Re-marketing or retargeting as it is also known, is a powerful marketing tactic if used well. For the benefit of people not familiar with re-marketing, let me first explain what remarketing is.
Retargeting is a powerful technique that uses the Google Adwords Display network to target customers who have already shown an interest in your business. It works best by letting you show ads to people who visited your website, your you tube channel or even your Facebook page but who didn’t complete a desired action. The ads you display can be static images, animated images, video and even text ads.
The important thing to note here is that you decide what actions are most important for your business and then start the process to target these type of visitors.
An example of this might be for people who didn’t make a purchase or who didn’t sign up for something like your newsletter. It’s a great way to remind your target audience about your business and can improve the performance of your regular marketing campaigns.
The great thing with re-marketing is that you can get really creative with your messaging and target different users with different messages. You can also set how frequently your ad appears and the time period for which you want your ad to appear. This is a great thing as there is nothing worse than your customer feeling like they are being stalked on the Internet.
Here are 5 of the top remarketing strategies that can be applied in your business:
Targeting people who have landed on a specific page on your website.
Let’s say you are a software firm who sells multiple products. Perhaps you sell word processing software through to email marketing software. Let’s say a person has gone to your website and visited the email marketing software page but didn’t take up your offer of a free trial.
Obviously in this situation, advertising your word processing program is not going to be as effective as advertising your email marketing program to them. The beauty of re-marketing is that you target those people who visited the email marketing page but who didn’t take up a trial.
Targeting people who didn’t visit a specific page
Suppose a key objective is lead your visitor through a process where they can find more out information. Your process might be to lead people from a landing page, to a key features and benefits page to a pricing page. What happens if they don’t follow that process and go direct to the pricing page without understanding what value they are getting. You can use re-marketing to target visitors who haven’t seen key pages.
Target visitors who added items to your shopping cart but didn’t complete the process
Most customers these days spend a lot of time researching a product before ultimately buying. Often they will add items to cart only to be distracted and move on to doing something else. This means that the opportunity to regain that sale is often lost. Using re-marketing to target visitors who added an item to the cart but didn’t complete the process is a powerful strategy that can pay dividends.
Target visitors who did not complete a desired action such us sign up to your newsletter
Perhaps one of the actions you wanted people to take was to sign up to your newsletter. Easy. You set up an audience, create an ad and target people who went to your site but who didn’t progress to the newsletter sign up page and target them with a banner ad that sells the benefits of signing up your newsletter. Be careful how you approach this though as it could appear creepy if you are not careful.
Target users who visited your You Tube channel and watched a video
If you have a You Tube channel, you can target people who have watched specific videos on your channel but who have not completed an action on your website. This can work extremely well for those businesses where education is a critical part of the sales process. For example if a visitor has watched an educational video about your product, you could follow up with a re-marketing campaign offering them a free trial.
The ways of structuring and setting up a re-marketing campaign are endless.
The important thing to remember is to understand what it is you want to achieve. Know your objectives and set systems in place to track them.
For example, if you are an e-commerce site and you want to increase conversions, it makes sense for you to target people who added items to your cart but didn’t complete the purchase. If you are a business who offers multiple services, why not target those visitors who visited a page on your website but who didn’t register to try your service.
Apart from conveying the impression of market leadership, by reminding people about your business, you stand a stronger chance of converting them.
Contact us if you require help to set up remarketing for your business.