Although marketing is generally considered as something creative, which it is, a lot of people don’t realize how complex and complicated it can get. Regardless of how nice your marketing campaign is, in the end, the only thing that matter is the results. By this, we mean that it attracts the audience which you have targeted from the start.
However, even if you do manage to get them to your website or blog, only 2 to 4% of visitors actually end up buying something. This may be due to a number of reasons. Some visitors aren’t interested in making a purchase at all, but they find your content useful. Others give up at some point during the checkout process, whether because they got distracted by something else, or because they have found a cheaper alternative to your product in the meantime.
But, you still have an opportunity to reach those people that bounced through remarketing. You can reach out to them using other channels, such as email, YouTube, or ads, among others, in order to remind them about why they visited your website in the first place, or to complete the process they have started. You can still reach those interested in buying your product with an offer they won’t be able to say no to. After reading this article, you will learn all the essentials of running a remarketing campaigns and boosting your profit as result. Keep on reading.
Putting Together Your Remarketing Campaign
How to Collect Data and Identify Audience You Want to Remarket to
- Know Your Visitors – Understanding your audience, knowing what drives them to make a purchase, as well as knowing their pain points is crucial if you are serious about reaching them again. You will need to rely on your CRM software, as well as your analytics data to get a better insight into their needs and problems.
- Don’t Look Back – When it comes to remarketing, there is really no point in foecusing on why your visitors have abandoned the purchase process or failed to fill out a form. Instead, you should direct your efforts towards leading your visitors down the sales funnel.
- Develop Your Remarketing Audience – Before anything else, you need to focus on the conversion. This means establishing which actions lead to conversion, as well as knowing the average value of purchases, how much each buyer spends on average, and how often they make a purchase. Determine what you consider long visits to the website. Build user personas. Analyze your existing customers and identify their traits and preferences, and look for similar ones in your remarketing audience.
- Start Your Remarketing Campaign – Once you have all this information in one place, you can calibrate your remarketing campaign to target the right audience, because you already know everything about them. You will know which channels they use, which means you will be able to target them their using the right ads, which will increase their chances of converting.
How to Choose the Platforms which Best Suit Your Audience
- Google AdWords – You are probably already quite familiar with Google AdWords platform, and the simplest thing to do would be to use if for remarketing, as well. However, even though its reach is pretty wide, the ads will only be shown on the Google Display Network. In addition to that, the option of retargeting your audience on Facebook is non-existent. But, if you are looking for a quick fix and you are confident you can reach your visitors again this way, it’s a great solution.
- AdRoll – This is the most popular remarketing platform out there, and for a good reason. Apart from allowing you to target your visitors on the web, it is also great for finding them on mobile, as well as on social media platforms, such as Facebook or Twitter.
- Rubicon Project – This is one powerful platform, thanks to its huge network of partners and a variety of options, such as search retargeting. If you decide to go with The Rubicon Project, you will definitely have the edge over your competition. What’s the catch? Well, the basic cost of their remarketing campaigns is $10,000. This puts it out of reach for new companies.
- ActionX – If most of your visitors have found your website using a mobile device, you may want to consider this platform. You can also use the data from it to target your audience on other devices, such as desktops or laptops.
- Perfect Audience – If you are just starting out or if your remarketing budget is tight, this platform is perfect for you. It also offers a wide variety of solutions if you are trying to run your online store using ready-made solution such as WordPress or Shopify.
How to Use Remarketing Offers and Deals
- Offer a Discount – Let’s say you have a user which has left your website during checkout. It may be because something else caught their attention, or because they saw a cheaper product. You can get them back into your sales funnel by giving them a special offer. You can also extend your offer to include those users who have visited your website repeatedly, or those who have checked out your products page a few times.
- Create Urgency with Limited Time Only Deals – These work like a charm, because they introduce an element of urgency, as well as fear of missing out on a great offer, and then regretting it later. Ads with ticking clocks are especially effective in that aspect.
- Show Ads Featuring Complementary Products – Just because you have managed to convert a visitor into a customer, that doesn’t mean they are no longer a remarketing target. Sure, if they have bought a new camera through your website, they aren’t very likely to go looking for another one, but they will need lenses, lens caps, battery grips, tripods, memory cards, and plenty of other stuff. So, make sure your ads feature those. If they have had a pleasant experience during their first purchase with you, they will be sure to repeat it.
How to Measure the Performance of Your Campaign
- Cost per Lead/Lead Conversions – This is the number of leads which are the result of your remarketing ads. The visitors may have converted by completing a form on your website, or by directly clicking on your ad.
- View Through Conversions – There are plenty of visitors which will see your ad and not click on it, but which will return later and convert, using your landing page, for example. They make up your view through conversions, which count toward your conversion total, but which don’t show up in your CPL data.
- Nurture Touches – These are engagements from your visitors with your ads, but only those inside the mid or late-stage offers. They are crucial, because they can help you generate better leads, and target people who are more likely to make a purchase.
- Website Visits – One great thing about remarketing campaigns is that they drive more traffic to your website. Site visits are calculated through the number of visitors to your website as a result of your remarketing ad campaigns (both clickthroughs and view throughs), or an increase in traffic after your campaign has been executed.
As you can see, putting together a remarketing campaign can help you reach out to those visitors which have left your website at some point during the sales process, and convert them into customers, get better lead quality, boost traffic, and get more data, all of which can help you increase your profit. Good luck!
Antonio is a marketing specialist and a blogger. He loves writing about SMM, marketing, education and productivity. He’s also crazy about riding his bike and bumping into new people (when he’s on foot). He will be happy to meet you on Facebook and Twitter.