Why should you use remarketing?
Although it may seem surprising, 96% of people who visit your website never return to your website again. Remarketing allows you to reach potential customers with ads they will find interesting on other websites they visit. This helps increase the number of clicks on your ads and helps you convert more visitors into customers.
Take a look at the conversion rate of people who visit your website for the first time versus the conversion rate of people who have already been to your site. The former will be much, much lower than the latter. This is the ultimate challenge of e-commerce: converting visitors who are unfamiliar with your brand and product into loyal customers and brand ambassadors.
So how do you close this conversion gap and get people to buy on their first visit? Imagine what can happen if you double the number of first-time buyers into your store. The result would be a 50% increase in total sales. That’s exactly what you get when people return to your store after seeing your brand in their Facebook feed, Google search results or via an ad in a mobile app.
Remarketing is one of the most powerful ways of boosting your online sales. It allows you to be more targeted with your marketing and advertising efforts, resulting in much higher conversions and ROI.
Types of remarketing
Static vs Dynamic remarketing
Static and dynamic remarketing are the two most popular types of remarketing on Google Display Ads.Static remarketing is when you show ads to people who have previously visited your website or interacted with your brand on social media. Static remarketing involves creating a set group of ads to be served depending on which pages of your site someone visited. Using a static remarketing campaign is a good strategy for when you want to target a certain type of audience, but not a specific individual.
Dynamic remarketing is when you show ads to people based on their browsing history and other information, they have shared with you, like what they have purchased in the past, what they have viewed, etc. Dynamic remarketing requires machine learning to analyse shopper behaviour, tailor the ad based on individual preferences, and create custom ads for each shopper.
Search remarketing
Search remarketing is a form of online advertising that allows you to promote your website on the search engine results pages (SERPs) by using the information you have about visitors to your website. You can target visitors who have reached specific pages on your site or those who performed certain actions, such as filling out a contact form or downloading a white paper. In Google Ads, this feature is known as remarketing lists for search ads (RLSA).
Search remarketing helps you increase web traffic to your site because people are more likely to perform the action you want them to do when they see ads for that action again in the SERPs.
Video remarketing
Video remarketing is the use of video ads to advertise to people who have already shown interest in a product or service. Video remarketing campaigns are now becoming popular among digital marketers because they offer a cost-effective option for driving conversions. There are many ways through which video ads can be delivered to potential customers, including through Facebook, YouTube, and Google Ads. For example, if a customer watches a video about the products offered by a company on Facebook or YouTube, an ad for that same company's products can show up as they browse unrelated websites on other sites.
The engagement rate is higher with video content than with text or banner ads. It also provides an opportunity to show different aspects of the product or service and demonstrate its benefits rather than just telling people what it offers like copywriting would.
Email remarketing
Email remarketing is a way to re-engage with previous customers. It involves sending targeted emails based on the customer’s purchase history and interests. This can be done with occasional newsletters, special discounts, email after a cart abandonment or re-engagement with previous purchasers. The design and content of your emails should be tailored to the audience. You need to stay on top of email marketing trends and constantly refine the design, copy, and subject lines in order to make them more relevant so you can deliver what’s in demand by your subscribers. What email remarketing does not involve is paid advertising and monitoring a customer’s browsing patterns online.
Social media remarketingSocial media remarketing ads are mainly used for targeting. They can help brands keep a dialogue with their clients, drive traffic to their website but also engage in brand advertising. For years, Facebook has been playing a crucial role in the lives of internet users. Recently it has become one of the best ways to reach potential customers and generate more business.
Social media platforms like Facebook allow advertisers to put ads on users’ feeds without requiring them to visit a brand's website first. These days, it is much easier to set up an account with a social media platform provider so that you have your own ad spaces whilst targeting.
Cross-channel remarketing is a way for advertisers to target their customers across multiple platforms. For instance, when people search for products on Google and look at related ads, they are sent messages on Facebook about the same product they looked at. This can help an advertiser to get higher conversion rates and higher ROI.
The model of cross-channel remarketing has been around for a long time. Although Google was the first to come up with it, there are several other companies that currently use this technology. The idea behind it is simple – you show your customer ads on other channels if he or she has already seen ads on another one. This gives the customer a feeling that the advertiser knows them closely enough to track their online activity and adjust the message accordingly. This makes the customer more comfortable with the brand and increases the chances of conversion.
Interested in setting up your remarketing campaign but don’t know how to get started? Reach out to us today and we will help you establish the best digital marketing strategy, including remarketing campaigns.
