You may have heard the term remarketing before and it is one that has become more common as digital marketing advances in its scope and technology. In simple terms, it is a way to re-engage with previous visitors to your site and encourage them to make a purchase. However where it becomes complicated is in understanding how to take full advantage of the tools available and how to increase your conversions as a result.
Some examples of remarketing
One of the most common ways to start a remarketing campaign is through Google. It is probably the most well-known methods of starting a remarketing campaign and is very simple to set up. It is also one that most people are familiar with and will see the ads come up as they browse the web or even through certain apps or Youtube videos.
The reason I am getting this ad is because I had visited the One Plus website a week ago to take a look at the specs for the new One Plus 5 phone.
Facebook advertising platform has recently become very popular for remarketing campaigns as it seems to enjoy greater conversions over other methods of remarketing due to the fact that there is a higher trust place on content seen in your social feeds. Often an ad will be displayed because your friends have liked that brand or product and therefore you will be shown which friends like that brand.
One example of a remarketing campaign on Facebook for me is the Mevo live stream camera which I am receiving because I was checking out the features on the camera a while back. A couple of my friends on Facebook have previously purchased a Mevo camera and so it shows that they “like” the Mevo page while the ad is being displayed. The benefit of this is that it provides a positive affirmation on the brand as your peers are already engaging with that product or brand.
How does remarketing work?
In order to display remarketing ads, you have to have an audience to show that advert to. An audience will be built up by enabling a tag on your website that tracks a user and leaves a cookie on their browser.
Each user that visits your site that allows cookie consent will be added to the list and then the platform which you are using for remarketing will be able to begin displaying ads to those users.
For Facebook marketing, you must set up a Facebook Pixel on your site which will track anyone visiting your site via their Facebook profiles. You can then choose to display specific ads to people based on the actions they have performed on your site.
Google is similar and requires you to set up a remarketing tag on your website. Once you have had 100 people added to your audience Google can then begin displaying ads that you have set up in Google Adwords to any customer in that audience.
Best Practices for Remarketing
1. Make the Ad Compelling
A remarketing campaign relies on the knowledge that you know the visitor has already viewed your site. You can safely say they will recognise the brand and perhaps even the product straight away. A remarketing ad, therefore, should not always be overly generic in content (unless of course your aim is to increase brand or product awareness). If your aim is to convert that customer then an incentive may be ideal in this circumstance, or perhaps highlight an important feature of your product or service.
2. Don’t be Creepy!
A remarketing campaign will target customers who have visited certain pages on your site and it can often be tempting to over personalise your ad in order to make to user feel more special. This can often backfire, however, especially on social campaigns. Whilst it may seem like a cool feature, generally, people in this area of the world do not want to have their privacy invaded and certain remarketing campaigns can feel like you are being watched. Keep it simple and if you can, focus on brand or product awareness.
3. Separate Users
Remarketing tools give you the ability to split customers based on their actions on your site. If for example, you have a web store with hundreds of different products, you may find it useful to split customers based on the categories of products they have viewed. It wouldn’t be effective if you displayed menswear to women and vice versa.
You can also create lists of people who have downloaded a sample or who have signed up to a newsletter. Lists give you greater flexibility in ads and they allow you to have more targetted ads when needed as well as general ads which can be displayed to all lists.