Most people aren’t in the decision-making stage of the buyer’s journey when they first stumble upon your brand or website. After all, people browse online for all sorts of reasons: Boredom, window shopping, research, the list goes on.
That’s where remarketing comes in.
We’re big fans of remarketing (also called retargeting) around here. That’s because we’re familiar with the data that shows almost no one ends up making a purchase the first time they visit a company’s website.
Through remarketing, you stay top of mind with your target audience by using specific ads to remind them about you and the product or service they showed interest in or interacted with in the past.
What Is Remarketing?
Remarketing is a digital advertising method that helps connect your product or service with people who are already familiar with your brand.
These could be people who have:
- Purchased from you in the past
- Visited your website
- Downloaded your app
- Abandoned their virtual shopping cart
You can create remarketing campaigns on PPC – also called pay-per-click or paid search – platforms like Google Ads (FKA Google Adwords) and Microsoft Advertising, the latter of which surfaces search ads on Bing.
These ads can also appear on social media channels in the form of LinkedIn, Instagram, and Facebook ads. Generally, remarketing lists are created based on customer relationship management (CRM) data and email lists.
Results are everything
HawkSEM in 90 seconds
What Are Remarketing Services?
Remarketing services are the deliverables provided by the professional handling your digital marketing strategy, whether that be an in-house person or team, a consultant, a contractor, or an agency.
What’s more, seasoned industry experts know this marketing service isn’t just for e-commerce. At HawkSEM, we’ve seen success across a range of industries looking to reconnect with potential customers through this tactic. (Need proof? Check out the case study examples below.)
The HawkSEM Difference
We’re no strangers to the remarketing game. We’ve seen what works and what doesn’t across a variety of industries.
As such, we’ll work with you to craft hyper-focused remarketing ads that can help boost your conversion rates while saving you money – you make more while spending less.
Lastly, we make sure everything from the ad copy to the landing page is poised for maximum ROI (that’s kind of our thing).
HawkSEM’s Remarketing Service Deliverables:
- Remarketing Audiences & Segments Creation
- Remarketing Campaigns for Search & Display Ads
- Audience Builds (based on demographic targeting, interest targeting, email lists, previous website visitors – remarketing, etc.)
- Implementation or assessment of Facebook Meta Pixel (the piece of code on your site that helps with retargeting and remarketing)
- Ad Copy Creation & A/B Testing
- Conversion Tracking
- Bidding Strategy & Optimization
- Custom Reporting
Enhance Your Remarketing Efforts
Your business is too important to let just anyone handle your digital marketing.
You need a partner who can deliver results like these:
Additional marketing services
When you partner with a full-service agency, you get the benefit of a well-rounded team of marketing pros who can ensure your overall marketing efforts are aligned, complementary, and working together to create maximum results.
Along with remarketing, the HawkSEM team offers these additional services:
Paid & organic social media marketing
Paid search campaigns & PPC management
Ecommerce marketing management
Conversion rate optimization (CRO)
Landing page design
Meet The Team
How Does Remarketing Benefit Campaigns?
Remarketing campaigns benefit businesses of all sizes.
Here are just a few ways.
Stay top of mind
Hardly anyone shopping online for a product or service makes a purchase right away. Most often, people take their time to research options, read reviews, and compare features. Remarketing can target users who have shown interest, reminds them of your offering, then (ideally) brings them back around to close the deal.
Create more focused ad experiences
You can create audience segments until the proverbial cows come home, but there’s no guarantee you’re always reaching the right people at the right time. That being said, remarketing ads bring you that much closer by giving you the chance to create personalized messaging for these specific audiences who have engaged with you before. You can even create particular lists that allow you to add a layer of customization to your campaign, such as an email that goes out to cart abandoners.
Convert more leads
One of the ultimate goals of any marketer is to connect a business with those who can benefit from its services. With remarketing, the hard part is over, because the people you’re targeting have already connected with your brand in one way or another. This ups your chances of being able to convert a lead into a sale, especially if you can direct the lead right where they left off when they last visited your website.
Expand your reach
Remarketing ads are limited to just websites or the search engine results page (SERP) like other ad types. Rather, these ads can surface on millions of sites and apps, as well as multiple devices, as static, video remarketing, or mobile app campaigns. They can even show on social platforms like Facebook (aka Meta).
Save your budget
Thanks to targeting more qualified leads with higher conversion potential, remarketing can bring about a serious return on ad spend (ROAS) when executed properly. While these campaigns may have a higher CPM (cost per 1,000 impressions) and CPC (cost per click) because of the smaller audience, the end result often means spending less in the long run.
SaaS-based monitoring and analytics platform Datadog partnered with HawkSEM to help them increase market share and lead generation, while generally maintaining their cost structure. Along with revamping keyword lists, landing pages, and ad campaigns, our team reconfigured existing remarketing campaigns with new banners and increased exposure throughout the Google Display Network. The result: intelligently chosen placements that guaranteed a good return, with a 75% increase in sales demos alone. Read the full case study.
Different types of remarketing methods
As mentioned above, there are various ways to remarket to your audience.
The six main tactics include:
You use “cookies” (pieces of code that track user behavior) to track site visitors and remarket accordingly across the Google Display Network.
An auto-adapting ad that mixes up what’s shown to the user based on their behavior, giving them multiple opportunities to return to your site (more on this below).
Search ad remarketing
These are keyword-based remarketing ads that display on Google if the user has visited your site in the past.
Based on a customer list, these ads surface on Google’s search engine, an ad partner’s website, or on YouTube.
Mobile app remarketing
Similar to standard remarketing campaigns, this type is based on app users who visited your mobile site or app.
Using Google’s Customer Match feature, this method involves surfacing remarketing ads to relevant Google users when they log into their email, leverage Google Search, or watch a video on YouTube.
Remarketing vs. Retargeting: What’s the Difference?
Think remarketing and retargeting is a “tomato vs. tomahto” situation? Well, not exactly.
Sure, some marketers use these two terms interchangeably. But while remarketing is focused on a certain platform, like email, retargeted ads are more focused on tactics like paid search or paid social campaigns to re-engage potential leads and draw them back in.
It’s a lot to keep up with. And the team at HawkSEM wanted to make it as easy as possible to get a bird’s eye view of your digital marketing program: the good, the bad, and all the let’s-rework-this in between.
HawkSEM’s exclusive platform ConversionIQ has been a game-changer when it comes to results. That’s because it allows us to better identify the strengths and weakness of your marketing efforts in a flash. Think: qualified leads, areas of wasted ad spend to eliminate, and campaign elements to optimize.
Not only that, but it serves as a centralized, easy-to-navigate hub for all of your crucial digital marketing data – from Google Ads and social media channels to CRMs like HubSpot, Google Analytics, and more. The result: a clear picture of your marketing efforts, better reporting, enhanced metrics, and a clear path to manageably – and successfully – scale your business.
ConversionIQ in Action
What is Dynamic Remarketing?
Dynamic remarketing is a Google Ads feature that creates an ad showing the exact item a site visitor viewed. Clicking the ad takes the user right back to the product page, so they can complete their purchase. If you’ve ever checked out a product online, then seen an ad featuring the same exact product shortly thereafter, then you’ve experienced dynamic remarketing.
For your business to take advantage of this campaign type, there are a few steps to take:
- Add a dynamic remarketing tag with custom parameters to of your website’s pages
- Create a product or service feed with all the necessary details that can be pulled into these dynamic ads
- Create auto-adjusting, asset-based responsive Display ads that can be used for dynamic remarketing campaigns
Why Work With an Agency for Remarketing?
The line between intriguing and annoying your target audience can be slim. That’s why it helps to work with experienced marketing experts who know how to capture people’s attention without making them feel pummeled by your campaigns.
The right digital marketing agency (wink-wink) can work alongside you to help you create and optimize targeted yet tasteful remarketing efforts that garner real results. As a bonus: When you work with a full-service agency that also offers a whole slew of digital marketing services, you get the added benefit of better strategy alignment, less wasted ad spend, and a more cohesive plan overall. Who wouldn’t want that?
California State University, Northridge (CSUN) is a public university based in Los Angeles. They partnered with the HawkSEM for help connecting with potential students, boosting under-enrolled programs, and growing brand awareness-raising and outreach efforts. After assessing where their digital marketing plan currently stood, we worked to accomplish their goals through revamped ad copy and landing pages, strategic keyword lists, and remarketing campaigns. The results: We were able to reduce cost per acquisition (CPA) by more than 50% while increasing conversions 8 times over.
What Do Remarketing Services Cost?
Generally, a remarketing strategy will fall under an overall paid search plan, rather than being offered a la carte. As such, a remarketing agency will likely follow one of the three payment plans below.
Percentage of Ad Spend
For this commission-based pricing model, you pay the agency a percentage of your overall monthly ad budget. This usually falls somewhere between 10%-30%.
The flat-fee model involves paying a straightforward, no-surprises monthly fee. These models do, however, usually come with a one-time setup or onboarding fee.
For a performance-based fee structure, you only pay for the leads the agency brings in for you. Just be forewarned: This can skew leads to be more about quantity than quality, so make sure you’re not just bringing in leads, but the right leads.
We make things happen …but don’t take our word for it:
The Bottom Line
Still not sure if you can trust any ol’ agency with your digital marketing plan?
You need a marketing agency you can trust – one that can offer proof of results and that feels like a true partnership. As an award-winning digital marketing company, HawkSEM’s team is made up of data-driven marketing scientists with years of experience garnering real, significant results.
From small businesses to enterprise brands, we’ve helped companies of all sizes achieve (and exceed) their marketing goals. Not only are we partners with the likes of Microsoft Advertising and Meta, but Google Premier Partners has named us a top 3% agency in the country.
Our experts can work with you to build, optimize, and scale a tailor-made remarketing strategy that’ll help you better connect with custom audiences and increase sales.
Are we a match made in marketing heaven? Let’s find out together.
Request a Free Consultation
No BS, just results. Average clients see a 4.5x ROI
- Dramatically improve ROI
- Outperform the competition
- Increase conversion volume
- Better track ROI
- Reduce cost per acquisition
- Improve lead quality