For any business that wants to increase its visibility, improve conversion with conversion rate optimization and acquire new leads, one of the most effective online marketing strategies is remarketing. Remarketing is the process of targeting potential customers who have already visited your website, but who may not have taken any further action.
Understanding remarketing
Remarketing works by placing your website’s cookie, or tracking code, in a user’s web browser. When the user revisits websites in the same display network, your ad or message will be automatically delivered to them. This allows you to tailor your ads to users based on their past behavior, increasing the chances that they will interact with your business.
What is remarketing ?
Remarketing is an online marketing tactic that targets people who have already interacted with your website. It gives you a second chance to interact with visitors and convert them into leads or customers. It works by placing cookies in a user’s browser so that when they visit other websites, they will see your ads.
Remarketing by paid search
Remarketing with paid search helps you show your ads to users more frequently, and lets you tailor them to specific users based on their past behavior. You can also target users according to demographic information like age, gender, and location. AdWords, Gooogle's search-advertising platform, and other leading paid search platforms offer remarketing tools.
Remarketing by paid social
Remarketing with paid social takes remarketing one step further. By leveraging the data gathered by social networks, you can create highly targeted ads that are tailored to an individual's interests and preferences, both from their own data and from the data of others in their network. This allows you to replicate, segment, and personalize your ads for maximum effect.
Advantages of remarketing
Using remarketing, you can connect with potential customers more effectively, resulting in more conversions and more revenue.
Remarketing saves you time and money
Since you are targeting people who have already interacted with your website, you’ll be able to use more efficient targeting options, saving you on useless clicks. Moreover, existing leads can be retargeted more frequently, thus increasing the chances of them converting.
Remarketing helps you reach your target audience
Companies can use target audiences to have a local or global impact. You can accurately target users based on their past behavior, allowing you to tailor ads towards their interests. This ensures that your ad reaches potential customers who are more likely to be interested in your product or service.
Remarketing generates warm leads
Since you are targeting users who have already interacted with your website, you are more likely to generate warm leads. These users have already expressed interest in your product or service, meaning that they’re more likely to be receptive to your ads.
Building an effective remarketing campaign
To ensure that your remarketing campaign is effective, you need to plan it carefully. Here are some tips on how to build a successful remarketing campaign.
Craft a solid brand message
Your ads should have a clear and concise message that resonates with your target audience. Don’t make the mistake of bombarding users with offers – focus on delivering a strong, consistent brand message.
Create hyper-targeted ads
Remarketing gives you the opportunity to target users with ads tailored to them. Take advantage of this opportunity by creating ads that are highly specific to different user segments, based on their past behaviour.
Set clear goals and measure performance
Make sure to set clear goals for your remarketing campaign. For example, you might want to increase the number of leads acquired or the number of sales. Then, track the performance of your campaign and use the data to optimize your ads and boost conversions.
Remarketing is a powerful online marketing tool that can help you connect with potential customers and generate more leads. If you follow the tips above and create an effective remarketing campaign, you will be able to make the most of this tool and maximize your return on investment.