WHETHER you’re looking to drive sales or promote your brand, remarketing is proving to be the most effective form of digital advertising in 2015.
As part of this month’s focus on conversion, we are taking a close look at remarketing, and why it is by far the best way to capture lost leads and turn them into customers.
In this article we will cover:
- The remarketing basics
- Why it’s more cost effective than other advertising
- How it grows a business’ brand
- It’s reputation among Internet users
- How to segment the audience
What Is Remarketing?
Remarketing is a way to get back in front of your visitors after they have left your website.
The stats say 96% of users who visit a website do not do what a business wants them to do. So it makes sense to try and reach out to them again.
You know these people are interested in what you have to offer because they’ve already clicked on your website, so the likelihood of them converting into customers is much higher.
Right now, Google remains the leading remarketing provider. However social platforms such as Facebook, Twitter and YouTube are hot on its heels.
The Cost Benefit
Let’s say you are launching a new business and want to get your product or service out there as quickly as possible.
There are a few marketing platforms you could try such as traditional newspapers, Yellow Pages, or radio and television adverts. But everyone knows these are going to produce little or no results for the amount of money you have to fork out. There are much better ways to get your message to your customer base:
- Social media platforms like Facebook and Instagram can quickly reach targeted audiences.
- SEO – ranking on the first page of Google provides businesses with a massive boost, but you have to work on a long-term strategy in order to build authority.
- Google Adwords is an instant advertising medium. But for some niche markets, it costs too much.
This is where remarketing comes in. It’s very quick, highly visual (due to the graphical banner ads) will work out cheaper and is a great way to track who is looking at your ads.
Most clients at ROI.com.au run campaigns at about $1.50 per thousand impressions.
Simply put, this means that for your ad to be shown 1,000 times across the net, the grand total cost is around $1.50
Expanding these figures – three million impressions would cost about $4500-$5000.
Using a more traditional channel – television advertising – three million impressions could cost upwards of $50,000 or more (depending on when the ads are broadcast).
Boost For Your Brand
Another benefit of using remarketing is that it can increase brand awareness and recognition. Users are reminded of your brand/product/service as they browse the web.
Most importantly, remarketing grows your brand with exactly the right audience – and that is people evidently interested in your products or services.
People have different opinions about remarketing.
Some people find it useful, because it provides relevant advertising no matter which websites they visit. Others believe it infringes on their privacy. However it is interesting to note that many people with negative opinions about remarketing still turn into genuine leads.
But the majority of Australian users don’t even know they are being remarketed to. Instead, they believe that seeing a website they’ve visited advertising on another website is a simple coincidence.
Choosing Your Remarketing Audiences
Having one campaign for all visitors to your website and showing them all the same generic ad won’t work as efficiently as tailoring ads for each previous visitor.
Remarketing allows you to precisely segment the following categories.
- Past/current customers
- Product/services pages visited
- Abandoned carts
Past/current customers: Depending on what you are selling, customers may purchase more than once, especially for low involvement or cheaper products. Remarketing to them based on the sales cycle of your products is a clever strategy.
Products/services pages they visited: Target your ads to visitors who visited a certain product/service page on your website. Make ads relevant to the product/service page they visited. With Google remarketing, you can also target visitors who stayed on that page for longer than average. You can also target based on people not visiting a certain page.
Abandoned carts: Did a potential customer go the cart page but not complete the checkout form? Target visitors based on where they are in the sales funnel and consider a special offer to sweeten the deal.
Remarketing Factors To Consider
Before starting a remarketing a campaign, the following considerations should be addressed:
- 100 visit minimum
- Don’t show ads on all websites
- Targeting duration
- Frequency capping
100 visits: In order for your ad to start running, your remarketing list must contain at least 100 people (100 visitors). This is an important consideration if you are targeting, for example, individual product or services pages that may not get a lot of traffic.
Don’t show ads on all websites: You don’t want your ads to be shown on content that you don’t approve of or that you wouldn’t want associated with your brand.
Within AdWords you can exclude certain site categories.
Membership duration: This is the length of time a visitor will remain on your remarketing list. The default setting is 30 days.
Frequency capping: This is the average number of times a unique user sees your ad over a given time period. Use frequency capping to help control the maximum number of times that you’d like each person to see your ad on the Display Network.
Remarketing isn’t likely to deliver large levels of traffic in the same way that your PPC ads might do.
But what it will do is help to reinforce your brand to users who have already visited your site, and it is great at influencing conversions.
Remember, something that is effective for one business may not be the most effective for another business, so don’t be afraid to keep testing and trying new ideas within your remarketing campaigns.
Want to talk about how remarketing can help your business? Talk to an ROI.com.au expert today to learn how we can help you drive qualified traffic to your website and increase conversions.