REMARKETING: LOVE IT OR HATE IT YOU NEED TO EMBRACE IT

by Steve

people-network-global-Remarketing is here and it isn’t going way.  It can be an extremely powerful tool for the savvy business owner, particular those who have a high number of visitors to their website.  In other words, the more visitors you get to your website, the better results you will get from your remarketing strategy (particularly when combined with more established tools such as a Google adword campaign).

Even if you don’t have high levels of visitors to your site, remarketing is still a valuable marketing tool; you simply need to change your tactics and focus on reaching prospects repeatedly with your ads rather than a direct response campaign.

Approaches to Remarketing

There are several different ways of approaching remarketing including Google, Facebook as well as bespoke software designed specifically for this purpose.  When it comes to remarketing through Google there are three different options:

  • Dynamic Display Remarketing
  • Remarketing Lists for Search (RLSA)
  • Display Remarketing

The most widely utilised of these three options is the RLSA tool which allows the targeting of people who have previously visited your website whilst browsing the internet.

Best practice when it comes to RLSA is to select between 10 to 20 of your highest performing ad groups and use these in your remarketing campaign.  So like with Google Adwords, you will need to set up your remarketing audience.

There are a number of ways to maximise a remarketing campaign:

Targeting generic key words

With normal search campaigns, you can only analyse searches by checking which keywords are being used.  For remarketing, you need to use very specific keywords to get a good return on your investment.

Also, with RLSA campaigns, you can use more general keywords.  For example, in a Google Adwords campaign a business selling towels would probably have targeted keywords such as  ‘large cotton bath towels’  because that’s a product that the shop sells.   With remarketing, you can use words such as bath towels, buy towels, cheap towels etc…  As the person searching using these keywords will have already visited your business website and shown an interest in the products, which means that these generic key words become relevant and effective in a remarketing campaign.

With this in mind, it’s worth noting that potential customers don’t always follow a set pattern when searching the web.  Sometimes people will begin with a very general search; drill this down to a more specific one; and then go back to a general one again.

For example, someone may use the search term ‘best bath towel for kids’, followed by ‘bath towels with hoods’, then ‘cheapest towels’, back to ‘cotton bath towels with hoods’ and finally ‘Disney hooded bath towel’ – at which point you are most likely to get a sale.

Adword Campaigns

The person searching may actually purchase your products at any time during this search process so ensuring that your brand is visible throughout this search pattern is vital if you are looking for a sale through an adword campaign.   However, anyone used to running an adwords campaign would recognise that using a generic keyword such as ‘cheapest towels’ would be too broad plus if the business sold ‘high end’ products they wouldn’t want to use these key words.

However, now that you understand what the customer is actually looking for, then you can use keywords in your remarketing campaign that you would not have used before.

Bidding higher than your regular Adword campaign

The fact that a potential customer has visited your webiste and has stayed on the site to search for more products shows that they are interested in what you have to offer.  Sadly, this does not guarantee a sale.  Most people are searching to get the best deal from the most reputable brand, so if they see your remarketing ad continuously in further searches, then you have a better chance of them buying from you than from a competitor.

Alternatively, a potential customer may not have found exactly what they were looking for during their first visit to your site.  So even if someone has been on your website before, if they couldn’t find what they were looking for straight away then the likelihood is that they will search elsewhere. By implementing a properly optimised remarketing campaign you will be able to redirect the customer back to your site for the purchase they were actually looking for.

So in many instances, you could be in a position to bid higher for your remarketing campaign than for straightforward Adword campaigns.

Special offer s for repeat customers

When it comes to remarketing, it’s best to try out new advertising campaigns on a regular basis, including strong calls to action.  For example, you can pick a single benefit or USP and use this as the focus of your remarketing ad campaign.  By changing and testing in this way, you will be in a position to see which ads give the best conversion rates.

Split up your remarketing for different  target groups

Separateing your remarketing into different target groups is one of the most best way to improve the ad  performance.  You should never  treat all customers the same and you should set clear layersto determine the best way to remarket to each segment.

For example, if you are operating an online shop, you could try the following segments:

  • All Visits (excluding the segments below)
  • Category Visits
  • Product Visits
  • Abandoned Shopping Carts
  • Converted

With these 5 segments, you should be able to see a clear difference in  conversion rates starting with high conversion rates for ‘Abandoned Shopping Carts’ to low conversion rates for ‘All Visits’.

Change your  message For non-converting users

If your remarketing ads aren’t converting, don’t be afraid to change them on a regular basis.  Also, if your typical customer buys on either day 2 or day 9 of visiting your site, instead of running the same ad after day 9, you should change your ads to focus on new incentives.

In other words, if your call to action hasn’t convinced your customer by day 9, then the chances are it won’t convince them on day 19 either.  By changing the USP or advertising a specific offer you are more likely to get better results.

Remarket to your converted customers

Though it its best practice to exclude converted customers from your remarketing in the short term, in the longer term this should not be the case.  If you are selling fashion or other products that are not seasonal, you need to give careful consideration as to when you start to retarget existing customers.   It’s far easier to remarket to people when you have seasonal products or those with a specific expiry date.

An example of retargeting can include offers such as:

Does your handbag show wear and tear after 12 months?  Retarget 20% off for repeat customers after 12 months.

Summary

Remarketing efforts depend 100% on your other advertising. If currently you don’t have any traffic on your site, you will have no customers to remarket to.

Remember that you need relevant traffic in the first place for your remarketing efforts to work. Only by retargeting relevant visitors will your remarketing efforts be profitable.

Call Swansea Creatives  on 01792 324321 for further information on remarketing.

Remarketing for local businesses

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