Standing out online is tough nowadays as many businesses are now embracing online marketing. Once someone lands on your website, that’s just the beginning. Keeping their attention and turning it into action is the real challenge. That’s where remarketing comes in. Remarketing, often deemed the secret sauce of digital marketing, gently reminding people about your brand and encouraging them to come back and make a purchase.
This in-depth guide is your roadmap to understanding, implementing, and using remarketing to supercharge your online marketing efforts. Whether you’re a seasoned marketer or new to the game, this resource breaks down the complexities of remarketing, making it easy for you to use its tools effectively.

Introduction to Remarketing

Remarketing, also known as retargeting, is a savvy marketing technique that involves displaying ads to individuals who have previously interacted with your website or app. For instance, when someone browses your site but leaves without making a purchase, remarketing steps in to rekindle that connection.
In essence, remarketing targets these past visitors with banner ads and other visual content, enticing them to return and take the next step, whether it’s completing a purchase, submitting a form, or any other desired action. It’s all about subtly reminding potential customers of your presence through strategic advertising.
Remarketing is not spam or aggressive sales tactics. It’s a form of digital advertisement that nurtures the user rather than annoys them, focusing on quality leads and user experience.

The Importance of Remarketing

There’s a lot of reasons to be distracted when looking for something online, and remarketing can be your silent salesperson to keep people’s attention to your business. It’s more than just an advertising strategy; it’s the significance of relationship-building with your potential customers.
Remarketing Benefits:
  • Increased brand recall: By consistently reappearing in the consumer’s view, your brand stays in the mind of the consumer.
  • Personalisation: You can tailor your message based on user behaviour.
  • Higher conversion rates: Studies have shown that the more times a person is exposed to something, the higher the likelihood they’ll act. The famous “out of sight, out of mind” won’t work as your business is all they see.
  • Improved ROI: Targeting warm leads often results in a more efficient use of advertising funds, maximising return on investment.
  • Metrics and insights: It provides invaluable data on consumer behaviour and ad performance, providing actionable insights for future campaigns.

How Remarketing Works

Remarketing is pretty straightforward. When someone visits your website, a tiny tracker, like a “cookie,” gets placed on their computer or phone. This tracker remembers what pages they looked at and what they did.
  1. Initial Visit: A user comes to your site and shows interest in a product but leaves without buying it.
  2. The Ad Display: Later, while browsing the web, that user sees ads for that specific product to try to bring them back for purchase.
  3. Conversion: They come back to your site and buy what they were interested in. That’s the goal!

Types of Remarketing

Standard vs Dynamic Remarketing

  • Standard Remarketing shows generic ads to your audience. These ads can be shown on the Google Display Network which includes over two million websites.
  • Dynamic Remarketing, on the other hand, takes things a step further. It’s a feature that lets you create personalised ads that people who have previously visited your website will see. These ads are created based on the specific products or services a user viewed on your site.

Search vs Social Media Remarketing

  • Search: Your ads appear when previous visitors search on search engines such as Google and Bing.
  • Social Media: With this type of remarketing, you can show ads to visitors with Twitter, Facebook, Instagram, and even LinkedIn.

Email Remarketing

Sending emails to reconnect with potential customers is another way of remarketing. Email is still one of the best ways to keep in touch with customers and remind them about your brand. Though this means you have to be really good with email copywriting. Having the right hooks or email subject is the key to higher open rates and conversion if the email copy is something really convincing.

Successful Remarketing Campaign Examples

Case Study Spotlight: E-commerce Success

Many e-commerce businesses have used remarketing to optimise shopping cart abandonment. A classic strategy is sending an email with a discount code to a user who abandoned a cart, prompting them to complete the purchase.

Case Study Spotlight: Travel Businesses’ Success

The travel industry strategically utilises dynamic remarketing, showing specific destinations or packages that users viewed on their site, influencing those dream holiday plans.

Case Study Spotlight: SaaS Supercharge

SaaS companies focus on activating leads through remarketing by providing product tutorials or free trials, thereby showcasing the software’s value and reeling in those lost leads.

Common Mistakes in Remarketing

Transforming your effort into a successful campaign means avoiding these common missteps.

Bombarding with ads

Setting frequency caps is key. You might think that showing ads can help you convert leads, without realising that too many ads can tire out your audience and create a negative experience.

Failing to segment

A one-size-fits-all approach rarely works in marketing. Segment your audience and customise your ads for better outcomes.

Ignoring change

Keep your ads and offers up to date. Showing outdated content can turn off potential customers.

Not optimising for mobile

With mobile usage on the rise, your remarketing efforts must be mobile-friendly too.

Not Having a Conversion Path

Ensure your ads lead to a clear and simple path toward making a purchase or completing a desired action.

Tips for Effective Remarketing

Be Strategic with Audience Segmentation

Design separate campaigns for different segments, such as repeat visitors or cart abandoners. This allows you to tailor your message effectively to each group.

Keep It Fresh

Update creatives, test different ad copy, and stay on top of advertising trends to ensure your brand message remains impactful and engaging.

Tailor the Message

Utilise the insights you have about your customers’ browsing history to craft relevant and personalised messages. This helps to strengthen the connection with your audience and increase engagement.

Utilise Offer Expiration

Create a sense of urgency with limited-time offers into your ads. This encourages action from your audience and can lead to higher conversion rates. You’re right, FOMO can surely increase your conversion rates.

Measure and Adjust

Regularly review and adjust your campaigns based on performance metrics to maximise ROI.
Retaining customers and converting leads is no easy task. That’s where remarketing comes in. It’s like a superpower for businesses, helping them reconnect with people who visited their site and turn them into customers.
Among all the digital tricks out there, remarketing stands out as a smart and creative way to boost your brand. Whether you’re a big company or just starting out, remarketing can work for you.
Ready to boost your online presence? Our team at Belmore Digital is here to help. Reach out today and let’s make remarketing your brand’s next big success story.