Why You Should be Remarketing

By: Colleen Ryan, Account Manager Do you ever wonder what happens to all the people who visit your website but don’t convert? There are various reasons why people don’t act – they might have just been comparing prices, conducting research or simply browsing your website. This is where remarketing comes in – a great tool for potential customers that don’t convert on the first try. It’s a powerful strategy to reach out to these prospects and bring them back to consider your product or service again. What Exactly is Remarketing? Remarketing involves targeting prospects with online advertising based on their previous online activity. For example, if someone is browsing the Internet and has previously visited your website, one of your ads will appear, giving you another chance to connect and keeping your solution top-of-mind. It can be via display ads or social media, including Facebook’s FBX ad exchange and Twitter’s retargeting program. Specifically, remarketing works by placing a â€Å"cookie† in the browser of every website visitor which can then be targeted. Benefits of Remarketing Here are a few main reasons why remarketing is a popular tool: It gives you a second chance to engage prospects, keeping your brand in the forefront of prospects’ minds while they’re in the early stages of the buyer journey. It helps to cross-sell products. Customers who have already made a purchase can be targeted for an upgrade or for a product that is complementary to the main. It can give you valuable intel on your potential customers. You can then tailor your remarketing to customers who visited different parts of your website or first encountered your brand through a certain campaign. Remarketing is a huge opportunity to increase online sales. Almost 60% of U.S. online buyers said they had noticed ads for products they had previously researched. Additionally, around 26% of consumers exposed to retargeting will return to the website, and those that do return are 70% more likely to convert. Furthermore, the average click-through rate of retargeted ads is 10 times higher than ordinary display ads. How to Remarket to Website Visitors With Google AdWords, it’s a simple process to set up your first remarketing campaign. First, you create an audience, or â€Å"Remarketing list,† which is the group you want to target. You can create different subsequent lists based on specific criteria for each campaign. Next, you assign an ad campaign to each group. It’s similar to an AdWords campaign where you select your budget and bidding preferences. If you want, you can set up a basic campaign that retargets all the people who have visited your website within a certain time period. When you’re more comfortable with the process, you can get more specific and target people who have visited a certain web page or people who visited your site but didn’t convert. 5 Tips to Improve Your Remarketing Segment your leads based on how recently they visited your site, as these people are more likely to still be interested in your products or services. Test. Test. Create different ad campaigns and measure the conversions for each one. Change the wording, colors, fonts or another element. Include a call-to-action button in the ad which takes users to a relevant landing page. Avoid generic landing pages. Instead, be more specific with your offers. Track your results. If you don’t know which ads are driving more traffic or sales, you’ll never know which campaigns are the most effective. Google Analytics offers various tracking options. Change your ads regularly. People may get tired of seeing the same ad over and over again. Remarketing is a great opportunity to use in conjunction with other content strategies and online marketing techniques to maximize your online presence and increase your conversions. For best results, segment your audience and create ad copy relevant to each group. You’ll then have a much better chance of generating more qualified leads and converting them.