Re-engage users through an effective remarketing campaign

Did you know up to 90% of users who visit a site will not take any action? Additionally, evidence shows that only 2-4% of sites visited will result in transactions. The statistics seem slim, but solid marketing techniques have been identified and proven to draw in users and generate great results. One effective strategy is initiating a re-marketing campaign.

What is remarketing?

Re-marketing is a key strategy that re-engages users to return to your site. Re-marketing campaigns configure data to display ads to potential customers who visited the site or mobile app in the past. Re-marketing works because it takes from the pool of users who are familiar with the brand and are likely to take action. It’s a valuable tool that increases brand awareness and allows marketers to connect directly with a target audience. Ads are based on the visitor’s behavior on the site, which makes re-targeting a solid technique for recovering visitors and turning them into customers.

How does remarketing work?

Re-targeting campaigns can be executed by defining the audience in AdWords, placing a script across a site, or making a change to the Google Analytics code. Cookies are in effect when a user visits the site and remains in their browser. If the same user visits a site that is connected to the Display Network, an ad can be displayed on other sites the user is on. Most users will see and potentially click the ad, which then brings them back to the ad’s site to hopefully perform an action or follow through with a sale or initiative.

Remarketing Goals:

Remarketing campaigns require a lot of detailed planning, continuous optimization, and goal setting. Determining which remarketing strategy to use in order to fulfill short and long term goals, will rake in the best results. The following four types of audiences should be considered when developing your remarketing campaign:

• Users who did not take action on a page.
• Users who reached a certain page during the checkout process, but did not complete the purchase.
• Users who visited the site, but did not visit a page that you would like them to see.
• Users who have bought from you before so that they will continue to make future purchases.

Remarketing Options:

There are various types of re-marketing campaigns to choose from. The campaigns can be implemented on various platforms and networks including YouTube, Gmail, Apps, Display Network, and Re-marketing Search Listings Ads. When launching a campaign, choose a network to use, tailor the outgoing ads to your target audience, and decide which standard pages or custom pages should be re-targeted to users. The following six re-marketing approaches can help you reach your re-marketing goals:

1) Standard Remarketing

This feature allows you to show ads to past site visitors on the Display Network as the user browses other sites and apps.

2) Dynamic Remarketing

Show products or related searches users have previously viewed by presenting relevant ads on the Display Network.

3) Remarketing for Mobile Apps

Ads are tailored and shown to users when they use other mobile apps or are browsing mobile websites. 

4) Remarketing Lists for Search Ads

Instead of a banner or display ad, the user sees a text ad on the search engine displaying a targeted ad related to the user’s previous search.

5) Video Remarketing

AdWords enables you to show ads related to a user’s previous search when they are surfing videos and websites on YouTube or the Display Network.

 6) Email List Remarketing

Also known as customer match, this feature allows you to enter your email list into AdWords and tailor ads based on a user’s previous behavior on your website if they are signed into Gmail, Google, or YouTube.

Retargeting Strategies: 

• Although remarketing campaigns are proven to be a strong asset for many businesses, certain strategies should be taken into account so that the campaigns help work toward the goals set and not against them. 

• Set limits for how many ads are going out and to whom.

• Target users narrowly based on location and their demands. This increases ad relevancy and lowers the cost per click.

• Identify prime times when users are most active and schedule ads for those time frames.

• Deliver ads within a reasonable amount of time so that the user will re-consider the re-marketed product or service.

• Track high-performing ads and re-target accordingly based on previous trends.

• Exclude low-performing online and mobile ads if proven inadequate over time.

Re-marketing is a powerful and effective advertising strategy that boosts website conversions and targets users better than ever. Additionally, setting up a re-marketing campaign costs significantly less than other methods and shows tremendous returns. Continue to grow your customer base and enhance your brand and business with these re-marketing campaigns identified by Idealgrowth.