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Remarketing (aka retargeting) campaigns can be one of the most effective ways to increase sales. If you’re new to online marketing, you might be wondering what it is. Well, if you’ve spent any amount of time online, especially if you’ve been online shopping, then you’ve definitely come across some remarketing advertisements.
Remarketing is the strategy of displaying advertisements to people who have already interacted with your website in some capacity. That could mean something as simple as having visited your website, or something more specific like viewing a particular product page or having placed products in their shopping cart, but abandoned it before finalising the purchase. These shoppers are primed for remarketing because they’re familiar with your shop already and may only need some reminding or a slight push to complete the sale.
Deciding to push these adverts to those who have some experience with your shop is a great way to increase conversions. In this blog, we’ll be looking at some tips and tricks to make the most out of your remarketing campaigns.
As mentioned above, remarketing can be super effective at increasing your conversions. However, unless you have one of those money-trees that my dad always mentioned not having when I was a kid, this can get quite expensive.
For starters, choose your highest-performing products to remarket. You can play with these campaigns a bit, tweaking your strategies in the first few weeks. This is a bit lower risk when you’re starting out. After gaining more experience, you can start remarketing more of your other products.
Remarketing campaigns offer marketers many options in terms of the shoppers to target. You can categorise these shoppers by many factors. For example, you can target any person who has visited any page on your site. You can also target customers who visited a specific page on your site. Those kinds of visitors might be worth advertising to if you want to build up brand awareness. They could perhaps also lead to a sale. However, there are other customers to target if you’re really aiming for conversions.
Those customers are the ones who have abandoned their shopping carts. Specifically, this means that a visitor went to your product page, added something to their shopping cart, but never completed the check-out process. You can assume these visitors have a high interest in your product, but for one reason or another didn’t complete the purchase.
Do whatever you can to get them to finish that purchase. That could mean you add an exit-intent pop-up to the page, but if that doesn’t work, remarketing ads can really help bring them back to your shop! Again, if you’re new to remarketing, you’ll probably want to aim for these shoppers and then expand that list as you gain more experience.
One group of shoppers that shouldn’t be ignored is the shoppers who have previously made a purchase from your shop. Don’t forget the age-old business rule: it costs five times more to acquire a new customer than to retain an old one.
Remarketing offers businesses the opportunity to build up brand loyalty. For starters, these customers are more likely to purchase from you again now that they trust you and have a good shopping experience with you. However, if they’ve only shopped with you once, they might need a reminder of who you are. Consider marketing products to them that complement the products they’ve already purchased. For example, if they’ve bought a computer mouse from you, advertise a keyboard. Either way, take the opportunity to build a loyal customer!
As mentioned above, you can target customers who have previously made a purchase on your site. They have a high probability of shopping with you again (if you give them some attention!). So, besides showing them your ads, you can do something else to get their attention.
Offer them a “loyalty coupon”. If they’ve purchased from you before, let them know that you appreciate their business and want to give them a special offer. Purchasing from your shop again will definitely help them remember you as more than just a “one-hit wonder”. The next time they’ll make a purchase for a product in your industry, you’ll be the first site they head to!
When it comes to timing, consider the time of year when marketing. If certain customers visited your website close to certain holidays, consider remarketing to them heavily as those holidays approach again this year. Naturally, the usual gift-giving holidays should come to mind here: Christmas, Mother’s Day, etc.
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This tip is pretty simple. Be careful not to overuse your ads. If you bombard your customers with ads, it might end up having the opposite effect of what you want. Think about when you see the same ads over and over again. On the one hand, the customer may well remember you. On the other hand, they might be so annoyed by your ads that they’ll vow never to shop from you. With Google AdWords, you can control how often a shopper sees your ads, so make sure not to overdo it.
Similarly to setting up a frequency cap, you’ll want to beware of which ads you’re showing off. Even if the ad isn’t shown too frequently, seeing the same ad again and again over the span of a few weeks/months will make your ad as good as invisible. Make sure your target audience sees different ads. That means using different headlines and colours in your ads. The theme can be similar and even the product can be the same. Just make sure the visual component and text are different enough from each other that they don’t all seem exactly the same. In other words, be the Andy Warhol of advertising.
Andy Warhol could have been a great online marketer. The power of repetition without being repetitive.
Depending on your website, you might also benefit from increased traffic instead of just sales. In this case, you should try to educate your customers instead of hard-selling them. Offer them content and knowledge and lead them to some of your non-sale/non-lead generating pages. In the long term, this will lead to higher brand awareness and possibly more sales down the road. Not only that, but they will trust your business more as they’ll see it as a page with more to offer than just products.
Remarketing is a great tool for converting visitors into shoppers and shoppers into loyal customers. Keep the above strategies in mind and get your remarketing efforts to really pay off!