Optimize Your Remarketing Strategy To Stay Top Of Mind For Customers

There is a moment in the marketing process where a company has the opportunity to reach out and say, “hello again!” to a potentially lost customer. That moment is where retargeting comes into play. For a variety of reasons, people leave websites, and if you’re lucky enough, they’ll venture back to where they began. Various research shows that about 95% of individuals leave a website before converting. If you knew you could increase the potential for return customers, wouldn’t you?

Remarketing allows you to connect with those who may have fully intended to convert but were distracted. Additionally, remarketing strategies help keep your brand or product front of mind for those who may have had no intention of converting at the time but will in the future.

What Is Remarketing And How Does It Work?

Have you ever noticed after you visit your favorite website, you see their ads placed on other websites? Some ads may even show you the exact item you viewed. Trust us when we say that is no accident! Once you visit a site that practices remarketing, they’ll drop a browser cookie. From there, you’ll be given personally crafted advertisements pushing you to make your final conversion on said site.

To show you an example, we visited a website that already does a fantastic job of this, Madewell. Within minutes of viewing their “New Arrivals” section, we were presented with ads like the one below, luring us back to purchase.

It’s moments like this that significantly increase our chances of purchasing. Who knows, maybe we were just distracted while browsing on our lunch break when we meant to make a purchase. Seeing this ad later after our failed purchase moves us from the lost category to found. Whether you’re B2B or B2C, remarketing done right is extremely beneficial for your brand.

Remarketing Vs. Retargeting: What’s The Difference?

Remarketing and retargeting are generally used interchangeably and have distinct differences in strategy and who you can reach. Retargeting often refers to search or display ads that target users who, in the past, have interacted with your site in specific ways. When a visitor enters your website, interacting with products or buttons, a cookie is set in their browser. You can use this information to retarget them with ads based on their interactions after they leave your site.

Remarketing generally refers to re-engaging existing customers through platforms like email or paid ads. This tactic involves strategies like emailing customers to renew a service or upsell a new product, and it can also increase brand recognition by reminding a user to act again based on their past purchase history or interactions on your site.

Both retargeting and remarketing can benefit your overall digital marketing strategy and increase conversions.

Benefits Of Retargeting And Remarketing

If you’re hesitant to put money toward remarketing, here are four reasons why you should start today:

• Increase Brand Awareness: If someone stumbled upon your website for the first time without prior knowledge of your brand, remarketing increases your brand familiarity.
• More Repeat Visitors: Once you’re fresh on a customer's mind, they’re more likely to click your advertisements as well as search on their own for your brand or product down the road.
• Increase of Conversions: Have you ever heard of The Rule of Seven? This theory states that a customer needs to see your advertisement at least seven times before they make a conversion or purchase. With remarketing, you have the ability to present your brand multiple times to increase your potential for conversions.
• Keep Brand Top of Mind: While some consumers are quick to purchase, others can be much more indecisive and thorough in their search process. Retargeting allows you to stay in front of them long after they’ve ventured off your site.

How To Set Up A Remarketing Campaign

You can set up a remarketing campaign on a variety of platforms, such as Google Ads, Facebook, Instagram, LinkedIn and more. While the goals and audiences of these platforms may vary, the steps to set up your remarketing campaigns are similar. Follow these general steps to get you started, and if you get stuck, our digital marketing experts are here to help set up any of your remarketing campaigns.

1. Develop your remarketing strategy that aligns with your campaign goals
2. Place necessary remarketing pixels on your chosen social media platforms or Google Ads
3. Build your remarketing audience based on site visitors or other audience attributes you choose
4. Create a remarketing campaign within your chosen social media platforms or in Google Ads
5. Build your ad copy and creative assets to draw in your intended audience

Remarketing Best Practices

Remarketing best practices involve strategically targeting previous website visitors with personalized ads to re-engage them and drive conversions. Effective remarketing includes segmenting audiences based on their behavior and engagement levels, ensuring ads are relevant to their interests and needs. Below are three of our remarketing best practices to help run a successful campaign:

• Don’t Inundate Your Consumer: While the point of retargeting to your customers is to keep your brand top of mind, you don’t want to be a nuisance. If your ads are continually flooding customers’ news feeds, you’ve moved from top of mind to the back burner.
• Know Your Target Audience: Understanding the individual that will most likely convert for you is important when setting up remarketing campaigns. If you’re looking for someone to make that final purchase and they’ve only visited your homepage, you may want to find an individual who has clicked on several product pages, or even added something to their cart. These types of users are much more likely to convert than someone who's only checking out your website for the first time.

It’s also important to exclude individuals after they’ve made their final conversion. There’s no reason to show the same product to someone who’s already made their purchase.

• Use Incentives: For those that need a bit more of an incentive, a small discount or promotion is what will take someone from browsing to buying. No need for huge discounts at this point in the game. They’re already interested in making a purchase and may need a little incentive to complete their conversion.

Need Help Building The Perfect Remarketing Campaign? The Experts At Blue Compass Can Help!

If you’re looking to start running remarketing campaigns for your business but aren’t sure how to get started on your own, reach out to our digital marketing experts! We can help strategize, build and monitor your remarketing campaigns to ensure they’re targeting the right audience for your business goals.