Remarketing campaigns are increasing in popularity within digital marketing and Google Analytics and AdWords now offer a vast amount of capabilities on how to segment users that have been on your website.
Remarketing uses a simple, unobtrusive code snippet (also known as a pixel) on your website to anonymously AdWords now offer a vast amount of capabilities on how to segment users that have been on your website. The code can’t be seen by your site users and has no effect on your site’s performance
This means that every time you get a new visitor to your site, the code drops an anonymous browser cookie. Later, when your visitors browse the Web, the cookie will let AdWords know when to serve ads, ensuring that your ads are served to only to people who have previously visited your site.
Retargeting is so effective because it focuses your advertising spend on people who are already familiar with your brand and have recently demonstrated interest. That’s why most marketers who use it see a higher ROI than from many other channels.
You decide which users are given the cookie by creating remarketing lists, which define the conditions your user needs to meet for you to target them with your advertising. There are many different types of list that you can create. For example, if you want to target everyone that has visited your site, you would create a marketing list for all visitors. However, to get more qualified leads to your site, you may want to consider creating more niche lists.
Below, I will highlight some of the strategies you can use, that can result in highly qualified leads returning to your site and boosting the chance of conversions.
1) Sequential Retargeting
Do you have a specifically defined sales funnel or a website that operates seasonally? If so, then sequential retargeting could be a profitable strategy.
Sequential retargeting works by grouping your audience into different categories or lists and including/excluding them depending on the landing pages, time on site, or downloads or other actions.
When those actions are taken, a new set of ads with new messaging are launched to get the visitor to take the next step in the conversion process, while excluding them from the old set of ads.
Just like a regular Google Analytics goal funnel, you can use sequential retargeting to create more touch points and also learn where your ‘leaks’ are in the conversion process.
2) Time Delayed Retargeting
If you run any type of cookie/pixel based retargeting, then there’s a good chance that your audience eventually has an expiration date (Google has a max time of 540 days for example).
Similar to sequential retargeting, time delayed retargeting basically works this way without the need of any action from the visitors:
Week 1: All visitors see ad #1
Week 2: All visitors see ad #2
Week 3: All visitors see ad #3
Week 4: All visitors see ad #4
The best thing about time delayed retargeting, is that you don’t need accompanying landing pages or collateral to back up everything your ad says (although it won’t hurt if you do).
If you only offer one service, then you can use your different time delayed retargeting ads to showcase different perks and values of working with you.
3) Up-Sell Retargeting
41% of overall revenue for e-commerce sites are from repeat shoppers. According to Adobe, repeat buyers are likely to spend 5x more than first-time shoppers.
If you’re in the lead generation business, then repeat buyers could just be generated from developing a relationship, starting with the completion of a contact form, which is especially prevalent in service based businesses.
You can essentially create new retargeting audiences by targeting people who have visited your post-conversion pages with new offers in the forms of upgrades or complimentary service add-ons.
When visitors buy from you, it’s because they trust you.
Don’t feel ashamed to prompt them to convert again or to buy something at a higher price. If you are truly bringing value through your products and services, then they won’t mind purchasing again.
4) Email Retargeting
With AdWords or Facebook, you also have the option to target your email list directly with your advertisements.
Google AdWords have a feature called Customer Match & Facebook has a feature called Custom Audience, which can be uploaded with your email list.
The biggest thing to keep in mind when it comes to bulk email retargeting is the “match rate” of emails to users on a given platform.
According to WordStream, the match types between Google, Facebook, and Twitter breakdown like this:
Google = 50.4%
Facebook = 48.99%
Twitter = 10.2%
As you can see, Google and Facebook have such a strong match rate because of the usage of their platforms, while not as many people are on Twitter (or use an email address that matches).
Once you’ve decided on which platform(s) you want to use, you can take advantage of the different types of ads and networks (especially on Google) to get your email list to convert.
Just like any retargeting campaign, don’t forget the power of segmenting your audience into specific sections. Targeting all emails with the same message won’t be as powerful as it could be if you split things up.
5) Similar Audience Retargeting
When you’re creating retargeting audiences from your landing page and site visitors, networks such as AdWords and Facebook have ways to create audiences that target users with the same intent and browsing behaviors as your own visitors.
Through hundreds of different factors, you can target these similar audiences as regular retargeting campaigns, even if those people being targeted have never been on your landing page or site.
Google AdWords calls it similar audiences and Facebook calls it Lookalike Audiences.
Once you start creating your retargeting list from your own visitors, Google and Facebook will automatically create similar and lookalike audiences that you can use.
With similar audiences, you may see around 40% increase in conversions, compared to just targeting all users.
Sometimes a similar/lookalike audience is much bigger than your original retargeting list- just note the CTR and conversion rate , as the bigger audience doesn’t necessarily mean that it filled with more qualified leas.
6) Geographic Retargeting
You may be advertising nationwide or even internationally, but that doesn’t mean your retargeting ads should do the same. If you look inside your AdWords or Facebook account, you should be able to see the geographic locations of where your visitors are coming from. You can use that data, to determine where you want to target your retargeting ads. This can see up to 53% increase in conversion rates.
With a mix of offline and online insight, you can create retargeting ads that are specific to the geography of your retargeting audience. Pair that with a landing page that follows the message match, and you could be sitting pretty with some higher retargeting performance.
Best to pick the geographies that have the highest audience count first and start there. The more impressions you get, the higher your chances are for clicks that turn into conversions.
7) RLSA Retargeting
Remarketing List for Search Ads (RLSA) is a feature by Google that allows you to create specific text ads that are exclusive to a retargeting audience list you have.
RLSA also allows you to set bid modifiers across search and shopping ads to bid more aggressively or passively depending on searches from people who are on your audience list.
You can use RLSA in competitive industries, but only want your ads to show if the visitor has been on your site before.
For example, if your visitor was comparison shopping you in the past, but never converted. A month later, they’re now researching your competitors by typing in their names to Google- with RLSA audiences, you can actually be broader in your targeting when it comes to keyword selections, among other advantages:
Some companies have seen up to 300% increase in conversion rates and 30% increase in ROI from targeting broad match keywords like present and gift compared to their own brand terms.
8) Dynamic Retargeting
Dynamic retargeting helps you create image ads at scale so you don’t have to individually create hundreds or thousands of product/offer specific image and text ads.
If you’re an online retailer with hundreds or thousands of products, then you can use ad templates from AdWords that pull information like product images, pricing, and availability from your shopping feeds.
The retargeting cookies take note of which product pages you’ve visited so that your dynamic retargeting ads only show products that you’ve shown interest in.
This type of retargeting can also be used across industries, for example, within travel industry, showcasing ads based on the destination that users are looking for.
Google AdWords allows you to create dynamic retargeting ads that can instantly showcase ads on the AdWords Display Network and inside social networks like Facebook and Twitter.
9) Competitor Retargeting
AdWords offers the ability to target audiences that have shown intent or browsing behavior that have led them to land on competitor sites.
With remarketing, you can easily target your competitors audience using the following tactics:
- AdWords RLSA targeting by using competitor names as keywords
- AdWords Gmail Sponsored Promotion (GSP) ads bidding on competitor domains as keywords
- AdWords Search Network or Display campaigns – this helps you showcase display ads based on keywords that have been typed into Google as a prerequisite for your display ads to show.
10) YouTube Retargeting
Being the second largest search engine in the world, YouTube is a hotbed for insanely cheap cost per views with their TrueView capabilities.
Just like you would create regular image and text ads for a traditional retargeting campaign, you can now create video ads that allow you to add in additional audience data to granulate your targeting.
The only downside to this type of retargeting is that it’s not as easy, quick, or cheap to split test a video ad compared to a static image ad.
In addition to regular display and social retargeting, YouTube offers a 3rd channel where your audience may be hanging out.
If you’re curious in testing that channel, start with a low-cost video that proves an ROI before investing further.
11) Abandoned Cart Retargeting
If you’re an eCommerce store, then you probably have some abandoned carts, gathered from your CMS. Your goal should be to turn those abandoned carts into sales. One way to do that is using email retargeting, that takes visitors back to their saved carts.
If they don’t then finish the purchase, some plugins can offer to send them an automatic email, with pictures of the shopping cart items, along with a call to action to bring them back to buy.
Shopping cart recovery is a huge deal in the eCommerce space. And without having to offer discounts or specials, you can recover quite a few lost sales just by reminding people that they didn’t finish their purchase.
Plugins that help with this can vary, depending on the platform you use for eCommerce, but some well-known ones are Cartstack, Barilliance or Yieldify.
If you have any more questions about Remarketing or how you can use it to boost your website, give us a call at 028 9068 3790 or drop me a direct email to firstname.lastname@example.org.