Remarketing, or targeting consumers who have already visited your website, is an important part of brands' digital marketing strategies. Here's how it works.
- Remarketing is an important strategy for increasing sale conversions.
- A remarketing campaign is a great way to create brand recognition.
- Third-party tools make remarketing-campaign setup simple.
Remarketing is a tactic that involves showing ads to people who have visited your website or used your mobile app. This strategy is a particularly cost-effective way to increase your sales conversions because you're reaching out to customers who have already expressed interest in your products or services.
"Remarketing helps to encourage those lost conversions to come back," said Jeni Garrett, founder and CEO of The Woodhouse Day Spas. "It is great for small business owners because it has a lower cost per acquisition, so with the impression conversion rates, you are able to move through your sales cycle fast and for a much lower cost."
"Remarketing is so powerful because it allows marketers the opportunity to continue the conversation that otherwise may have only been a 30-second decision on the part of the consumer," said Jason Hobbs, founder of digital marketing company The Found Group. "When someone comes across the website of a small business, the potential consumer's initial experience may not be enough for him or her to make a decision. That's where remarketing comes in."
It used to be that only large, data-centric organizations were able to invest in data mining, said Raj Beri, business head of Uber India. But small businesses across all industries now have access to the tracking tools necessary to take advantage of digital remarketing.
"With simple-to-use third-party tools and services available now from companies like Google, it has never been easier for small players to set up their own remarketing campaigns," Beri said.
What is a remarketing campaign?
A remarketing campaign is an important strategy for converting visitors to customers on your website. However, when this strategy is not managed properly, it can hurt all of your remarketing plans. A proper campaign ensures that you understand your needs.
There are different remarketing strategies, and each has unique benefits. For example, standard remarketing through Google AdWords shows ads to your past visitors as they browse Display Network websites and use Display Network apps. Dynamic remarketing, on the other hand, uses ads that include products or services that people have viewed on your website.
What is the difference between remarketing and retargeting?
Before you begin your remarketing campaign, it is important to understand the difference between remarketing and retargeting. Remarketing is the overall umbrella term, and retargeting is a type of remarketing. When you intend to focus only on retargeting, it significantly changes your strategy. Retargeting involves showing ads to potential customers based on cookies that you capture while customers are on your website.
An example of retargeting is when a customer looks at a specific item on your website but does not purchase it, and the next time that customer is on a different website, an ad pops up for that specific item to remind the customer that they showed interest in it. That same ad may continue to pop up while the customer is surfing the web. The intention is to remind customers that they had an interest and perhaps lead them to purchase the item.
If you want to launch a remarketing campaign, here are three tips to make it successful:
1. Spread your campaigns across multiple channels.
Most businesses choose a specific channel for their remarketing campaigns, such as display, banner, Facebook or video ads, said Mike Hans, founder and CEO of Forge Group. But consumers aren't on just one channel. Just as in any other marketing efforts, it's important to reach consumers where they are. This means spreading your campaigns across a variety of channels, including (and perhaps especially) mobile devices.
2. Segment your remarketing lists.
Hobbs recommended segmenting your list of web visitors by behavior for an even more targeted remarketing campaign. For instance, if a consumer gets to the last page of an e-commerce checkout process and doesn't complete the purchase, that person should be added to a different segment for a different messaging set than a visitor who visited only the homepage.
"This consumer was very interested in buying something but decided not to at the last second, perhaps to do a little more price-comparison shopping," Hobbs said. "That should inform you to run ads that address price-matching guarantees, which will put people back into your e-commerce system so they don't buy the competition's product instead."
3. Don't be afraid to test and fail.
There's no straight line to success, Beri said. What you thought at the outset about your product and how people use it will change daily. The key is to "fail fast" – learn from what worked and what didn't, and keep improving on your product and business model.
Why is remarketing important?
There are many reasons why digital remarketing is important. First, it helps your conversion rate. Remarketing also allows you to capture the attention of the visitors to your website who did not make a purchase. This type of marketing also helps you increase your brand awareness and allows you to become an authority on your products.
The more times a potential customer sees an ad, the bigger the impact it will make. You want your product to be the first one that comes to mind when people think of a product similar to yours. That way, when a visitor is ready to make that purchase, they will come to your website to do it.
You can also attract the attention of your competitors’ customers. When you use digital remarketing, your ads pop up in the browsers of people who have visited your website. This allows you to target people who have viewed similar items on other websites, including those of your competitors.