Some of your website visitors just need a little bit of encouragement and you can get them to purchase.
For instance, a tire reseller, Tirendo, used remarketing to target people who visited their homepage and searched for a particular tire model.
This led to a 22% increase in sales and a 161% increase in Conversions. Wordstream also found that remarketing ads have 2 - 3X higher click-through rates and conversion rates than typical display ads.
Here are 6 steps to keep in mind to launch a successful remarketing campaign:
1. Understand the Behavior of Non-Converting Audience Segments
We’ve established that the majority of people who visit your website for the first time do not convert, according to studies.
If potential customers left on your product description page, is it because your product doesn’t offer features they need? If they left on the checkout page, is your product too expensive?
Unfortunately, these questions are difficult to answer as you probably can’t read the minds of people who abandon your websites. However, you can still use these 2 methods to gain more insights:
i). Watch your competitors: If there’s a competitor that’s making more sales than you are, it’s probably because they’re doing something right.
What do they offer on their product page? How do they price their products and services? What words do they use in their bottom of the funnel (BOFU) pages? This will give you a lot of insights into ways you can convert more of your visitors.
ii). Ask a professional to check your pages: A conversion rate optimization professional will see flaws on your pages and suggest changes you can make.
At Bloominari, our digital marketing agency helps clients from San Diego, United States, and other parts of the world to drive more traffic to their website and improve conversions.
After identifying the behavior of your non-converting audience, that would help you to create remarketing ads with details that would attract them.
For instance, you can use dynamic retargeting ads to send a message related to the page a visitor abandoned.
Sierra Trading Post used this to send ads about products that visitors viewed. This led to a 5X increase in conversions for the company. Likewise, Netshoes was able to increase its revenues by 30 - 40% during the Christmas season with this ad format.
2. Build a High-converting Sales Funnel
The main aim of remarketing to people who are already aware of your brand is to get them to convert.
A conversion could mean a new user sign-up, a phone call from a customer, a sale, or a download. But in this instance, I’m referring to a sale.
However, you need to note that your remarketing ad alone won’t turn your website visitor into a customer.
Your remarketing ad will only direct potential customers to a specific page on your website.
According to a Salesforce survey, 68% of companies have not attempted to measure a sales funnel. Coincidentally, or not, 79% of marketing leads are never converted into sales. Before you decide to remarket your ads, you need to have an effective sales funnel in place.
This sales funnel should have been proven with conversions of many customers. One way the Google Ads Remarketing has made your life easier is that you can retarget a user at various stages of your sales funnel.
Whatever stage of your sales funnel you’re targeting users, you should have pages of content in place that will move them to the bottom of your sales funnel where they can purchase your product or service.
3. Integrate a Tracking Code to Your Page
How do you go about creating a remarketing campaign? First of all, you need to indicate the type of remarketing campaign you want to create. After that, you need to add a tracking code or pixel to that page to track visitors to the page.
To create your remarketing campaign, go to your Google Ads account and click on “Shared library.”
On the next page, click on “Audiences” to select the visitors you want to target.
At this point, if there’s no remarketing tag on your website, you’ll see a notification.
To get more information on how to install the tag on your website or app, click on “Tag details.”
After going through the instructions, you can install the tag on your website pages. Click on “+ Remarketing List” to continue.
Google will give you 4 options on which type of audience to target.
If you select website visitors, you can fill in more details about your remarketing list.
Should you target every visitor to your website? This would depend on your campaign goal. If you want to use your remarketing to sell a particular product, you can target every visitor who visited the sales page without buying.
If you’ve done a promo in the past, you can retarget everybody who visited the promo page without buying. You can send them more offers to get them to buy.
Below is an example by Neil Patel. He targets people who have visited the page neilpatel.com and also pages containing “webinar.” This is to target people who are interested in webinars.
With a tracking code on your website, you can explore many options like specific date ranges, list sizes, specific URL visits, etc. to target people who have shown interest in your product or services.
4. Don’t Focus on Sales
Let’s be frank, any marketing effort in your business is made to directly or indirectly improve sales. But no potential customer wants a pushy and desperate seller. People want to be able to make their own decisions to buy your product.
One of your major duties is to help them make this decision. And that means not being salesy or too pushy. If you get your remarketing efforts wrong in this aspect, it could have the opposite effect of what you want.
Two ways you can make your remarketing ads more subtle and effective are:
i). Frequency: How often do you want to target a website visitor? 10 times daily? 5 times weekly? This will usually depend on the type of service your offer. If you offer a service like selling coffee or food, you may target people daily.
But if you sell a product like shoes that people don’t buy every day, then you need to reduce its frequency. You can add this to your campaign settings using the ad delivery settings.
ii). The number of times displayed: Another thing to consider is how many times you want to target a website visitor before you can conclude they’re unlikely to make a purchase.
You can specify the number of times a remarketing ad will be shown to your recipient.
In a prank, a marketer targeted his roommate with Facebook ads to the point that the roommate got paranoid. Yours will probably not go that far. But when your target starts to feel they’re being targeted, then your efforts start to lose effect.
5. Experiment With Your Ads
It's almost impossible to know which ad will be effective ahead of time. That’s why you need to test your ads regularly to see what works best. Some of the tests you can perform are:
i). Ad placement: You can look at your ad performance and prevent it from showing on some websites where users are unlikely to convert.
Added to that, you can test different parts of a page like above the fold, the sidebar, etc. to see where your ads are most effective.
ii). Ad sizes: You can test different ad sizes to see which ones lead to the highest conversions. You should also test different call to actions and track performance.
iii). Time to display ads: depending on your product or service, the timing could determine ad performance. For instance, if you sell coffee, you can test your ads when most people get breaks at work compared to other times at work. You can then adjust your bids accordingly.
By carrying out tests and other activities, a SaaS company achieved a 1,284% ROI from retargeting in 7 days.
6. Build a Relationship With Your Leads
Bringing a visitor back to your website for the second time doesn't mean they'll buy immediately. But it means they're open to that idea. After all, Marketing Sherpa estimates that 73% of leads are not sales-ready.
You have to build a good relationship with your visitor to encourage them to buy your product. To do this, you have to take steps to help potential customers even before they make the purchase.
When a visitor has a feeling you're only in it to make money, it becomes more difficult to convert them into buyers.
Creating your content to underline the benefits for your prospects is the way to get them further down the sales funnel and make the sale.
Remarketing is one of the most effective ways of boosting your business’ sales. You're reaching people who are already aware of your business.
But remarketing is in no way effortless. It’ll cost you money and time to set it up properly. But in the end, the results will be well worth it.