When done correctly, remarketing lets you tastefully follow your audience and create valuable touchpoints to turn leads into customers.
Here, you’ll find:
- What remarketing is
- How to remarket the right way
- Ways remarketing benefits your business
- How remarketing can save you money
Picture this: you’re walking around a shopping mall (OK, so maybe think a few years — or decades — back) and you pass by a nice sweater. You’ve seen this sweater in a magazine recently, and it caught your eye. You check out the price tag, feel the fabric, but you’re not sure you’re ready to lay your credit card down.
So you decide to keep walking around. As you’re heading towards the exit, you pass by the sweater again. You’ve had some time to think about it, and you decide to go for it.
That’s essentially how remarketing works — except online. Remarketing (often used interchangeably with “retargeting”) is a method for connecting your product or service with people who have already visited your site or mobile app.
While the terms can be used interchangeably, remarketing is typically based on email lists and CRM data (according to Outbrain). Retargeting, on the other hand, is based on pixel data (most often from unknown potential customers).
Remarketing can be done using many platforms, from Google Ads to Facebook, Instagram, and LinkedIn. (Google and Bing also offer remarketing lists for search ads — RLSAs. These vary from traditional remarketing as they require users to be actively searching Google with the campaign keywords you’re bidding on.)
Remarketing works great for multiple industries and verticals — not just e-commerce. It’s a tasteful way to remind people about you, which is especially crucial since studies report that as much as 98% of consumers don’t make a purchase during their initial visit to a brand website. Here are just a few ways remarketing can benefit your biz.
1. It keeps you top of mind
There are plenty of reasons why people navigate to your website without converting. Maybe they got pulled into a meeting, were just casually browsing their options, or wanted to take their time making a decision.
CMO by Adobe reports that 30% of consumers react positively or very positively to retargeted ads (vs. just 11% who react negatively). With the magic of remarketing, you can stay top of mind for these people by reminding them about their interest through these targeted ads — particularly if they’re searching for similar offerings again.
2. It ups your chances of converting a lead
If someone found their way to your site or app and was exposed to your brand, you’ve already overcome the big business hurdle of connecting with your audience. Remarketing ups your chances of turning that warm lead into a closed deal. It offers that nudge they need to further pursue what they were looking for from you in the first place.
Consumer-package goods company Kimberly-Clark claims it saw 50-60% conversion rates for consumers who were served retargeting ads, according to Digiday.
Not only do these ad types remind users about you, but they can be programmed to take this user directly back to the page they bounced from. If they last visited your pricing page, for example, then the remarketing ad can take them right back there once they click. The result: a seamless experience that tees them up to convert.
3. It allows you to hyper-focus your ads
One of the biggest benefits of remarketing ads is how they directly target those who have taken action to express interest in your product or service. According to Google, you can create various remarketing lists that apply to specific cases, such as those who added something to their cart but didn’t check out.
Plus, who doesn’t love scoring a good old-fashioned deal? You can create remarketing ads that offer a special discount to a segment of users who have completed certain actions. This way, the prospect has even more incentive to return to your site.
4. It lets you leverage mobile and video
Another thing that sets remarketing apart: its reach. With these ads types, you’re not just limited to the web. You can reach people browsing more than 2 million websites and apps via multiple devices.
Consider targeting past website visitors on YouTube (or people who have watched your videos on YouTube) with video or display ads as they watch other videos. You can also use things like text and images in your remarketing ads themselves on the Google Display Network.
5. It saves you money
Cha-ching — yes, that’s the sound of saving money with remarketing ads. These ads are some of the most cost-effective options out there. By targeting people who have already shown interest in what you have to offer (making them more qualified), you spend less than you would if you were starting from scratch and casting a wider net.
Though the total cost will depend on your overall marketing strategy, there are other ways to save as well. You can combine remarketing with contextual targeting, for example, to ensure you’re getting in front of relevant prospects at the right time.
People understand that ads are just part of the package when it comes to being online, whether you’re shopping, reading, or being entertained. By meeting interested users where they are through remarketing, you can turn that reminder into a click, which can lead to a conversion, which will, ideally, become a happy customer and brand evangelist down the line.
Here at HawkSEM, we’re no strangers to remarketing. See how we can put this service to work for your company by requesting a consultation.