Retargeting is a way for online advertisers to show you ads based on your previous interactions with their business.
The fact that people who are familiar with a business are more likely to engage with their advertising is the basis for this. Some software companies will show ads to people who have visited their product pages in an attempt to get them to come back and sign up for a free trial.
Remarketing is an effective advertising tool because it is successful. 70% more likely to convert on an offer than a regular website visitor.
You have come to the right place for help to improve your remarketing campaigns.
This article covers everything you need to know about remarketing strategy and how to be successful with it. In this article, we will explore 11 different remarketing strategies that can help improve your advertising campaigns and increase conversions.
Let’s get started.
1. Split up your remarketing campaigns
Don’t treat all your website visitors the same. By segmenting your remarketing campaigns, you can more directly address the wants and needs of your customers. The amount of time a visitor spends on your site, the number of pages they view, and the pages they visit can help determine how aggressive or how nurturing you should be in your remarketing.
You can create different Call to Actions (CTA’s) for various segments of your ad group in order to create a successful sales funnel. These CTAs should link to objective-basedweb pages. Track your conversion rates and segment your prospects by what stage of the sales process they are in to make sure they are moving forward.
2. Make multiple ads sizes with images and copy to match
It is highly recommended that you create adverts for all the different sizes of network adverts.
This policy ensures that your ad is eligible to show on every Google Ad network site. This means that your message will be seen by more people, and you will be able to track your website visitors as they go to other websites.
3. Bid more on shopping cart and conversion abandons
If someone visits your landing pages, it means they’re interested in your business and products. This traffic includes people who have left shopping carts and pages like ebooks and webinars without completing a purchase or taking the desired action.
After they leave, continue to remind lost leads to come back and continue converting them.
It is beneficial to allocate more of your advertising budget to ad campaigns that target individuals who have already expressed interest in your brand or product. Additionally, limiting the number of times a particular advertisement is shown to any one individual can help prevent your ads from becoming annoying or ineffective.
4. Bid less on homepage and non-converting page visitors
If you are getting a lot of bounced traffic from your homepage and other information pages, you should lower your ad budget. If a potential customer is still in the “getting to know you” stage of the sales process, you should still try to bring them back. But, they are not generally worth as much for your company – yet.
Ad campaigns that target non-converting traffic and lead to landing pages with a soft CTA (such as a webinar or ebook download) or your information pages and blog can be effective.
You will get a better return on investment for your remarketing efforts if you spend less on visitors who are in the early stages of the buyer’s journey.
5. Offer coupons to repeat visitors or product page viewers
Providing coupons and discounts can encourage a customer who has left your product page to come back and finish their purchase. A person who goes to your online store and clicks on a product’s page is probably interested in buying it. For whatever reason the customer left your sales funnel, they may have gotten distracted, thought the price point was too high, or were comparison shopping. This is the perfect time to try to win back customers who didn’t make a purchase by reaching out to them with a coupon.
Your potential customer will see your special offer regardless of where they are online. If you can personalize your message to that person, you’re more likely to get them to convert (and make a purchase). By providing excellent customer service, you not only improve customer satisfaction, but you also increase brand awareness and create loyalty among your customer base.
A lead is somebody who has shown an interest in what you’re selling, for example, by visiting your site frequently or repeatedly. You can offer them discounts to encourage them to buy from you. If someone clicks on your homepage, views your “about” page, then flips through your product pages, you should remarket to this segmented list with an offer of (say) 25% off their first purchase.
6. Focus on content and education rather than direct sale
If your website gets a lot of traffic, you can use remarketing to get people who have already visited your site to click on your ads for non-lead generating pages. Make sure to focus on nurturing your bounced traffic so that they learn more about your business, what you have to offer, and how you can help solve their problems.
But if all you do is chase leads and sales, you miss the opportunity to create goodwill, build relationships, and become the go-to source in your industry The goal of advertising is to get leads and sales, but if all you focus on is that, you miss out on opportunities to build relationships and become a trusted source in your industry. You can increase brand awareness and nurture lost leads by directing interested consumers to a free page. Converting potential customers often results in a higher cost sale and a more loyal customer base when primed beforehand.
7. Consider Google remarketing member duration
Determine the duration of your remarketing campaigns. You will follow each visitor for different amounts of time depending on what industry you are in and what campaign you are running. Google gives you a default of 3 months. swap “That’s great if you have a long sales funnel such as a B2B” for “This is especially useful if you have a long sales funnel, like for a B2B, and your objective is to increase brand awareness” Whilst a long sales funnel may not be beneficial for a retail company that is looking for an immediate sale, a follow up period of 30 days could be more appropriate.
8. Consider Google remarketing frequency capping
Similar to remarketing duration, consider your remarketing frequency capping. You can set the number of times your ad is displayed to your targeted visitor each day, month, or week.
You’ve probably seen the ads that follow you around the internet. Do you click on them? Do you ever buy from the company? Likely not. You should set up a frequency cap so that your brand becomes familiar to your target market without annoying them.
Every advertiser will have different needs for remarketing frequency capping:
- If you’re an online retailer promoting a limited time coupon, make sure your ad gets seen more frequently immediately.
- If you’re an enterprise company developing relationships and leads, tone down the frequency of your ads, and keep them longer term.
Figure out how often you should be running your business campaign by using analytics.
9. Change your ad message to non-converting targets
If you’re not seeing the results you want from your marketing campaigns, try targeting your non-converting visitors and changing up your message after a while. If you were to run a remarketing campaign for 30 days, You’re offering a 25% discount for first time buyers. However, you will notice a decrease in CTR after 10 days. Your market may be getting tired of seeing the same ad from you. If you want to create a renewed interest in your brand, consider changing your ad message or design. This could make a big difference for your company.
If your customers aren’t responding to your current deals, try offering free shipping instead. Change up your CTA message. Change your image too.
10. Retarget existing customers
Why would you want to retarget existing customers?
The goal of a re-engagement campaign is to bring inactive subscribers back into your funnel.
Most subscribers on an email list will become unresponsive at some point. The list will experience a change in membership, where new visitors join and old ones become unresponsive. You aren’t even reaching your intended user with your email upsells.
So what do you do? Start retargeting your existing customers.
I like this advertising strategy because it is very inexpensive. The ads are very relevant to the audience, which means that the click-through rate will be high. They are already aware that I am a customer who is using their products/services.
Yet, they retargeted me anyway.
Why? The company emailed me about new products, but I was not interested and did not respond. The company then emailed me again, trying to get me to buy their new products. I am an existing customer, and they wanted me to convert by signing up for another credit card with them.
Are you seeing a pattern with these examples?
They focus on advertising to people who have already converted or are already customers. This is an example of retargeting from ModCloth that I really like.
We miss you like crazy!
The targeting premise of this advertisement is pretty obvious. They are trying to bring back customers who have not shopped in a while.
This kind of thing works. Why? Because people have already shown an interest in your products and services, there is little to no risk in asking them to come back.
It’s incredibly easy to set up, too. You can use AdWords or Facebook to set this up, and it will only take a few minutes. To create a Facebook audience, go to the Ads Manager and click on the audience section. Then, click “Create an Audience.” B. Next, create a Custom Audience by clicking the “Create a Custom Audience” button and selecting “Customer List.” That’s where you can upload your audience list. A green check mark means you’re all set. If you see a yellow exclamation point, you might need to update some trademarks manually.
We will be able to import contacts directly from MailChimp or upload a list of current or old customers. The most important thing to do is to organize your customer file or email list according to how old or unresponsive customers are.
You shouldn’t spend money advertising to customers who are already buying from you on a regular basis. Put your energy into attracting customers who haven’t bought from you in a while or those who haven’t answered your marketing emails.
This will help you get them to try your products again.
11. Lead-gen ads based on page engagement
Retargeting people who have visited your website can be successful, but if it isn’t working for you, try this instead. Facebook’s “Lead Ads” tool is very effective for generating leads.
These ads offer something of value in exchange for customer information like email address and job type. The idea is the same as running a lead magnet for an e-book on a landing page on your website, just on Facebook. Forms that are created naturally are some of the most intuitive. They are ads that are beautiful and integrate well with the customer’s lead magnet. You can get the best results for your ads by targeting people who have already engaged with your Facebook page.
Now that we know how effective these examples can be, let’s look at the how-to details. I’m taken to a lead-gen form within Facebook when I click on the ad. This strategy is effective in getting people to convert because it allows them to stay on Facebook.
People don’t browse Facebook every day to see ads. People use Facebook to stay in touch with friends and family and to read news articles.
If you take someone off your site, it is a big risk that could result in wasted ad spend and lowered conversions.
That’s why lead ads are so successful. The Facebook ads don’t interfere with the usual behavior of a Facebook user, but they still manage to get them to see the lead magnet.
I’ve used these types of ads before.
They’re effective for providing a straightforward CTA that encourages people to take action. Re targeting people based on Facebook page engagement can be beneficial because it allows you to show ads to people who have already shown an interest in your page. This can help to increase the chances that they will click on your ad and visit your website.
The fact that these users are active on Facebook means that your retargeting efforts will be more successful. Users who are always aware of what is happening on social media are likely to be trying out new brands. The best way to target potential customers on Facebook is through Ads.
To create a lead-generation ad, we need to create an audience based on page engagement. Create a custom audience, then choose “Facebook Page” from the list of sources:
After finding an audience you want to retarget, there are various options to choose from to make your retargeting more specific. For example, you can target anyone who engaged with a post or ad, or someone who clicked on a CTA, or someone who saved your page or post.
After choosing a retargeting metric, save the audience and go to the Facebook Ads Manager to create a new lead-generation ad.
Select “Lead generation” as your marketing objective.
Next, select your ad format.
One image, video, or slideshow is best for this.
I love using Facebook page-based retargeting to drive users back to my site or get them to convert on lead magnets and products. They typically use Facebook in a way that is different than most users. Instead of merely using Facebook to chat with loved ones, they go out of their way to find and connect with businesses on the site. This is a great chance to turn website visitors who wouldn’t normally convert into paying customers, or those who have expressed interest in your products or services.
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