We’ve all experienced that weird minute: you were going shopping online for something, let’s say a set of pink shoes, and on the next website that you visited, as if by magic, there was an ad for the exact pink shoes you were looking for. By now, you’re most likely conscious that this is neither a cosmic coincidence nor a psychic invasion — it’s remarketing.
If you’ve never considered utilizing remarketing because it seems too complex, now’s the time to reconsider. Remarketing is easy to set up and can help you recover a few of the 96 percent of users who check out your site once and completely forget about you.
How Remarketing is Different from Traditional Advertising
Conventional display ads on the internet typically involve a static image, a block of text, or a short animated video on a specific site — directing users to your page to generate traffic. Remarketing works the same, but with one key difference: particular targeting. By utilizing a basic tracking code, organizations can save data in the form of “cookies” on a visitor’s computer, and then show ads targeted to that visitor.
It sounds basic, right? That’s just how it is. Remarketing provides a second opportunity for converting interested users who left your website without acting. They’re currently acquainted with your product or services — in some cases, all it takes is another little push to get your audience where you want them.
The Setup Process
To start remarketing, you’ll need a custom-made tracking code that you can create in Google Analytics or AdWords and then add to your site. If you don’t have a Google Analytics account yet, I highly recommend creating one.
Remember, you’ll have the ability to make numerous lists based on your goals — so start with something basic until you end up being more acquainted with the process.
You can also set up a remarketing code in Google AdWords; however, AdWords needs a new code instead of adjusting to your existing Analytics tracking code. The Analytics code modification will allow you to review your visitors’ habits, providing you with more insight into your campaign.
Considering Your Target Market
The target market you choose will determine the result of your campaign. Choosing “all visitors” may open you to a bigger overall audience. Still, if you create numerous specialized lists — such as a dedicated list for each of your private product pages — you’ll end up with similar total numbers, however, much greater conversion rates.
Another choice to consider during your list setup is the membership duration. It is the length of time you’ll be saving a remarketing cookie in your visitors’ computer systems. While you might be tempted to pick the optimum of 180 days, keep in mind that some users find remarketing irritating if you constantly bombard within this period.
Consider your sales cycle and your typical client’s behavior. For instance, if you provide a free 30-day trial service, you should attempt a 60-day member duration to motivate your visitor to sign up for the full version approximately 30 days after the trial ends.
Another method to manage your target market reach is frequency capping. It controls how many times your visitors see your ads instead of restricting your advertisement based on a number of days. For instance, you can limit your ads to 10 impressions weekly for a specific ad group. Try out different frequencies to discover the optimum length for each of your lists.
The success of your remarketing campaign mostly depends on the quality of your ads. You can work with a creative professional to discover the best message for your target audience. But if you prefer to take the job on yourself, it’s possible to enhance your ads through trial-and-error.
When creating an advertisement for your remarketing strategy, you must:
Include a strong call to action. This should go without saying. Ensure there’s a prominent button and a strong reason for users to click.
Keep your advertisement consistent with brand standards. Anything outside of your business logo, theme, and brand representation could make users wary and minimize their clicking possibility.
Use an ad that can regularly work throughout numerous advertisement sizes. By doing this, you can keep a consistent message and feel while maximizing your prospective placement. Remember that not all sites can support every ad format.
Use multiple formats. If your main ad is an animation, include a still image version and text variation for each advertisement group. This will help you safely place your content on sites that do not support animations or image ads.
It’s also a great idea to experiment by:
Creating several lists with various durations and frequencies. Compare and contrast to discover the best combination.
Checking your ads. Use an “A” and “B” advertisement, each with distinguishing characteristics, so you can see which type of ad is more effective.
Increasing your performance. Pay careful attention to the clicks and habit patterns that emerge from your campaign. As you continue, make progressive tweaks to see if you can boost your metrics.
Using custom mix lists. These customizations are a sophisticated remarketing function but can help you enhance the quality of your target audience.
A Few Tricks to Get You Started
If you’re looking for a handful of innovative tactics to get instant momentum into your campaign, try:
Upselling your clients. For instance, if a visitor purchases a tablet, remarket by offering a tablet cover or accessory. The best method to track this is developing a customized “thank you” page for individual items or best-sellers. However, it might not be practical for large-scale use.
Paying attention to seasonal cycles. If some of your services or products are seasonal, create specific lists to turn on annually. This can effectively target an audience that has had a full year to ignore you.
Giving incentives to complete checkout. Abandoned shopping carts are a problem for many e-commerce sites, but remarketing can encourage visitors to complete the checkout process through a special deal — like an extra discount.
Tying in your email marketing campaign. Creating HTML email newsletters with your Google Analytics code fixed can help you develop a specific list to accommodate users who saw your email campaign.
Remarketing is only effective for users who have already visited your site, so it’s essential to increase your initial website traffic through search engine optimization and social media marketing. Online marketing is an interconnected procedure of growing traffic, enhancing conversions, and increasing your repeat customers’ chances. Remarketing is among the best ways to finish incomplete conversions and draw your customers back to your page.