Remarketing and Retargeting are big buzzwords in the internet marketing community, but if you’re new, or you’re coming from outside the advertising sphere, you might not be familiar with what it is, why it’s important, and how you can use it to your advantage.
Remarketing and Retargeting are technically different, but professionals and businesses (such as Google) have begun using remarketing as a blanket term, so for the purpose of this article, so will we. So...
What is Remarketing?
Remarketing is advertising to people who have had some prior interaction with your brand They could be people who have visited your website, liked you on facebook, or begun the checkout process on your ecommerce page, and then aborted it. The possibilities are nearly endless.
The point of remarketing is to directly address and recapture the leads that didn’t turn into conversions the first time. Through the use of cookies, or by collecting information such as email, businesses are able to reconnect through ads, email, or social media and get a second (or third) try at converting their lead.
Of course, using this tool effectively isn’t as simple as relentlessly pursuing everyone who has ever been to your site.
Isolate Your Target Groups
Google remarketing through AdWords, or Facebook or Twitter remarketing for social media, gives you a lot of options for defining your target audience based on their prior interaction with you. A few of these are…
- People who have visited a specific page on your site
- People who have been on your web domain
- People who have aborted an online purchase
- People who have performed a search on your site
As an advertiser it’s important to be very specific in creating targeted groups, because it allows you to specifically address the needs of each lead through your ads.
Create Targeted Ads
If you created highly specific remarketing ad groups you’ll be able to target individuals who looked at specific product pages. This is huge, because it means that you can then show that person an ad with that same product (or a similar, better one).
You can also adjust the tone of your ads depending on which pages visitors looked at. The ad that’s going to catch the interest of someone who looked through your news releases about your community outreach program and which charities you’re donating to is not going to be the same ad as the one who beelined straight for a product page.
There are a lot things that you can learn about your site visitors by looking at which pages they visited, and your interpretation can have a huge impact on the success of your remarketing effort.
Address The Concerns of Lost Leads
Probably the most frustrating situation that businesses want to address is the people who begin the process of checking out, and then abort it halfway through. There are a number of reasons that someone might abort a checkout, and it might be a good idea to structure your checkout process so that you can track what the turnoff is for specific customers. A few common issues are...
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Shipping & Handling costs
- Lack of Payment Options
- Privacy Concerns
- Forced Site Registration
- Product Cost
While some of these problems are better addressed by simply changing your website, you can address others through remarketing ads. By showing ads that offer discounts or waive shipping & handling costs specifically for people who have abandoned a checkout process at the appropriate spot, you can bring in those extra conversions without having to offer a blanket discount for everyone.
Remarketing is a game-changer for advertising on the web, and allows businesses to build their business in a much more efficient manner than they could using traditional internet marketing methods. Do you need help getting started with your own remarketing campaign? Give us a call at 786-369-8933 or reach out to us through our contact form!