The Internet has made marketing a sophisticated pursuit. And a crucial piece of it is Remarketing.
Now, what is remarketing?
It involves techniques for reaching out to visitors who have left your company website without converting. However, getting it right is a challenge, and this is where a PPC agency London comes to the rescue.
Why is remarketing crucial?
The rationale for doing so is to keep your brand within the online vision of the visitors. A visitor is a potential convert; having chosen to visit your website indicates that they are interested in your products and services. Hence, brands need to persuade them to return.
1. Where does remarketing happen?
If you are new to this, you should begin with the channels. Remarketing takes place on Google Display Network or Bing. That is, essentially search engines.
Additionally, it can happen on social media platforms, including Facebook, and via email or videos using YouTube.
2. The segments
When making personalized ads, you should know the nature of the visitor. Learning the intent can be a bit difficult, but understanding the segments is an excellent starting point.
Non-converts
A non-convert caters to visitors who have visited several pages and browsed several of your products. So, there is an element of interest demonstrated by the visitor. But, they still have not made a purchase.
How do you get the prospect to my website again?
One way of doing this is by leveraging the Google Ads platform. A great tactic of nailing this is to segment the non-converts according to the session, and the number of pages visited.
Cross-selling
Quite a few products come with ancillary items or accessories. For instance, say a user has purchased a mobile phone from your website, the next move would be to pull back the buyer by remarketing ads for your accessories range, including screen and mobile covers.
Time decay
It is unlikely that a user will sway by the first ad that they see. Hence, the call for a further incentive to revisit your site.
Time decay ads are where ads are displayed according to duration. These can be programmed to appear in front of the visitors, say weekly or monthly.
Another tactic is to make every subsequent ad stronger and more promotional than the previous one. Maybe even talk about special offers and discounts to get the ball rolling.
3. Focus on personalization
Your visitors and potential customers are across multiple online platforms. Now that user browsing history is trackable, brands can seek them out through social media platforms. If a potential convert is not very active, then look at email marketing. But, personalized ads do not just end here! Particular products that are of interest to visitors should be kept in mind.
For instance, a creative ad could read, ‘We see that you purchased headphones from our website. We have a special price offer on this headphone stand. Click here to know more.’ Now, the said ad is a cross-selling initiative.
Another creative ad could read, ‘We see that you have displayed an interest towards our headphones. Try this model with foam earpads for maximum comfort.’ Note that this one is for the non-converts.
In addition to banner or display ads, video remarketing is another powerful avenue to consider. Along with the display ads, brands could have their ads featured on Youtube. This can be either at the beginning or in-between of the content or podcast that is under view.
Also, the remarketing ad can appear on the right side margin in the suggested videos. A brand that has leveraged video remarketing effectively is Grammarly.
4. Remarketing strategies are not cheap
You might think that since remarketing caters to creating callbacks or recall values, it is pretty straightforward. But, no.
A lot depends on the type of industry and its competitive landscape. Another aspect is keywords and phrases.
Remarketing starts with product placement, and the cost differs for every keyword. In all, brands need to look at parameters such as cost per click and conversion rates to determine the optimum price and budget.
5. Gathering data for remarketing campaigns
The two profound ways for garnering maximum awareness and conversion are:
Pixel-based remarketing
Pixel-based remarketing works through JavaScript code. It appears on the website or a post-click landing page. When a visitor comes to your site, browser cookies pop up on the visitor browser. Upon exit, the pixel notifies the source – Google or Facebook – about the visitors. This is how company ads appear on social media accounts. The advantage of using this is immediacy. Visitors can see the ads on Facebook almost instantly after having left your website.
List-based remarketing
List-based remarketing operates via email address. All brands or advertisers need to do is upload the email list on the remarketing platform. The audience then starts seeing the ads as they browse through the website. Alternatively, companies can also send personalized emails. Typical strategies entail sending emails to users who have availed of a free trial to upgrade to a paid plan or blog subscribers to download an ebook.
Summary
The Internet has made marketing a complex task, and remarketing is the easy way out. It caters to visitors who have left your company website without converting.
To begin, you need to understand where it happens. Also, businesses should know the segments to render personalized ads. There are two primary data gathering tactics, namely, pixel-based remarketing and list-based remarketing.
At the end of the day, the whole idea boils down to creating brand recall and recognition through reiterative messaging.