Remarketing (also known as retargeting) is the way for online advertisers to post ads based on their previous online business interactions.
Remarketing is becoming an increasingly popular advertising strategy. This process targets people who are already involved in your brand to increase conversion rates and improve lead generation. This will be a very valuable tool for overall marketing success.
Remarketing is re-showing ads to people who have interacted with your business online to try and get them to return and convert them into sales.
Not everyone who visits your website is ready to pledge to you on their first visit. They need to be reminded, often and in a variety of ways, of what your business can do for them before they’re ready to buy. With each additional reminder, they’re more likely to remember you and act. This is the goal of remarketing.
A single retargeting ad can increase your conversion rate by 70%. And according to a survey by the Interactive Advertising Bureau, 92% of marketers find retargeting to be more effective than search, email, and display ads.
However, remarketing is overused. Possibly due to a lack of knowledge about effective retargeting. Or it could be a side effect of the current data-heavy landscape in which executives expect to see a direct ROI from marketing spending.
Remarketing can be more of an art than a science, where impression after impression that drives action isn’t always attributed directly to a channel. Whatever the reason, retargeting can be something you can do right now to get amazing results. Here are our top 10 tips for getting there with your next remarketing campaign.
Different types of Remarketing
Just like you should have multiple audience segments, you should be targeting your audience segments in multiple ways.
Frequency-based remarketing – capping ads to the frequency that s
the most effective to avoid viewer burnout and persuade clickthrough’s Time-based remarketing – target prospective customers within a certain period, whether its period, whether its an abandonment reminder within a few hours or retargeting ads for up to 30 days
Location-based remarketing – if you operate in multiple locations, expand your location and language settings to target prospects wherever they are
Behavior-based remarketing – targeting people according to their level of engagement and particular actions to move them along to the next step in the buyer journey
Product-based remarketing – create remarketing lists for specific products or product categories to target them with ads for those products
Search-based remarketing – targeting your audiences with ads when they search specific keywords on Google using Remarketing Lists for Search Ads (RLSA)
Offer-based remarketing – retarget repeat visitors with special offers and discounts to get them to finally convert (or retarget existing customers with loyalty program benefits)
Different methods will be more applicable for different segments, so only use them if it makes sense for that user group`s journey.
10 Tips for a Perfect Remarketing Campaign
- Establish remarketing objectives.
Every marketing campaign begins with a goal and develops a plan to achieve that goal. The goal of remarketing is to persuade specific customers to take specific actions. Begin by determining the campaign’s desired outcome, then determining who, when, and how you’ll need to target to achieve it.
If your goal is lead generation, for example, you could use branded ads to target visitors who leave your site without registering.
- Use remarketing lists to define your target audience
Each element of marketing is targeted at a specific audience, so there is no one-size-fits-all advertising. Remarketing only works if you want to show relevant content to appropriate people. The easiest place to get started is to collect customer information and abandon your contact information by signing up for emails, using incentives such as promotional offers, or accessing protected content.
Tracking user activity on your site can help you identify where you lost, so you can segment your prospects into related lists and retarget accordingly. Creating a remarketing list with Google Ads is easy. Simply specify the visitors you want to include or exclude and add the user to the list when you perform a particular action.
- Divide your audience into different groups Your general audience is at different stages of their journey and requires different methods and frequencies of targeting. Dividing your audience into segments makes it easier to directly address the specific needs of your customers in each segment.
According to statistics collected by Backlink, segmented email campaigns have a CTR of 100.95% higher than unsegmented email campaigns, and trigger-based email performance is three times better.
You can create customer segments based on a variety of factors, including age and gender
Visited website page
Time spent on your website
Knowing your visitor habits will help you know the next steps to retarget your visitors and the strategies that are most likely to work for that group.
- Create one-of-a-kind landing pages and include tracking codes.
You must tag the appropriate pages with remarketing code, whether you’re using Google Analytics, Google Ads, or another tagging tool.
Keeping track of users after they leave the landing page will reveal which products they’re most interested in and how close they came to making a purchase.
Visitors may leave your site without visiting any other pages or providing their contact information if your landing pages don’t provide relevant information or calls to action.
Effective landing pages should be created in response to specific click-throughs from searches, ads, emails, or online posts, and should offer a compelling incentive.
- Automate your remarketing.
When you don’t have to manually set bids in Google Ads or trigger emails, using automation tools makes remarketing much easier.
In Google Ads, auto-targeting displays your ads to similar audiences in real-time, with real-time cost-per-click optimization to get the most conversions for your money.
Investing in email automation software also simplifies the remarketing process by triggering specific types of emails based on user actions.
Automatic ‘welcome,’ ‘thank you,’ or transactional confirmation emails establish trust with customers while also reminding them to act.
Some examples are as follows:
Activation – sending a helpful reminder email to people who sign up but don’t visit the site again.
Sending a reminder email about an item they almost bought, possibly with a discount, is called abandonment.
Surprise offers – sending out promotional offers regularly to increase customer loyalty and encourage repeat purchases.
Returning customers – sending information about new products that they might be interested into customers who haven’t engaged in a while.
This type of automation can increase revenue by 320 percent while also freeing up time for your marketing team to focus on other tasks.
- Personalize copy for a specific audience.
On landing pages and blog posts, the copy should offer solutions to the audience’s problems, answer questions, and use informational keywords.
When writing copy to retarget a specific audience, make sure it’s relevant to their previous interactions with your site.
So, instead of following them around the web with general ads for your brand, if they signed up for an account but abandoned a shopping basket with shoes in it, you should send them an email reminding them of the shoes on offer.
According to OptinMonster Personalized email subject lines result in a 26% increase in opening rates, according to OptinMonster, proving that generic emails aren’t the best way to go.
Appeal to emotions and highlight the benefits of your product when writing retargeting ad copy.
You could earn bonus points by including social proof in the form of testimonials, offering a free trial or a lower price, or focusing on the complaints of your competitors’ customers.
- Create responsive ads for a variety of platforms.
You’d need multiple versions of ads with appropriately formatted images and copy to get the best placement for a given channel.
When you choose responsive ads, Google automatically adjusts your ad content to fit the space on a specific device, ensuring that the user sees it in the best possible format.
Mobile device optimization is especially important now that mobile phones account for more than half of all global traffic.
To get the most exposure, you should advertise on multiple platforms, including social media sites like Facebook, Twitter, and LinkedIn.
YouTube ads can be particularly profitable, as it is the second most popular search engine after Google, with over 2 billion users watching millions of hours of video every day.
- Take advantage of dynamic remarketing.
Dynamic remarketing not only follow users around the internet with relevant display ads in the right size format, but it also shows them the products they looked at.
Dynamic ads bring people back to your site by reminding them about products they wanted to buy based on their browsing history.
Machine learning also enables Google to use ‘dynamic prospecting,’ which allows you to reach out to new users with ads for similar products.
- A/B test varying techniques
A/B testing also known as Split testing, is a randomized experimentation process in which two or more versions of a variable (web page, page element, etc.) are shown to different segments of website visitors at the same time to see which version has the greatest impact and drives business metrics.
You should test different content and layouts, just like any other ad campaign, to optimize your ads with the format that works best for your retargeting audience.
On a smaller scale, test two versions of ads or emails with minor differences, then roll out the winning version to a larger audience.
Your strategy will be guided by the results of new A/B tests that you run regularly. Also, help you to adjust your advertising plan and improve your ROI.
- Ad frequency should be limited to avoid fatigue and ad blindness.
You should schedule ads to appear when your target audience is most likely to be online, whether that’s at a specific time of day or on a specific day of the week, but you should also set a frequency cap.
Frequency capping refers to limiting the number of times an ad is shown to a visitor – this could be a daily, weekly, or monthly limit.
Too many ads bombarding people wherever they go on the internet can have the opposite effect and irritate them to the point where they develop a negative attitude toward your brand. Even if they aren’t annoyed, it can lead to ‘banner blindness,’ where people completely disregard your advertisements.
Ads should be rotated to keep them fresh and avoid banner blindness caused by excessive repetition.
Don’t go overboard with the number of ads; find a happy medium that reminds people about your products without being overwhelming.
Remarketing is a powerful advertising tool that can be used by a variety of companies.
It’s worth noting that remarketing is effective. According to Criteo’s research, people who were retargeted were 43 percent more likely to convert than those who were not. Meanwhile, according to a 2015 report from the Interactive Advertising Bureau, 91 percent of companies that used remarketing found it to be at least as effective as other ads, SEO, or email.