What if there was a way to reach the people who have already visited your website but not made a purchase? That is what Remarketing is. ‘Remarketing ads’ is one of the best ways to drive sales that didn’t happen but have the potential. It is a way to connect with people who have previously interacted with your website or mobile app by strategically positioning your ads in GDN (Google Display Network) while these audiences are browsing the internet. This helps you increase brand awareness or remind them to make a purchase.
WHY IS REMARKETING IMPORTANT?
96% visitors leave without converting and 49% of visitors browse a site 2-4 times before making a purchase. According to the outbound engine, it can cost 5x times more to acquire a new customer than retain an existing one. Remarketing campaign provides you with the opportunity to focus more on existing customers rather than chasing new ones. Existing customers are also 5x as likely to repurchase,5x as likely to forgive the brand for their mistake or error, 4x as likely to refer, and 7x as likely to try a new offering. This makes it even more important to retain your loyal customers. But how do you do that? Below are 5 Important Remarketing Strategies that will help you secure potential customers.
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- TRACK BEYOND THE LANDING PAGE:
You can do so less with the data you collect while tracking what people do on your landing page. What if someone checks your product page out? What if they check out a service you provide? When you track beyond the landing page, you get information about where else the visitor clicked, what were they interested in and what they almost bought. You can then use this data to showcase ads specifically tailored for them, giving you higher click-through rates and sales.
- CREATE A CAMPAIGN FOR EXISTING CUSTOMERS:
As generating new leads should be the focus for any business, forgetting your current customers is a mistake businesses often make. Like we mentioned earlier, acquiring a new customer cost 5x times more than retaining a current customer. You have access to your current customer databases’ – their likes, dislikes etc which will help you in turning them into your loyal customers. There’s always an opportunity to upsell or cross-sell to your existing customers.
- USE RLSA (Remarketing Lists for Search Ads):
Advertisers can tailor their campaigns specifically for their website visitors using the Google Ads feature ‘Remarketing lists for search ads (RLSA)’. The name makes it sound like traditional remarketing display. Although both strategies use cookies to track users and adds them to the lists for advertisers, they are different. While traditional display remarketing shows ads to users while they are browsing on the GDN, RLSA’s don’t do that. For RLSA’s, the user still actively needs to be searching for the keywords you have targeted for them to see your ads.
- TRACK SIMILAR AUDIENCES:
Google and Facebook both have impressive remarketing tools one can use. Google’s Similar Audiences feature and Facebook’s Lookalike Audiences feature help you reach new customers, instead of the current visitors on your website. You can target people who show similar search behaviour as your current audience. Google Retargeting analyses what people searched for before buying your product and shows your ad to the ones who are searching for the same or similar things.
- USE DYNAMIC REMARKETING:
Instead of creating individual ads for different segments of your target audience, you can use Dynamic remarketing. You can submit a feed to Google & let the search engine create responsive ads for you and deliver them to potential customers who have shown an interest in your product/service. Dynamic remarketing makes it easier for advertisers to target people who have already shown an interest in their product/service.
While it does take a bit of time to move past traditional PPC advertising onto Remarketing, it is worth all your time and effort. Remarketing helps you maximise your conversion rates and get the best returns on your ads spends, so you can create a marketing strategy that will follow your users from the start all the way to the finish line of their consumer journey. If you need assistance with developing a remarketing strategy, feel free to reach out to us at business@sociomark.in or DM us on our socials!
Author : Nikhil Dhotre (Business Development)
Reviewed By : Heta Baandal , Managing Director - Sociomark
