What is Remarketing? (+6 Tips for Becoming a Remarketing Master)
Lead conversions are one of the most important parts of your business, but what happens if you’re driving valuable leads that aren’t converting?
If you’re frustrated with leads that don’t turn into paying customers, we have just the strategy for you. Remarketing is an excellent strategy to help turn site visitors into paying customers.
On this page, we’ll answer the question “what is remarketing” and provide you with six tips for creating successful remarketing campaigns. To learn more about remarketing, call us today at 888-601-5359 to speak with a strategist about our remarketing plans.
What is remarketing?
Remarketing is the process of targeting customers that already visited your site or showed interest in your products. These visitors browse your website but don’t follow through with converting.
Remarketing is a digital marketing strategy that provides you with the opportunity to bring these leads back to your website and turn them into conversions.
With remarketing, you can retarget your ads for different types of conversions. Converting doesn’t always mean sales. For example, you can remarket to people for other convertible actions, like subscribing to an email list or filling out a form for an event.
Remarketing helps you get your audience’s interest back no matter where they are in the conversion funnel. You can create personalized pay-per-click (PPC) ad campaigns or emails that get your audience to come back to your page and consider converting.
How does remarketing work?
You’re probably wondering how remarketing works. It’s a simple but effective process for running remarketed ads.
When you use remarketing, you show remarketed content based on how leads behave on your site (also known as behavioral retargeting). You promote items your audience is interested in, which increases brand awareness, relevance and likelihood that they will interact with your content.
Remarketing is a valuable tool in your arsenal because it gets people to convert that may not convert the first time around. It draws people back to your business and gets them to choose your business over the competition.
Types of remarketing
There are different types of remarketing you can use to get customers back to your business. Let’s take a look at the three most popular options for remarketing to leads.
1. Remarketed display ads
These ads are the most common format used to remarket to leads. Remarketed ads display a visual of the product previously viewed.
There are two platforms for using remarketed display ads:
1. The first platform is Google Display Network. When you create remarketed ads, these ads appear on sites within Google’s network. Users will see these ads as they visit different sites on the web.
2. You also have the option to run remarketed ads on social media. Platforms like Facebook and Twitter allow you to create retargeted ads and show them to relevant users in their newsfeeds.
Social media remarketing ads operate with a tracking pixel. You place the tracking pixel on different pages of your site. When users visit that page and leave, the pixel gathers their information so you can remarket to them with an ad.
Remarketed ads are a great way for you to strategically showcase your products to interested leads again. These ads help you draw people back in and get them to buy your products.
2. Email remarketing
Email remarketing is another popular way to market to leads. Have you ever added a product to your cart and left the page only to get an email about it later? If so, you’ve experienced email remarketing.
With email remarketing, you send emails to people who engaged with your site. These remarketing campaigns are targeted towards people who filled out a form partially but didn’t complete it, or for people who abandoned their carts.
3. Video remarketing
Another option for remarketing is video remarketing. With video remarketing, you show video ads on YouTube or other Google sites. You can use these ads to provide a more visual way to draw customers back to your site.
Like text-based remarketing, video remarketing goes so far as to monitor how a user interacts with videos. Factors such as types of videos viewed, channel subscriptions, and likes and dislikes are all considered.
Video ads are a great way to engage your audience and get them interested in your products or services. People are drawn to videos, so you can use this option as an opportunity to share a lot of information in a short period of time.
6 tips for becoming a remarketing master
If you’re ready to start remarketing for your business, let’s take a look at six tips for creating effective remarketing ads that will turn you into an expert!
1. Identify high-value pages
The first step to becoming a successful remarketing master is to identify high-value pages. This strategy is one of the best for creating successful ads.
High-value pages are places your audience visits most often on your website. These are also pages where your audience is most likely to convert. It’s essential to identify these high-value pages so you can target people that visit them.
With Google Analytics, you can look at different pages on your site to see which ones drive the most traffic and conversions. Your analytics will provide you with insight on each individual page, so you can compare all of them to see which ones perform best in earning conversions.
When you identify these pages, you’ll want to put your remarketing code on them. Whether it’s the Facebook pixel or Google’s pixel, you’ll place it in the coding of those pages so you can remarket to leads later.
If you want to be successful with remarketing, you must choose highly convertible pages for your pixel. It ensures that you’re remarketing to people who show the most interest in your products.
2. Segment your remarketed lists
When you have a list of potential remarketing leads, you’ll want to segment them to provide a better experience. You can create different segmented lists to help you create a more personalized experience.
With segmenting, you group different members of your audience together based on their interests, buying habits, and more. Segmenting allows you to create groups of people that share similar interests so you can market to these people in a way that’s most interesting to them.
Segmenting your remarketed leads will help you create ads that will better appeal to your audience. You can personalize each group’s ad experience to make them more likely to come back and check out your product again.
For an even greater personalized experience, you should consider dynamic remarketing. Dynamic remarketing allows you to show your previous site visitors ads for the products and services they viewed on your site.
3. Make an irresistible offer
One of the best remarketing strategies for your business is making an offer to your audience.
Many people want to buy your product but need more time to consider it or want to ensure it’s the right choice for them. To sweeten the deal and get them to convert, you can make them an irresistible offer.
Many companies offer coupons or exclusive deals to drive leads back to their business. If you offer 20% off a purchase or offer an exclusive free trial for software, you’ll entice more people to take advantage of your offer.
Special offers are a great way to get leads to convert. Whether it’s to buy your product or sign-up for something, you can use these special offers to convince people to pull the trigger.
4. Determine the right amount of time to show your ad
Timing is everything with remarketing ads. You don’t want to show your ad too often, but you also don’t want your ad to appear too little. In order to be successful, you’ll need to find the right balance of how often to show your ad.
To figure out the right timing, you need to understand your audience and how they perceive ads. You also must consider your buying cycle and how ads influence it.
For example, someone with a longer buying cycle will be more open to seeing ads often. It takes longer for them to convert, so a consistent product and brand reminder will keep your business fresh in their minds.
5. Test your ads
The first ad copy you create won’t always be your best-remarketed ad. It’s essential to test your ads so you can put out the best version of your advertisement.
When you conduct A/B testing, you’ll test different elements of your ad. You’ll want to test individual elements at a time to ensure your results don’t get muddled. If you test too many features at once, you won’t know which ones improve your ad’s performance.
Testing your ad will help you create the best-remarketed ad for your company. You’ll create ads that garner more engagement and interest, which leads to more conversions.
6. Stop showing ads after leads convert
Many companies make the mistake of showing ads to leads after they’ve already converted. Not only does it waste money for your business, but it can annoy your audience. Most users don’t want to see ads for products they’ve already purchased.
To provide your audience with a positive perception of your business, stop running ads for leads that convert.
Alternatively, you can run ads for leads that converted that focus on complimentary products. This tactic is a great way to keep these leads engaged with your business and earn some more conversions.
Start using remarketing for your business today
Remarketing is an excellent online advertising strategy for earning conversions for your business. When you invest in this strategy, you’ll bring more leads back to your business.
If you need help getting started with your remarketing strategy, WebFX can help. We have a team of over 200 experts that will bring their knowledge and expertise to your remarketing campaign. With over a decade of experience, we know how to create remarketed ads that drive more conversions for your business.