Not every person who visits your website will become a customer. Remarketing is an effective way of increasing conversions since you’re targeting people who’ve already expressed interest in your brand. This strategy makes it easier to convince them to spend more time and money on your products and services. A successful remarketing campaign involves the following steps:
1. Have A Plan
Planning is essential to the success of any project. Start by defining the aim and objectives of your remarketing campaign. These depend on the type of website and business you run.
If you market physical products, you might be more interested in making sales. For digital products, your goal could be to enroll as many people to your email list as possible. You can then target them via email drip campaigns that have a proven success rate.
Your target includes dormant customers as well as new leads, so your remarketing campaign should have distinct goals for each group. That means creating various ads for maximum effect.
2. Pick an Advertising Platform
Social media sites and search engines are two of the most effective platforms for remarketing campaigns. You can display ads to people on social media who’ve already visited your website. This strategy increases engagement through shares, comments, likes, and other forms of reaction.
The main advantage of search engines is that they follow your target audience across the internet. Even when they’re on other websites, they’ll still see your ads. The more they see your advertisement, the more familiar it becomes. Remarketing ultimately increases the likelihood of engagement.
3. Understand Your Audience
All advertising platforms allow you to segment your target audience using various demographics. If you run a physical store, you can advertise to people who live within a certain radius. You can also target people who’ve checked into stores that are similar to yours.
You’ll have more retargeting options if you’re unrestricted by location. Social media platforms such as Facebook allow you to build pixels depending on your desired audience’s interests. You can also deploy ads based on what actions they took when they first visited your website.
These actions include the number of pages they viewed and whether they showed interest in a particular product. If a potential customer abandons a cart before checking out, you can prompt them to complete the purchase.
4. Create Persuasive Ads
Your ad copy plays a huge role in convincing your target audience to re-engage with your brand. Most ad platforms provide diverse options to make this process easier. They include text, video, and image displays.
Google allows you to show these ads across its display network, including YouTube and Android apps. Most advertisers also have split testing features to compare the effectiveness of different remarketing ads. That way, you can scale up the ones with higher conversion rates.
5. Deploy Ads and Review Analytics Data
Most advertising platforms have intuitive dashboards through which you can deploy your remarketing ads in a few clicks. They also provide useful recommendations on the most effective ad types for your particular campaign.
Once they’re up and running, you’ll have access to detailed analytics on their performance. You can track both online and offline conversions via various web properties, including websites, phone calls, and apps.
Detailed analytics show you how well your retargeting strategy is working. You can stop running ads where the conversion rate is dismal, and run more where it’s higher.
An effective remarketing campaign will deliver a higher ROI than other marketing strategies. People who’ve already shown some interest in your brand are more likely to convert if prompted.
Results include more sales, a longer email list, higher traffic, better SERP ranking, and increased overall earnings. This strategy can also be tweaked for future campaigns, thereby guaranteeing long term success.