No digital marketing campaign is complete without offering visitors the second chance to come back to become a customer. This second opportunity to buy, or maybe even the third is called remarketing and it is a powerful way of closing any deal.
Remarketing gives you the opportunity to increase your conversions and to boost your ROI making all those lead generation efforts worthwhile.
Remarketing or Retargeting?
The terms are often used in conjunction although strictly speaking they are not the same.
Remarketing can be seen as an umbrella term – remarketing is effectively where we market to the same prospect a number of times. Retargeting comes under remarketing but it is effectively where we target online adverts to those people who have been on our website.
So remarketing is where you send emails to your email list or when we think about social media once people have connected with you can market to them again and again.
If you have ever entered a competition and left your number the likelihood is that you will be phoned time and time again with other offers,
Retargeting is something slightly different. This is where we target online adverts to people who have been on your website (or carried out an action).
The days of someone popping onto your website and buying instantly have all but gone, returning customers may well do this but cold customers are more savvy nowadays. They will have been researching products and services, comparing prices and looking at reviews and remarketing allows us to capture their attention once they have left your website.
In this post we will essentially focus on Retargeting.
According to AdRoll, only 2% of consumers will convert the first time they visit a website. Retargeting this traffic will increase the likelihood of a sale or a conversion.
The two biggest players in the retargeting field are Google and Facebook although we should also mention LinkedIn and Twitter.
Retargeting works adding some code to your website which places a cookie inside the visitors browser. You are then able to retarget users who have visited certain pages on your website.
Using Google Ads you can serve banner adverts to visitors to your website. You may have visited a website then noticed a ‘banner ad’ for the website you have just visited appearing around the web. These may well be using the Google Display Network (GDN) to serve the content to you.
You can also use Remarketing lists for search ads (RLSA). This is a Google Ads feature that allows you to tailor your search campaigns based on whether a user has previously visited your website.
You can also use dynamic remarketing for retail which is more complicated but this allows you to serve products to people that they have viewed on your website.
Facebook gives you a number of remarketing options. You can advertise products and services on peoples timelines who have previously visited your website.
You can also advertise to people who have engaged with your Facebook page or have spent a certain amount of time on your site.
A lucrative feature is ‘dynamic remarketing’ which allows advertisers to dynamically advertise products that people have looked at on their website. So for example you can advertise a product if someone has viewed a product but not purchased. You can go further by reaching people who have added to cart but not purchased, offer them a discount code to push them over the line!
We have just dipped our toes in the water here, remarketing and retargeting should be an intrinsic part of your sales funnel and by using other platforms such as email marketing you can build a serious sales funnel that converts.
If you need any ideas please feel free to drop me a line.