Have you ever visited a website to take a look at something you’re thinking of buying, only to notice ads for that exact same product popping up all over the next few sites you visit?
This can really come in handy, particularly if you forgot which website the products you were looking at were on. You may have decided not to buy on the day but that reminder gives you a prompt to go back and make a purchase.
Many business owners fail to realise how easy it is to implement this strategy, known as ‘remarketing’ or ‘retargeting’ into their own business. It is a simple process, and has the potential to impact your sales figures quite dramatically.
Remarketing by the numbers
According to recent research, three out of four consumers notice remarketing ads when they are online. Even if they don’t buy, this improves recognition of your brand.
What’s more, the average click-through for standard online ads can be as low as 0.07 per cent. With retargeting, on average it is more like 0.7 per cent. Now, this may seem low but this strategy is inexpensive and every new customer has the potential to deliver promising return on investment.
If you’re dubious about remarketing, consider also that website visitors who are retargeted with online ads are 70 per cent more likely to convert into paying customers than those who aren’t. What’s more, over a quarter of customers who return to your site after their first visit will do so via a remarketing advertisement.
Around the world, more and more marketers are allocating budget to remarketing because they have measured results and found it is a proven strategy for improving website traffic and sales.
How to remarket to your audience
But how do you get started with remarketing? It is quite straightforward but you will probably want to involve your website and graphics team.
Firstly, you need to decide where your ads are going to show up. The main two you can choose from are Google Adwords, which will display ads across the web, or Facebook to have your ads show up to users on the social network who have visited your site. You can also create video ads to be displayed on YouTube through the Google ads network.
Then it is up to you to design some ads. This depends on what you are selling. Retailers may go with a more complex format which promotes the exact product the user has been looking at. Service providers and other vendors might come up with a static advertisement featuring a special offer as an incentive to come back and buy.
Use great images and strong calls to action in your ads. They should create a sense of urgency to get the buyer to come back.
Next, you need to set up your campaign in Google or Facebook. During this process, you can determine what will trigger your ads to display, for example if a user spends more than 60 seconds on your site or if they look at a specific product. You can also ‘frequency cap’ ads and limit the number of times customers see them.
You can also set your ads to target the location or demographic of your audience, which is great for local or niche businesses.
From here, whether you are using Google, Facebook or another platform, you will need to generate your remarketing code (your web expert can do this for you in a matter of seconds, or search the web for detailed instructions). This code then gets placed on every page of your website. It is invisible to the user but it will be responsible for noticing that they have come to visit you and triggering the ads to display.
Once you have set a budget for your remarketing campaign, it is a matter of testing it out to check it works, then sitting back and waiting to see what happens. You should track the results of your ads to see how they are performing, and consider running a few different campaigns to see what works best.
Want step by step guidance for capture more leads through remarketing? Why not apply to join Business Blueprint? We offer remarketing strategies and so much more. Apply here to become a member.
