Visitors who put products in their carts but leave them there…
Shoppers who add your item in their Favourites list…
Customers who keep on viewing your offering every day for an entire week, but nothing else…
You know you have all have these types of website visitors. But what are you gonna do with them? Sitting and keeping your fingers crossed that they come back without any prompting is not going to cut it, you know you need to up your game.
Today marketing is not just about building awareness and creating intent, a true marketer knows you need to have a user journey mapped out (from first impression all the way through to multiple repeat purchases) with ways to entice a user to get to the end goal – a(nother) sale.
But how do you remind users who have checked your website to visit you again and complete their goal (READ: sales)? Through a remarketing campaign, of course. You know those ads that follow you around the internet, and even more so the ads that suddenly be there when you need them to be – we’re talking that type of campaign.
The process of making a website visitor complete a purchase is a tricky one. So today, we thought we’d shed light on something many people know, but not everyone understands with a view to helping you convert more website visitors into actual paying customers.
Getting started with remarketing campaigns
Search engine giant Google defines remarketing campaigns as activities aimed “…to show ads to people who have visited your website or used your app.”
These ads show up in various places online:
- when your past visitors are watching YouTube videos;
- when they are browsing through a variety of websites; or
- when they are reading their favourite online news magazine, among others.
Remarketing ads basically serve as a reminder — to prompt your previous visitors to come back to your website and finish a goal; whether you’ve set it as subscription, signup, purchase, pr anything else which adds value to the visitor.
If it’s your first time to set up a campaign of this type, Google will ask you to create a remarketing tag and lists. You can easily do this by choosing specific conditions from the “Visited pages” drop-down in your Google ads setup. Simply explore and add values that are applicable to your campaign and you’re pretty good to go (refinement will go a long way to improving this, but for all intent and purposes, you’re set).
One important note you need to remember is to make sure that your remarketing tag (a script or code that can capture data about the pages visited by viewers) isn’t associated with any sensitive or personally identifiable information (PII). Running afoul of Google’s personal advertising policies is not a good idea, nor is it a nice thing to do to your potential and actual customers. Your remarketing lists could get disabled and you won’t be able to use these anymore in your ad campaigns. Accounts can also get suspended if you’re found to have made several violations, and any new accounts you create could automatically get suspended, as well.
Strategies for the best remarketing campaigns
Now that you’re all set up, what are the most effective strategies for enticing customers to finally hit that Buy/subscribe/CTA button? There are several options (of course), but the following is a short cheat-sheet of shorts which you can cherry pick from and use as a general rule-of-thumb:
Keep things simple
You know that acronym – KISS, well it applies here too. We know you are thinking you should dazzle and wow your targets so much that they’ll have no choice but to type in their credit card information in a hypnotised trance, but the truth is, sometimes simple is best?
There’s a reason why the basics are the basics, and that’s because they work. The Google Display Network, for example, manages to reach approximately 90 percent of folks online. That’s not bad at all for a “basic” strategy which works to put ads in front of people. It gets even more impressive when you consider that remarketing on the Display Network typically has a Cost Per Acquisition (CPA) that’s equal to only 2 percent of the CPA on Google AdWords.
For a basic remarketing ad, you can opt to only target website visitors from a set period, like the past 30 days or so who did not get to a target page (like the Confirmation page). This makes sure that their interest in a product is fairly recent, so they’re still likely inclined to make a purchase.
Get their emotions involved
At the core of marketing any product, the most important question that you need to ask is this: How will this make a customer’s life better?
Let us consider smartphones, for instance. Any model that allows a user to connect to the web and use applications is, in essence, a smart device. But why do some phones sell more than others? And why do people who still have perfectly fine gadgets decide to toss them and buy the latest model every time one gets released?
It comes down to customer perception of certain brands, which is inherently emotional in nature. Customers may check spec sheets as much as they want but at the end of the day, they pick a model based on their preferences or gut feel. That’s why there are Apple “Fanboys” for example.
Using emotional triggers in your ads will not only grab attention but also encourage engagement. This can help draw back previous visitors to your website. Maybe you can appeal to people’s fear of missing out on a good deal, or maybe you can appeal to their greatest desires or need to fit in. If you get their emotions involved, they’re more likely to buy your product.
Use funnel-based ads.
Once you’ve got your remarketing list, you can sort them into different funnel stages. These stages correlate to the buyer’s journey and where each potential customer is currently at, which is crucial if you wish to present the right offer to someone at the right time.
If someone is still at the awareness stage, for example, then they’ve only just started researching to better understand their pain point. This type of audience would not appreciate it if you immediately start pushing your product at them when they themselves barely know what they’re looking for.
Whether you’re using Google or Facebook, you can segment your remarketing list and switch your offers by each funnel stage so you can get the best results. To do this, you need to target the specific pages on your website that can point to where a user is on the buyer’s journey. If someone has already ended up on the pricing page, for instance, then they’re a better remarketing target compared to someone who has visited your site, but not made it to a product page. Make sure you target the right users with the right ad content and then, the right page.
Target custom audiences.
Finally, remarketing can be its most effective when you narrow your focus on the customer profiles that can afford your product. General remarketing ads that try to appeal to a broad audience can be successful, yes, but at most you would only be converting 2 to 4 percent of website visitors. Yes, that’s not bad considering the low cost involved, but why settle when you can aim for a higher figure.
Identifying your typical customer profile can help you cut through the masses of average visitors and serve highly targeted ads. You can refine your audience list by demographics including gender, age, income level, location, etc. to correspond to your customer profile. This helps you to accomplish more in less time because you’re directly placing your product in front of the people who are most likely to buy it.
Time to plan your next retargeting campaign!
Remarketing campaigns can lead to a higher return on your investment. They give you the opportunity to convert customers who might otherwise never visit your website again. Remarketing also helps you build up your brand profile at a cost that’s considerably lower than what you would spend on other advertising channels.
We’ve compiled these simple introductory strategies to help get started on your own campaign and take the first step on the path to greater success. However, if you have questions, or unsure or need some help, speak to one of our team for more information or insight on just how we can help you and how affordable our marketing services are.