Get more out of your web or app traffic, who wouldn’t want that? This is possible by, among others, remarketing. This article is written for marketers and entrepreneurs. What can you expect? We’ll discuss these topics:
the definition of remarketing, the advantages of remarketing and the remarketing strategy.
What is remarketing?
Google describes remarketing as follows: “Remarketing allows you to show ads to people who have previously visited your website or used your mobile app.
With dynamic remarketing, you can go one step further, by showing advertisements of products and services to visitors that have previously them viewed on your site.
Through tailored messages to your audience, you can generate dynamic remarketing leads and sales by bringing previous visitors back to your site so they can complete the action they’ve previously started.”
Important factors for remarketing are:
Determining your target audience is, of course, essential. You want to offer people a relevant experience. Suppose you run an online store for cookware. And you’d like to offer everyone that has visited a page on kitchen appliances and introductory discount of 10%.
Recognizing your web visitors or app users will be accomplished by means of a tag. You can read here how to configure this.
The point is that you add visitors to your remarketing lists and link them to unique IDs of items (products or services) they’ve previously looked at.
Finally, you need to come up with an attractive offer and/or message. After all, you’re approaching a previous visitor or user for the second time. Remember that visitors have their reasons for not undertaking any action yet. Often, the range of available products in your store wasn’t attractive enough during the first visit.
Think of a discount coupon or free delivery offer for initial orders. But you can also consider displaying new products that haven’t been launched yet and may be relevant for purchase.
Hopefully, you now understand how remarketing works. But if it isn’t clear yet, check out this video.
Advantages of remarketing
Whether or not remarketing is meaningful for you depends on your proposition. For example, selling a house is an offline transaction that is often supported by online orientation. Providing discounts won’t be applicable in this case, but a message about a recent price cut may be interesting. If you’re running an online store, remarketing is a must. After all, you want people to buy and return to your site.
1) Remarketing is available on Google and Facebook
Google allows you to deploy remarketing in various ways: for mobile apps, in the Google Display Network, in the Search Network with additional searches from your visitors and in video advertisements on YouTube. You can find everything you need on the AdWords community page.
And in this video you can see how remarketing works on Facebook.
2) Remarketing is affordable
You don’t have a large budget, but still want the highest possible return on your spending? Then remarketing is a great, suitable tool. Often you pay, depending on the competition, only a few pennies per click. This isn’t much if you’re targeting an “pre-heated” public. After all, they’ve already expressed their interest in your product or service.
3) Remarketing is targeted
By determining and recognizing your target audience, the message is very focused and relevant. With this knowledge, you can tune your marketing advertisement. This way, you can keep the context relevant.
4) Remarketing link to a time interval
You can assign remarketing campaigns a duration. For example, during a period you’ll have a large supply available. This way, you can also take the buyer journey of your audience into account. If you know that a purchase takes a month on average, you can set the duration of your campaign at 5 weeks. If you’d like to know more about the buyer journey, read my previous blog.
5) Watching isn’t the same as buying
According to Google, the online buying process is becoming less and less linear. Google often talks about Zero Moments of Truth. The image below illustrates the often complex buyer journey across multiple devices.
Try to compare the online buying process with buying in a physical store. You often look at several stores and eventually return to one to purchase what you need. Thanks to remarketing, you’ll have a larger shot at realizing a sale because you’re, as it were, bringing the visitor back to your website.
On the Internet, you can find a lot of available information on how to start off with remarketing.
A guru in the field of remarketing is Larry Kim of Wordstream. In the article he addresses issues that make you thinking and calls the entire Pay Per Click strategy into question.
Facebook and the Google Display Network offer the best possibilities for a successful remarketing strategy.
I wish you the best of luck. “Look before you leap, persistence always wins.”