5 Advanced Ways To Maximize Conversions With Remarketing
In simple terms, remarketing is the good old art of subtly reminding someone of what you want.
Parents use it.
It is used by teachers.
It is used by married couples.
Companies cannot do without it.
Out of 100 users that land on your landing page, 90 won’t buy anything. This does not mean that they will never turn into buyers. You can bridge the gap between today’s rejection and tomorrow’s purchase with remarketing.
Moreover, conducting A/B testing allows you to test different ideas and remarketing strategies and make a decision based on verified data, not guesswork.
What Is Remarketing In Digital Marketing?
You’ve probably clicked on an online ad (say, for a camera or a laptop) at least once, but didn’t make a purchase.
Remarketing is the repeated use of prompts that entice a customer to do something they have shown interest in.
The visitor could find the same ad appearing from time to time on various websites, including social networks such as YouTube or Facebook.
What we just described is called retargeting (using cookies to find a customer on the internet).
Remarketing uses both email and cookies. Both of these tools pursue the same goal but achieve it in slightly different ways.
However, these terms are interchangeable and imply that the buyer will receive offers to make a purchase again and again.
The importance of remarketing in digital marketing lies in the fact that someone has already shown interest in the product. Such visitors are much easier to convert into buyers than completely random people.
That reason was enough to convince 56% of businesses to rely on remarketing to acquire customers.
TOP 5 REMARKETING STRATEGIES TO USE IN 2022
1. User segmentation
Analyzing your marketing campaign will reveal three types of visitors who respond to the initial ad:
- Bounce: A visitor lands on a landing page and leaves immediately. The time investment is minimal—often less than 20 seconds—and the person does not open other pages.
- Browsing: These users stay on your site for several minutes and visit different pages. Often they are looking at the product range they saw in the ad: a different model or something else that the search algorithm on your site suggests to them. They are studying the offer and may become buyers in the future.
- Abandoned Cart: These users start the shopping process and add an item to their cart, but leave the site halfway through checkout. They may get distracted or change their mind at the last moment.
A remarketing strategy created by Google AdWords experts must be carefully differentiated for these groups.
Visitors from the first group are the least interesting. They are of little or no value and may have landed on your page by mistake.
Visitors from the second group are more interesting. Perhaps they found lower prices elsewhere, or they need a slightly different product. The best approach is to inform them about the wider range.
The people in the latter group are vital. They liked the product and the price.
They are fairly easy to convert into buyers. Persuade them strongly to make a purchase. Maybe a discount is all it takes. With an average cart abandonment rate of 70%, you need to resort to remarketing to increase sales.
2. Email Remarketing
Using email to increase your reach is an essential part of the remarketing process.
If a regular client whose e-mail is in the database has left the site, he can be contacted by e-mail. For these purposes, applications like MailChimp are indispensable. They offer built-in tools that allow you to monitor such actions and automatically respond to them.
What can be done with emails that are so unique? You have at least a hundred words (and often more) at your disposal to convince a customer to visit you and make a purchase.
Email is also the ideal way to make a personalized offer. Someone who has bought from you multiple times in the past may be given a solid discount to encourage them to spend more. Since they already know about your quality of service, they are more likely to agree if the deal seems like a good deal.
3. Pixelated remarketing
Cookies have long been the accepted way to track website visitors. They consist of a line of code embedded in the browser that tells the server what the user is doing, along with session and device information.
A pixel is a special type of cookie. This is a tiny image. They are most actively used in Google AdWords and Facebook.
Both Google and Facebook have a good understanding of the user profile (gender, location, preferred content type, browsing habits, purchase history) and cookies, which is an unbeatable combination for highly effective remarketing campaigns.
One of the biggest benefits of pixel remarketing is that this strategy uses behavior-based algorithms that learn from past actions. The service already knows if the user responds to remarketing or ignores it.
4. Google Display Network
The Google Display Network (GDN) is a group of over 2 million sites where Google displays ads. These ads are banner ads as well as short video clips much like the ones that interrupt playback on YouTube.
Display Network ads are compelling and can make a good impression. The most important factor in online advertising is the space to convey the message. Banners are ideal from this point of view.
To enable GDN, add the Google remarketing code to your website’s product pages and enable AdWords to display banners.
Using well-placed tags linked to the Google Display Network is a surefire way to generate conversions.
5. Mobile targeting
Separately, do your best to attract mobile users.
They make up the majority of search queries on the Internet. In addition, younger consumers are using smartphones and are more easily persuaded to make a purchase.
If you have a mobile app, then dealing with abandoned carts and other problems will be much easier with push notifications. You can also unobtrusively communicate exclusive discounts.
Make in-app purchases more rewarding than website purchases (Amazon regularly does this) and remarketing success will hit a new high.
TRUST REMARKETING TO PROFESSIONALS
The secret to the success of all of the above strategies is the successful management of Google AdWords and Facebook Business Manager.
Google manages your preferences through Audience Manager. Google Ads offers sophisticated filters that allow you to make detailed choices.
For example, page visitors can be divided into the following categories:
- visitors who also visited other pages;
- visitors who have not visited other pages;
- visitors who visited the site on certain dates;
- visitors who visited pages with certain tags.
Similar changes can be made to the “Data retention period” parameter (how many days user information will be stored in the segment) and platform (include/exclude YouTube or GDN). Every aspect of remarketing can be tailored to a specific business segment, size, and budget.
Facebook Business Manager offers similar functionality.
In addition, Facebook allows you to target a specific age and gender (unlike Facebook, Google does not have access to age and gender).
A standard remarketing strategy without insight will not work at all.
With this in mind, we recommend that you contact the specialists of our #1 Digital Marketing Institute in Varanasi “Digital Growth World“ and entrust remarketing to professionals.
Let a professional team manage to remarket and increase conversions while you expand your product line and improve after-sales service is the best way to increase profits.