There is no debating the fact that remarketing is highly effective. This marketing technique allows you to show ads to people who have already visited your site. These individuals are more likely to conversion or make another purchase. On average, retargeting ads are clicked on 76% more often than standard display ads.
In other words, although retargeting provides a unique opportunity for advertisers, many are not making the most of it. It would be more effective to create ads specifically for the retargeting audience, rather than using the same ads that are used in standard display campaigns.
If you want your retargeting ads to be really effective, check out these tips.
1. Retarget Specific URL Visits
There are a lot of ways to retarget incorrectly. For example, some marketers create Facebook or Google Ads campaigns based on website visits in the past 90 days.
Although spending less time on a task can be effective, it may not produce the same results as someone who spends a significant amount of time on the task. Being efficient and working smarter, not harder is something I am passionate about because it allows me to get the same advantages with less time commitment. In the past, I managed Facebook retargeting campaigns through the Business Manager feature (now called the Facebook Business Suite).
I tried targeting people who had landed on my site, but that didn’t improve my conversion rates.
People weren’t ready to buy yet because I cast too wide of a net.
It would be unreasonable to expect that 50% of visitors to your website would convert, even if you have millions of visitors. For example, if visitor X came to your website, read a single blog post, and then left,
If visitor Y arrives at your site and reads the same blog post, but also fills out a lead-magnet form, that’s a good sign. If they also check out your product and pricing page, it’s an even better sign that they’re interested in what you’re offering.
What website visitor retargeting offer are you going to have now?
If you offer a lead magnet that doesn’t fit what the visitor is looking for, they won’t be interested. Offering a free trial to someone who isn’t ready to buy yet risks losing their interest. You need to make sure you’re sending the right offer to the right person at the right stage in their buyer’s journey.
I recommend targeting users based on specific actions they take on your site. That’s a great way to retarget them.
Why? Because people who don’t convert on your products usually experience two things:
- They don’t want to pay you money yet.
- They don’t know how your product can help them.
Jasper’s Market did a great job of addressing the second point.
They communicated how I could find value in the product I was looking at.
2. Use Copy to Combat Sales Objections
We use image ads to introduce people to our brand on the Display Network and social media platforms. The ads feature our tagline and primary brand assets. We hope that the ads will make an impression on the viewers.
Your remarketing audience is already familiar with your brand, so there is no need to show them generic, introductory ads. Keep in mind that these people were already on your site but didn’t complete a purchase. Use this as an opportunity to address any hesitations they may have and convince them to come back and convert.
HubSpot uses a Facebook retargeting ad to great effect. Rather than using their logo, which the viewer has likely seen many times before, they use imagery and copy to address a common objection. They know that one of the main reasons time-strapped, SMB advertisers are hesitant to purchase their CRM tool is because they’re concerned that it will take forever to set up. Their ad copy reassures the advertiser that it will only take 25 seconds to set up, and that it will save them time in the long run. The image of the timer reinforces the message.
If you aren’t sure what objections you should be addressing, the best way to find out is to ask your sales team. They are the ones who are “on the front lines” and dealing with prospects’ initial hesitations. If your sales are made electronically, you can also try surveying your non-converters to find out why they cancel. Another option is to look through your online reviews for helpful information.
3. Retargeting Existing Customers
Why would you want to retarget existing customers?
The reason to resurrect unresponsive email subscribers who haven’t purchased in a while is to bring them back as active subscribers.
There will be a turnover of visitors on the list, with new ones joining and old ones becoming unresponsive.
This means that your email upsells are not even reaching your intended user. So what can you do to fix this? Start retargeting your existing customers.
I really like this technique because it is so inexpensive. The ads are very relevant, so your click-through rate will be high. The company already knows I am a current customer who is using their products/services, but they still targeted me with ads.
The company continued to send emails even though the customer was not responsive in order to upsell new products. The goal was to get the customer to convert by getting another credit card with the company.
Are you seeing a pattern with these examples?
Their focus is on targeting visitors who have already converted or are existing customers.
We miss you like crazy!
The targeting premise of this advertisement is pretty obvious.
They are targeting old customers who have not made a purchase in a while.
This kind of thing works.
Because people have already shown an interest in your products and services, and so you have nothing to lose by asking them to come back.
It’s incredibly easy to set up, too.
You can set up a similar campaign on either AdWords or Facebook in just a few minutes.
To create a Facebook audience, go to the Ads Manager and navigate to the audience section. Click Create an Audience.
From here, create another Custom Audience by selecting Customer List from the drop-down menu.
To upload your audience list, click on the designated area. If everything is in order, a green check mark will appear. If you see a yellow exclamation point instead, you may need to update some identifiers manually.
We can import contacts from MailChimp or upload a list of current or old customers. The key is to sort your customer file or email list by how old or unresponsive customers are.If you have customers that are consistently buying from you, there is no need to advertise to them.
Try to reach out to customers who haven’t bought anything recently or who haven’t responded to marketing messages. This could be a good opportunity to get them interested again.
4. Lead-gen Ads Based on Page Engagement
If you’re not seeing success from your website’s retargeting efforts, Facebook’s “Lead Ads” might be a good option for you. These ads collect customer information like email addresses and job types in exchange for a lead magnet, similar to running an e-book lead magnet on a landing page on your website.
Pop-ups are an effective way to advertise because they are appealing and offer potential customers an incentive. One of the best ways to use pop-ups is by targeting people who have already shown interest in your product or service byengaging with your Facebook page.
People use Facebook to interact with friends and family or read news articles, not to see ads. So taking someone off Facebook to your website is a big risk that can waste your ad spend and lower conversions.
Lead ads are able to be successful because they do not interrupt what a Facebook user is doing; while at the same time, allowing them to also get the lead magnet.
Providing a clear call to action is a great way to get people to convert.
The main reason is that people who have already engaged with your page are more likely to be interested in what you have to offer than those who have not.
Since these users are constantly using Facebook, your retargeting efforts will be more successful. They’re also always looking at new brands on social media, so it makes sense to use Facebook Ads.
5. Showcase Products You Know They’re Interested In
The internet is the perfect place to look at clothes without intending to buy them. I spend a lot of time on websites of designer clothing brands, just to see their latest lines and trends that will appear in stores like Forever 21 in the next few months.
Want to create designer-quality display ads in minutes? Try our free Smart Ads Creator.
I always end up falling in love with a few new styles and spending a lot of time on the product pages, wondering if I can afford it by cutting back on food or using my savings. But then I usually come to my senses and leave the page.
Advertisers are using Dynamic Remarketing to show ads for products a person has viewed on their website. These ads are effective because they remind the person how much they liked the product and tempt them to buy it.
6. Push Them to Take the Plunge Using Urgency
I can be a real danger to society when I have a credit card and an internet connection. I spend a lot of time on travel websites, trying to plan my next vacation. I’ve gotten so good at it that I’ve overbooked myself and now I’m running out of money to pay for all the vacations I’ve planned. I need to learn to control myself better.
I’m sorry to say that it’s not going very well. I’m still spending a lot of time looking at my favorite travel websites, so I’m seeing a lot of ads for things I’ve looked at before. I’ve been ignoring most of them, but there are some that I really can’t resist, like the Expedia ad.
The text makes me feel like I’m missing out on something if I don’t act quickly, and I can’t seem to shake that feeling. Reading “last minute deals” makes me want to take the plunge and buy something before it’s too late.
This tactic, which has been proven to be effective, can improve both click-through rates and conversion rates. The easiest way to make use of this tactic with your remarketing audience is to take advantage of ad customizers, which are simply short snippets of code that will dynamically insert countdowns into your ads.
7. Offer Discounts Codes and Coupons
When I was a child, comparison shopping meant spending hours with my mother going to every department store in the mall to check prices for the same pair of shoes. We would often get tired before finishing and would end up buying the shoes from whichever store we were at.
Introducing people to a product is more difficult for advertisers now that the internet exists. It’s easy for customers to find pricing information for the desired product on multiple sites within seconds. If a customer likes a product on one site but doesn’t make a purchase, the advertiser risks losing them entirely to a competitor’s site or to general distraction.
Remarketing ads are the best way to reduce the risk of losing potential customers. Sometimes a discount or special offer is all that is needed to get them interested in your company and products again.
8. Encourage Cart Abandoners to Complete the Check-Out Process
Forrester’s latest report found that 88% of web buyers abandoned their online carts, with 70% of those abandonments happening just before the order was completed. This is painful for advertisers, as they did everything right in capturing qualified visitors and leading them to targeted products, but the buyers didn’t follow through.
I hope this list provides some inspiration for you to create more customized retargeting ads, as they will be more impactful for your audience. If you have any great suggestions for designing remarketing ads, please share them in the comments section below!
Related posts:
