You may or may not have heard of remarketing, but you’ve definitely come across it on the Internet and beyond. One of the most popular forms of online or digital remarketing is served by Google Ads. Have you ever visited a website or searched for something so that the next time you visit a website that uses Google ads? That’s remarketing.
A popular offline example of this form of marketing would be the sidewalk or sandwich board signs that coffee shops use outside of their business, but the signs alone don’t change their content. These signs are meant to target frequent passers-by in hopes that they will eventually come in to try the signs they are promoting.
Clearly, remarketing is nothing new, but there is still a lot of confusion about what it is and how to use it effectively. In this article, we’ll explain what remarketing is and talk about remarketing strategies you can use to increase your ecommerce conversion rates.
What is remarketing and why is it beneficial?
Remarketing is the practice of marketing a product or service to a potential customer who has already been exposed to that product or service. Using tools like Google AdWords, Facebook Ads or AdRoll, you can insert a small piece of JavaScript code into your website.
The script code will collect cookies to anonymously detect and tag new visitors. That’s when your ad service kicks in and starts showing ads for your store wherever your potential customer goes, as long as the site they’re visiting supports your ad service.
The most important benefit of remarketing is increased conversions. When a potential customer visits your store and doesn’t buy anything, they are less likely to return. But, by repurposing the product they were looking at and offering it at a discount, you can greatly increase the chances of that same customer returning and making a purchase.
The most important benefit of remarketing is increased conversions.
An example is a custom printer company that saw 203% higher conversion rates on its dynamic remarketing campaigns than regular display ads, according to HubSpot.
Remarketing allows you to turn almost any customer into a lead by remarketing individual products or your entire brand. Remarketing is also a great way to increase brand awareness so that general consumers start to recognize it. Planting that seed in their mind can lead to more conversions when they need to buy the product or service you’re selling.
5 Remarketing Strategies You Can Implement Today
Now that you know what remarketing is and how it can benefit you, let’s talk about practical implementation. Here are five remarketing strategies you can start using today.
Decide which pages to target
Before you actually remarket any of your products, think about which pages you want to target. The pages should be directly related to your marketing objective, as these pages will be the pages you build the entire campaign around.
If you want to generate more sales, you can tag your best selling individual product pages or even best selling categories and resell them to returning visitors. Seeing those ads again may make them change their mind and return to shopping.
On a similar note, you can tag pages that educate them about your company and your products, showing them the benefits so you can nurture those lost leads and build brand awareness. Doing so will allow you to set them up for conversion, so when they finally do buy, they’re more likely to buy a higher quality product and become a loyal customer.
You want to direct your referral customers to a strong product page. To enhance your product page and make it the perfect representation of your product and your brand, check out this blog post: Product page design. How to design the perfect product page.
Segment your remarketing campaigns
You will have much more success with your remarketing campaigns if you break them up to target different people. It can be assumed that not all visitors to your website will be interested in the same products. You can use information about time spent on your site, number of pages viewed, and pages visited to better determine which products will be more attractive to them.
For example, if you sell pet food, you can create different campaigns for people who want to buy dog ​​food and those who are interested in cats. That way, you’ll be able to more directly address your visitors’ needs and help them better address their needs.
Use different calls-to-actions and link them to landing pages on your website. Track your conversion rate so you can track your results and tweak them if needed.
Increase bid on shopping cart and abandoned carts
One of the best ways to increase conversions is to use remarketing on your shopping cart and abandoned cart pages. Those customers have already shown interest in your products and were one step away from making a purchase.
Resell them as soon as they leave those pages on your site and keep reminding them to come back and complete the purchase.
Because those visitors were close to converting, they are considered warmer traffic, so you should set a higher budget to get a better return on investment.
Use Shoelace to create a custom retargeting campaign for your eCommerce store.
Reduce ad spend on homepage and similar page visitors
At the same time, you should consider reducing your budget for ads that remarket to visitors who left your homepage or other non-sales oriented pages.
Visitors who come to these pages and bounce aren’t ready to make a purchase, and as such, they don’t bring as much value to the table as those who bounced from your cart pages.
However, that doesn’t mean you should stop remarketing them altogether. It just means that you will have to invest more time in nurturing those leads and sending them to pages that offer more information as mentioned earlier.
Use your snippets to make sure you’re pitching to the right visitors. Check out this post from Shopify to learn more ways to remarket to your visitors using Google.
Offer coupons to repeat visitors or product page viewers
Another effective remarketing strategy is to create coupons and discount codes and offer them to visitors who keep coming back to your site or view specific product pages.
If they keep coming back, chances are they’re very interested in the product, so offering them a 10% off coupon or a BOGO deal could be just the thing to convince them to take the final step and buy the product.
With remarketing, they will continue to see your ad wherever they go online, but the product is now discounted. This increases their chances of converting and becoming a customer. Remarketing to those customers also created brand awareness that helps you convert that visitor from a one-time buyer to a repeat customer.
Increase your conversion rates with remarketing
Remarketing can be a powerful marketing strategy when executed correctly. Whatever method you decide to use, don’t forget to test and tweak the ad to improve your conversion rates. This will allow you to get a better return on investment while staying within your marketing budget.
Use the tips above to start a remarketing campaign and stay committed to your efforts. Soon you will be able to see results and increase your bottom line.