Not getting enough conversions even after implementing too many SEO tactics and spending excessively on digital ads? It’s surely one of the biggest marketing challenges! Enter remarketing! No, WE are not saying this! According to a study by Google, users who are retargeted are 70% more likely to convert on your website.
Time to get into the nitty-gritty!
Table of Contents
What is Remarketing?
Remarketing involves targeting people who have already interacted with your brand in some way but did not convert into customers.
It aims to bring back these potential customers and persuade them to take a desired action, such as making a purchase, filling out a form, or subscribing to a service.
By showing targeted ads to these potential customers, you are bringing your business and its products or services at top of their minds.
Why should you consider remarketing?
- Increase conversions: As mentioned above, remarketing accelerates the potential customers in their buying journey to ensure they make a purchase. In fact, remarketing can increase conversion rates by up to 70%. (1)
- Improve brand awareness: Even if they don’t make a purchase immediately, they are likely to remember the business and consider it in the future.
- Reduce advertising costs: Remarketing is a cost-effective approach because you target people who have already shown some interest in your business.
- Improve customer loyalty: A remarketing campaign can also help to improve customer loyalty by keeping existing customers engaged with the business and reminding them of new products or services that they may be interested in.
Tips on how to Boost Conversion Rate using Remarketing
Segment your audience:
There might be people who visited your website but left without performing any action. Then there could be people who added an item to the cart but didn’t make the final payment. Ideally, messaging for these two sets shouldn’t be the same. That’s where segmentation is important.
Further, segmentation can also be done based on factors like demographics, interests, and purchase history. By segmenting your audience, you can tailor your remarketing messages to each group, increasing the likelihood of engagement and lead conversion.
Let’s say a person recently visited your website that sells running shoes but left without making a purchase. Your ad may say “We’ve got the perfect pair waiting for you! And to sweeten the deal, we’re offering 10% off your purchase.”
Offer a discount or promotion:
In line with the above point, it’s worth mentioning that offering a discount or promotion is an effective remarketing strategy to entice customers to return and complete a purchase.
As a matter of fact, retargeted ads that include an offer or discount have a 30% higher click-through rate than those that don’t. (A study by SteelHouse) But how to make the most of it? Well, make it exclusive and create a sense of urgency around it! You can use phrases like “Limited time offer” or “While supplies last”.
It’s important to personalize the discount or promotion based on the customer’s past behavior or interests. Make sure the terms and conditions of your discount or promotion are clear and easy to understand.
Test and optimize your ads:
Whether it’s ad word remarketing or Facebook remarketing, it is always advisable to test different ad sets to see what works best for your audience. This can include making variations in messaging and even ad format in some cases. Testing ads will not only improve the ad performance and boost ROI but help you understand your audience better.
A great way to do this is to set up A/B Testing. Here you will need to create two different versions of an ad and test them to see which performs better. Analyze data such as click-through rates, conversion rates, and cost-per-click to determine which ads are driving the most engagement and conversions.
Continuously monitor your retargeting ads to ensure they are performing well. Finally, don’t forget to optimize your landing pages to ensure they align with your ad messaging and provide a seamless user experience.
Set frequency caps:
It is important to set frequency caps while remarketing to avoid overexposure and audience fatigue. Frequency caps limit the number of times an individual user sees your ads within a specific period of time.
Setting frequency caps can also help you control your ad spend by ensuring that you’re not wasting your budget on overexposed users who are unlikely to engage or convert.
Most ad platforms have built-in frequency cap settings that you can adjust. Set it based on your campaign goals and audience’s behavior.
Continuously analyze the ad data to determine if your frequency cap is impacting your campaign’s performance. You may need to adjust your cap based on changes in your audience behavior or the competitive landscape.
Use retargeting across multiple channels:
Different people use different channels. By showing up in multiple places, you can reinforce your brand’s message and increase the likelihood of reaching your target audience.
If you rely heavily on one channel, your marketing funds can be impacted by changes in algorithms, ad policies, or other factors.
To ensure that you are targeting the right users across multiple channels, you need to implement cross-channel tracking. This involves using a tracking code or pixel that tracks users’ interactions with your brand across multiple channels.
Don’t forget about mobile users:
Mobile devices offer multiple touch points for users to interact with your brand, such as through apps, websites, social media, and messaging apps.
They offer unique ad formats such as in-app ads, mobile video ads, and interactive ads that are not available on desktop computers. These ad formats can be highly engaging and effective at driving conversions.
Showing ads to users who are not interested in your brand or those who have already converted can create negative brand associations. Thus, excluding people during remarketing is important to ensure that your ads are only shown to relevant users. This way you can improve the user experience and avoid wasting ad spend.
There are several ways to do this. You can create a remarketing list for converters and exclude this list from your campaigns. You can exclude uninterested users or users who have made a purchase in the last few days or weeks.
If your product or service is only relevant to a specific demographic, you can also exclude users who do not fit this demographic.
Use dynamic ads:
Using dynamic remarketing involves showing ads of the exact products or services that they viewed on your website. But how to create dynamic display ads?
The first step is to set up a product feed that includes all the products or services you want to advertise. This product feed should include information like the product name, image, price, and URL. Install the remarketing tag on your website. This tag allows you to track user behavior on your website, such as which products they viewed or added to their cart.
Next, create an ad template that has an image of the product, the product name, the price and call-to-action button. Then keep customizing your ad template to include information from your product feed, such as the product name, image, and price. You can also customize your ad copy to include messaging that speaks directly to each user. And lastly, set your bidding strategy based on the value of each product or service. (Learn more here.)
Leverage Remarketing Lists for Search Ads (RLSA):
RLSA is a feature specific to remarketing in Google ads. It works by creating remarketing lists based on the user’s website behavior and targeting those users with ads when they search for relevant keywords on Google.
RLSAs do not offer text ads to the users simply because they are on your remarketing list. Here users still need to be actively using the terms you are bidding on in your search engine marketing. (Learn more here.)
With Remarketing in digital marketing is an important strategy as it allows marketers to reach a highly targeted audience, increase conversions, and gain valuable insights into their audience’s behavior.
Remember, what works for one business might not work the best for another. So, be it your fresh ad campaign or remarketing campaign, don’t be hesitant to constantly experiment and try new ideas!
Looking for digital marketing services in India? Channel Technologies can be your dependable partner at every stage of your marketing from developing a 360-degree digital marketing plan to executing every bit of it!
What are your thoughts on Remarketing? Have you tried it and has it worked for you?