Retargeting Can Boost User Ad Response up to 400%
Introduction
Whenever a new business is started, the entrepreneur is introduced to a word – remarketing. Remarketing is an important part of making any business successful.
So what is remarketing exactly and how it helps to retarget website visitors?
Most of the websites on the internet run ads. While it is a common misconception that the consumers hate ads on websites, research has shown that they’d rather prefer some ad-filtering programs than block ads altogether.
Hence, brands that can boost ads which cater to consumer interest and make the experience engaging, have a better chance of bagging the costumer.
And so, remarketing can prove to be an excellent way to boost the relevance and personalization of the ads displayed. Even being aware of the remarketing process can help you better engage online customers.
The world has steadily moved to online shopping and hence relevant ads have become an important part of businesses.
Definition – What Is Remarketing?
The jury is still out on the exact definition of remarketing. But generally, remarketing involves targeting customers who have already viewed something on your site or demonstrated an interest in your products.
It allows the businesses a means of re-engaging with potential customers who might have been interested in your product on your site but did not follow through with a conversion.
“Conversion” doesn’t really mean a “sale” per se. Conversion could also mean that they left their email or subscribed to your list.
Maybe they followed you on social media or fill out a survey form etc. This also counts to conversion as the consumer has shown some interest in your brand.
And usually, most of the users leave a site before doing anything of the above actions. And so, it’s your responsibility as a marketer, to take advantage of this interest and convert these users by using remarketing.
How Does It Work?
A remarketing program tracks certain pages on the website. This will allow the owners to single out the users who visited those pages but did not convert.
For example, many brands track their shopping cart pages, so they can target those who abandon their shopping carts.
Once the targets have been identified, specialized ads that promote your brand, are repeatedly shown to them. These ads, therefore, are highly personalized and relevant. They particularly promote items that people already showed an interest in.
Research has shown that only around 2% of consumers are converted when they visit a website for the first time.
And so, it is significantly important that you use remarketing to stay ahead of the competition and expand your customer base.
This research also showed that while these consumers hate random ads, they are interested in ads that target their interests. These ads, therefore, play a major role in engaging these consumers and converting them. Get Started With Google Ads.
Understanding Different Types Of Remarketing
Now, there are different ways to retarget your website visitors. Different ways are better for different businesses. Let’s see these different options.
#1. Repeated Ads For People Who Visited Your Site
This is the most common form of remarketing. Displaying ads about your brand to people who visited your site but did not convert. These ads can appear in two main types of platforms.
First is Google Ads. Brands that set up their remarketing campaigns through Google Ads have their brand’s ads appear throughout the Google display network. Google Ads is one of the most used ad platforms out there.
Its highly efficient and the remareting program works wonders. It also offers the largest platform for PPC, which makes it an excellent means of reaching millions of searchers throughout the country and around the world.
The second method is to set up ads through social media platforms. Most social media platforms have their own ad display platforms, like Facebook and Twitter.
These platforms reach over billions of people around the world; this also provides a great platform for reaching interested and potential customers.
#2. Retarget Website Visitors Through Email Lists
Email lists are a great way to target people that have left their emails with the website. This shows and expands their interest while they journey elsewhere through the internet.
There can be special ad campaigns and offers specifically for those on the email lists. Since these people have already expressed their interest in your brand, this helps you keep your brand on their mind.
#3. Video Remarketing
With Google Ads, your ads can also be displayed on YouTube. Users who have visited your YouTube channel or your videos can be targeted through these ads.
With the vast amount of websites out there on the internet today, there are a number of different ways to retarget your website visitors.
We have listed the most commonly used ones for you. Now that we know what is remarketing, it is important to be able to use it fully to help your brand.
How To Build A Successful Remarketing Campaign
STEP 1. Decide Which Pages To Tag On The Website
The foremost and important step to retarget website visitors is to decide which website pages to tag for the campaign. Quality of the remarketing campaign is identified by high-value pages. These pages should be the best indicators that visitors who open that page are willing to purchase and hence easier to convert.
STEP 2. Offering Special Deals And Bonuses To Retargeted Consumers Is A Great Way To Convert
Offer ads that help you understand why people abandoned the conversion pages that they did. Special deals on your products to the retarget customers can be an excellent way to entice these people and bring them back to your page.
Customers want to feel special, and offering these deals to the people who already visited your page, will convince them that they have found a special deal for your products. This will make them much more willing to purchase and become a loyal customer.
STEP 3. Set A Timeline For Which To Follow These Visitors With The Ads
This is an important part of remarketing. You do not want to annoy your customers by following them endlessly and pestering them with the ads.
Users start to feel badgered seeing the same ads after some time. This can provide a negative image to the brand and harm its reputation.
STEP 4. Once Converted, Retarget Your Website Visitors
Although remarketing is a great option to target those who drop out of the sales funnel, it can also be used to target those who have already converted on your site.
If the customer is converted, it is understandable that these customers recognize your value.
So, it is important to continue to flare that interest with your remarketing campaign ads. You can also tend to them with information about other services and products your brand has to offer.
To expand a business, it is significant to encourage customers to come back to your website.
Apart from these steps, your remarketing effort relies on the quality of that campaign. You’d want to research trending keywords that correspond to your website to get a better search result. This is also important to get relevant customers with high potential of converting.
In this way, the remarketing campaign is different from a normal ad campaign. With a remarketing campaign, you can expand your reach.
It is important that people who see your ad should be those who have already expressed an interest in your brand.
This way you can be more confident in your traffic. Hence, you can create campaigns that target these keywords. This also helps your ad costs, as it prevents high numbers of clicks for irrelevant traffic.
Conclusion
Remarketing offers brands the important tools they need to create better ad experiences. These programs can target the customers’ interests and display the content that they are interested in seeing.
Those who want to build a successful business and expand their customer base should consider remarketing to boost their success.
