How to take your remarketing to the next level
If at first you don’t succeed, try, try again. This classic phrase could be the inspiration behind all types of actions in life, but it’s especially applicable for remarketing. Remarketing is focused on targeting people who have already visited your website but left before converting a desired action, such as buying something or signing up for a special offer.
The aim is to entice these visitors to come back and convert – but how? At Bang Digital, we believe all businesses should attempt a remarketing campaign to reexplore these warm leads that weren’t quite ready to convert the first time. Here are our tips and suggestions to keep in mind when you kick start your remarketing campaign and how you can take your strategy higher for even better conversions.
Without a clear and concise understanding of what your page visitors are interested in, it will be hard to determine which remarketing messages are the most effective for your business. By messaging and segmenting your efforts to the specific target audience based on their interest in products and services, your campaign will stand a better chance at success. So focus your remarketing and hone your messaging to make the customer want to come back.
To do this, you’ll need to gather as much information as possible about who is visiting your website and what they’re doing once they get there. Google Analytics (GA) is a great tool for this as it shows you where your visitors are from, which pages they’re viewing and how long they’re staying on your website. Even better, you can set parameters so that if a person visits a particular page, they’ll see a specific ad for remarketing.
Create custom lists
In order to achieve better conversions, you need to be more granular with your audience targeting so that you’re advertising to people who’re more likely to become a future customer. Using Google Analytics, some of the custom lists you can create to extend your reach to the types of customers you want to target, include:
Visitors who didn’t convert
If your website attracted visitors who didn’t convert, you can set up a remarketing list to attract those customers back to your site. Custom combination lists can help you target visitors who left your website before converting while excluding any visitors who did convert.
One of the best lists to create for this type of audience is a “didn’t bounce” list. A bounce happens when someone leaves your site before interacting with the page. This generally happens when someone clicked on a link, realises what they clicked on isn’t what they’re looking for and then immediately clicked out.
Creating a list of people who “didn’t bounce” will make it so you’re only advertising to the people who actually engaged with your site. Keep in mind that a typical bounce rate for any given campaign ranges anywhere from 50-90%, so you’ll be cutting out a lot of potentially wasted spend by using this custom list.
Visitors who abandoned their shopping baskets
Did you know 68% of people will place items in their online shopping baskets without completing the purchase? Since these customers are often very close to making a purchasing decision, it can be a valuable opportunity to contact them and help them complete their purchase.
You can create a list of customers who have visited your “Shopping Basket” page and a second list of people who completed their purchase and visited your “Order Confirmation” page. Then, you can use a custom combination list to remarket to people who have visited the “Shopping Basket” page but not the “Order Confirmation” page.
Visitors who did convert
Customers who’ve already purchased items from your website may also be interested in complementary products or services that you offer. By creating a list of “converted customers”, you’ll reach a smaller group of your website visitors, but these customers will already be familiar with and interested in your business.
As mentioned above, you can also create lists to showcase certain products and categories. There’s no point creating a remarketing campaign around something if they’re spending their time looking at something else – you need to market to what they’re interested in to achieve a re-sell. So if customers have viewed certain items then made a purchase, show them ads for another related product.
Once you’ve determined who you’re trying to target and created your custom lists, you need to tailor your ads to these potential customers. Here are some of Google’s top recommendations for when you’re creating your remarketing ads:
- Make it relevant to the audience that you’d like to reach
- Have the same look and feel as your site
- Include a compelling call-to-action
- Use all ads formats and sizes
It’s also important to make sure your imagery and messaging is aligned to your strategy. Going back to the “Shopping Basket” list example, if you’re trying to target your ad towards those who’ve abandoned their cart, you’ll want to instil a sense of urgency to get them to come back and complete their purchase.
Reaching out to them with use retargeting ads will help them remember you and (hopefully) complete the sale. Use limited time offers that expire at a specific time to get them to come back and buy now. Here are some urgent offers you can put on your retargeting ad:
- Discount – 20% off your entire purchase! Offer ends at Midnight.
- Free shipping – One day only! Free shipping on all orders
- Offer a free gift with purchase – Spend $50, get a free bag. Supplies limited, act fast!
It’s all about timing
Another way to take your remarketing campaign to the next level for better conversions is by reaching customers within a certain period of time after they completed a purchase. If you anticipate that a customer is likely to purchase from your business within a certain time period after their initial interaction, you can create a remarketing list with a specific membership duration.
For example, with Christmas just around the corner, you can create a Christmas remarketing list targeting those who completed a purchase during December the previous year. With display advertising allowing you to track customers for a 540 day timeframe after they completed a purchase, you can increase your chances of a conversion this Christmas period by targeting an audience you know are more likely to complete a follow-up purchase.
Get creative with your campaigns – don’t be afraid to be innovative and push the boundaries. To launch an exciting remarketing campaign for better conversions, contact Bang Digital today.