site, you can remind them of your brand and bring their interest to the top of their priority list. Plus, a personalized ad will turn a seemingly random ad into a useful reminder.
Let’s explore some of the different types of customers who remarketing ads may effectively target:
Remarketing helps you target shoppers that have engaged with specific pages on your site, like the pricing page. If someone looked at the prices of your product, they’re more likely to convert than someone who looked at your homepage.
You can collect click-through data and other elements of their experience to refine your retargeting campaigns.
Another audience to target is shoppers who may have viewed an informational video on your site. If they were interested in learning more about your product by watching a video, the website visitor spent more time engaging with your brand. You could send a follow-up email with other relevant videos or run display ads with the thumbnail of the video they watched to grab their attention.
Shopping cart abandoners were so close to making a purchase. So, why didn’t they? It’s smart to ask these questions and take definitive action to target them again.
By sending potential customers personalized Facebook ads, targeted ads in relevant Google searches, and other forms of personalized online advertising, you can cater to the items you already know they thought about purchasing. If you’re running a discount on one of those items, you can use it to convince the viewer to reconsider.
Our GreenPan case study targeted shoppers who had recently converted to customers by engaging them with attractive but time-sensitive discounts. Their click-through data revealed what other products they engaged with, and we were able to use this to grab attention.
Using this marketing strategy, we increased their YoY by 81%.
As a quick reminder, “upper-funnel” refers to shoppers who aren’t aware of your brand. Remarketing can drive these potentials to conversions by emphasizing brand awareness. Give potential customers a reason to dive deeper.
Almost everyone has a phone in their pocket. Maybe you’re reading this on your phone right now. With Google’s cross-device marketing capabilities, you can target how often your ads will run across platforms and devices.
You can use a pixel tag to understand how your remarketing has made an impact. This will collect visitor data for future remarketing campaigns and help identify what visitors have been there before.
With email remarketing efforts, you can track conversion rates by knowing if someone made a purchase after visiting your site from your email. Different social media sites have specialized marketing campaign dashboards for displaying where ads were viewed, engaged with, and whether they went to your site from theirs.
You can also run A/B testing to determine which ads are working and which aren’t. The data collected will help influence the types of remarketing that work effectively for different remarketing audiences.
While many use remarketing and retargeting as terms interchangeably, there is a subtle difference. Remarketing has a broader reach, meaning it speaks to the process of choosing ad strategies that target shoppers who have interacted with your site but didn’t buy anything. Retargeting refers to the specific approach you take to a type of user.
For example, if someone came to your site and viewed a specific product page you would retarget them based on this page. Remarketing is the process of picking which strategies, like a product page, where you will customize ads based on the visitor’s interaction.
Like other advertising methods, the price will likely be based on pay-per-click (PPC) measurements. The range will vary across channels, but on Google ads it can average between $0.66 and $1.23 per click.
Many factors will contribute to the actual costs per campaign based on the time of day, the strategy used, the platform, bids, and more.
At MuteSix, marketing science gives us a foundational background to create and implement successful remarketing strategies for your brand.
We can increase your ROAS (return on advertising spend) by understanding the core areas where conversions are missing. As an official Google partner, we are able to use the full power of Google Display Network (GDN) to run search ads, use remarketing lists, apply dynamic remarketing (customized ads) techniques, and inevitably increase your brand awareness.
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What Is Remarketing: 8 Types Of Remarketing To Consider | Search Engine Journal
How To Master Your Marketing Funnel And Media Mix | Forbes
Remarketing vs. Retargeting: Are They The Same Thing? | Search Engine Journal