So you’ve run an online marketing campaign but have noticed that not everyone who visited your site converted. Luckily, there’s a great way to market to these lost potential customers. That way is through targeted remarketing.
What Is Remarketing?
Online remarketing is the process of using paid online advertising to attract potential customers who have previously visited your website. They might have loved your product or service, but maybe it just wasn’t the right time for them to go through with the purchase.
By targeting potential customers who are already familiar with your brand, you’re more likely to increase the chance of a conversion.
How Is Remarketing Done?
Remarketing involves exposing previous site visitors to paid advertisements linking back to your website. By remarketing to previous visitors of your site, you can decrease the number of lost conversions in a highly cost-effective way.
The potential customers are already familiar with your brand’s products or services. As a result, when you re-expose them to your brand logo or offerings, they are more likely to follow through to your website. So how is remarketing done?
Above is a diagram showing the usual process involved in remarketing campaigns. First, potential customers visit your business website.
However, they don’t make a conversion and instead continue to a different site. Next, you expose them to your targeted advertisement linking back to your website.
Due to previous exposure and brand awareness, the potential customer is more likely to follow the link and make a conversion on your web page.
Benefits of Remarketing
Using a remarketing strategy to complement your online marketing campaign offers a range of great benefits.
It’s important to note that you should only use remarketing after running an online marketing campaign and analysing its success. I’ll go through some of the most substantial benefits below.
By targeting potential customers who have already visited your site, you increase the likelihood they will click on your advertisement.
Because they have previous exposure to your brand and an understanding of your products or services, they are more likely to convert.
This increases the cost-effectiveness of your efforts, as each click costs your business money. If the click is more likely to generate a conversion, your overall cost to conversions will be far less.
Remarketing offers highly specific targeting. Through your remarketing campaign, you will only be targeting customers who have visited your website without making a conversion.
This highly focused approach allows you to more effectively tailor your advertisements to potential customers who have previous exposure to your brand.
Higher Conversion Rates
Because potential customers have already been exposed to your brand, they are more likely to make a conversion each time they are re-exposed.
Over a longer period of time, their brand retention will build, and they will start to notice your brand as a strong player in the industry. This process increases your conversion rate per click.
With higher conversion rates comes improved return on investment (ROI). Although the cost per click might remain similar, the likelihood of generating a conversion is far greater. Higher conversion rates increase the overall ROI from your remarketing campaign.
Increased Brand Exposure
Each time potential customers encounter your brand, they are more likely to purchase your products or services.
Making your brand resonate in the minds of your target audience helps encourage frequent future purchases. Remarketing is one of the most efficient ways to expose your brand multiple times to the same potential customers.
Should My Business Use Remarketing?
Your first step as a business should be to increase traffic to your website through SEO or PPC marketing. Once you have sufficient traffic, you should consider running a remarketing campaign to complement your SEO or PPC efforts.
There are some great resources and blogs online to help explain how remarketing works in simple terms so you can fully understand its benefits.
If you are planning to run a remarketing campaign, it’s important to know what you are doing. For example, you need to put safeguards in place to assure the ads are only showing up for customers who haven’t already completed the desired conversion.
Don’t waste your time and money on a campaign that won’t provide results. Do your research and understand how to harness a remarketing strategy.
Remarketing is only viable after first running a successful online campaign. So before you try to remarket, read about the 5 steps you need to nail your digital marketing strategy!