Why Remarketing Should be a Part of Your Marketing Strategy
Remarketing is a cost-effective way of bringing visitors back to your website or online store which can increase your conversion rate by 128%.
Digital marketing is one of the most useful tools to grow your brand, but traditional marketing strategies may not yield the best results for online marketing.
Digital marketing allows you to use innovative new technologies to learn more about consumer behavior and how customers respond to your brand in particular. There are newer and more successful ways to improve your website's success and conversion rate, and guiding customers down the funnel faster.
One such method to achieve improved conversion rates is through remarketing. But what exactly is remarketing? We’ve broken down all there is to know about this hot topic for you in this article.
What Is Remarketing?
Remarketing, also called retargeting, is an essential marketing strategy that utilizes your pre-existing pool of potential customers. It revolves around placing targeted ads in front of people who may have previously taken some action on your website, such as purchasing a product or even just browsing through it.
Remarketing recognizes the potential those individuals have to increase the conversion rate. Since they already have some past experience or knowledge of the website, such people are more likely to take the desired action on your website the second time around their visit. All they need is a friendly nudge, and targeted ads serve as the perfect gentle reminder.
If you've recently browsed through a website for shoes, and then gone on to reading the news or going through your social media, you might notice ads for shoes popping up on the side. Coincidence? Of course not! This is what remarketing really is in a nutshell.
So how exactly do you bring specific ads in front of individuals who may have visited your website before? The process is actually much less complicated than you would think. All thanks to JavaScript tag, also known as a pixel. A pixel is used to add specific cookies in the user's browser. These cookies can be tracked and used by platforms during remarketing to displace specific ads through an ad exchange. This is based on the products or service pages that the user has interacted with previously.
In a way, these pixels tag a user when they visit a specific site so that remarketing platforms recognize these users more easily and run targeted ads in front of them. This is done in hopes of approaching potential customers in a way that increases the conversion rate on the website.
Remarketing has a technical side to it as well and requires specific platforms for it to be successful. As is the case everywhere, no two products or platforms are equal. In the same way, some remarketing platforms stand out from others and have a higher success rate. However, rather than only looking at how successful a particular platform is, you should also consider your own business and your target audience.
You must always plan your remarketing strategy according to your business type. Keep in mind that remarketing for manufacturers is different from remarketing for distributors. In the same way, website remarketing also differs from e-commerce remarketing. Your chances of success will be much higher if you remarket according to your own business type.
Listed down a few popular remarketing platforms, many of which we use regularly with our clients.
Google Ads (Google Adwords)
Google Ads is a remarketing platform run by the world's most powerful search engine, Google. The platform offers a variety of remarketing strategies and has a high return on investment as well. We recommend to most of our clients to get started with Google Ads Remarketing.
Did you know you can remarket to website visitors on Linkedin? You can and it's extremely effective. For B2B businesses in particular, the ability to finely segment your remarketing audience to only the industries, job titles, and locations you want to talk to is very powerful. Get started with Linkedin Ads and Remarketing today.
Retargeter
Retargeter is a large remarketing platform for large businesses. If your website generates more than 3000 users every month, this platform should definitely be on your list for website remarketing. Retargeter claims to use the best available technology to reach up to 98% of users who have not converted.
Adroll
Adroll is a simple yet powerful remarketing platform. The best part about Adroll, other than its extensive remarketing options, is how easily you can monitor your ad campaigns' status. Adroll is especially useful for eCommerce remarketing because of its connections to numerous eCommerce platforms.
Criteo
You know a platform is doing well when it has giant customers like BMW and Sony. One of Criteo's key features that sets this platform apart from the rest is its brilliant support service. Other than this, Criteo offers up to 16,000 publications as well as an excellent inventory.
Perfect Audience
Perfect Audience is a well-established remarketing platform that brings back traffic to websites by generating up to 13 billion ad impressions every day! The platform works on a variety of search engines and social media networks and has a wide reach. The remarketing platform offers a 14-day free trial that you can use to see whether this platform is best suited to boost your website's conversion rate.
What Should I Remarket?
What you remarket should always be in tandem with who you are targeting. Your entire goal should be to ensure that the right content (in the form of targeted ads) reaches the right people (those more inclined to converting). So, if you know who your target audience is, you can approach them with suitable ads and offers that they are more likely to engage with.
Pixels and cookies can help with this as they allow you to identify which customer is looking for what. Remarketing platforms target those users with specific kinds of ads.
To remarket your content successfully, it is important for you to segment and specify your audience. Then, you can target these segments with ads specific to their interests. Do not take any visitor to your website for granted. All the traffic that your website generates is potential customers that can be converted using a formidable remarketing strategy.
So, how do you specify and segment your audience? You go through the data you have collected, analyze it, and develop a formidable remarketing strategy that includes specifying the audience. There are numerous ways to segment your audience and listing down all of them is not within this article's scope, but there are a few common methods that you can use.
These are some of our favorite segmentation strategies that are simple to implement and give good results:
- According to the product page that is visited: use this information to show ads of that specific product, or other products of the same type, to this type of audience.
- According to whether they have visited your check out page or not: This information is vital for showing targeted ads for promotions or offers that can be offered during checkout.
- According to how far they've gone through your website's checkout process: Visitors who have gone significantly far in the checkout process have much higher chances of converting. So, with a slightly higher frequency and more targeted ads, you can rapidly convert these visitors into active customers.
- According to what section of your website they've visited (home page, product page, careers): Visitors may be more interested in the careers or home page section of your website. This is vital information. Use it to send offers or advertisements about potential job offers or more information about your brand to revert such visitors.
- The amount of time the visitors have spent on the page: The more time a visitor spends on your website, the more convinced they are to convert through remarketing.
- What demographic do they belong to: Certain ad campaigns are more attractive for certain age groups. So, for younger audiences, the ad campaigns are much more energetic, whereas the more subtle ads are often reserved for the older population.
- What is their geographic location: International companies will understand how important it is to market according to your geographic area. Ads targeting audiences in the west are vastly different than those for eastern countries.
How to Start Doing Remarketing Today
The process of remarketing is quite straightforward. Unlike traditional marketing, you have a fair idea of exactly what your audience is looking for. Therefore, even a simple targeted remarketing strategy can yield great results. Here's a beginner's guide on what you should plan your remarketing strategy and how you can go about remarketing your content:
Plan How You Want to Remarket
You can remarket according to the kind of business you're promoting. If, for example, your business is more active on social media, then you could use social media remarketing. Or if you feel you would benefit from ads on search engines, you could go through that route.
Allocate a Budget for Your Remarketing Campaign
The most important question we ask before diving into a remarketing campaign is whether the campaign is cost-effective. There is no point in allocating nearly half of the budget when I know that the investment return will be low. For larger campaigns where there are more chances to convert customers, we am more lenient with the remarketing budget. However, you should always do a cost-benefit analysis before allocating a budget for your campaign.
Select a Remarketing Platform That Best Suits Your Business
We've previously mentioned some of our favorite remarketing platforms. However, you can search for more and select what you think suits your website the most.
Select Your Audience
Always remarket keeping your audience in mind. Ideally, you should have separate ad campaigns for all your separate segments. But if that's not possible, then we would highly recommend using at least a few campaigns and dividing your target audience accordingly. Always remember to focus primarily on your largest audience segment.
Frequency Capping
Decide how often your audience gets to see ads. There is a big difference between a gentle reminder and making visitors feel haunted by your ads. If you have multiple ongoing campaigns, we would recommend using two impressions each week for every campaign.
This is just an overview of how you should plan your remarketing strategy before getting into it. The process may differ slightly depending on the remarketing platform you use.
Get Started with Remarketing With August Ash
Remarketing has relatively recently picked up the pace in the world of digital marketing. Before, most companies would try to discover new market pools to target and go all-in to make new customers and get the word out. However, according to estimates, only 2% of people are converted on their first visit to the website.
This is why marketers looked back at what they were missing and how they could improve their conversion rates and discovered the immense potential that their unconverted audience has. Remarketing is a way to explore your existing market pool and grow it from within. This not only improves your conversion rate and funneling, but also makes your customer base stronger.
The practice is simple, especially considering the numerous successful platforms and tools you have for this purpose. All you have to do is be careful while selecting the type of remarketing strategy you want to employ to grow your business. No matter how small or big your website is, rest assured that remarketing will be successful in making a noticeable difference in the conversion rate of your website.
