Remarketing is a part of marketing strategies that target potential customers and encourage them to buy.

You have probably heard this proverb; Let it be lost from the heart, whatever is lost from the sight. This saying well expresses the importance of remarketing for brands, in the sense that to stay in the customer’s mind, you must always present yourself to him. If we want to say in the simplest possible way, the goal that every business pursues is to achieve more sales, and this is the reason why you should be familiar with various marketing strategies. Of course, the traditional methods of advertising, such as exposing the product to the eyes of the customer, have always been popular, but only traditional methods cannot be enough, and in today’s complex business world, newer methods must be used.

Remarketing is one of the most effective methods for online businesses. It is clear that the visitors who enter your website do not make a purchase on the first visit, or they may proceed to the stages of purchasing the product with doubts but do not complete the purchase process. If the goal of your business is to convert these types of visitors into customers, using a remarketing strategy should be a vital priority.

What is remarketing, remarketing?

To begin with, one must first understand the exact meaning of remarketing. Remarketing (also known as remarketing or retargeting) is advertising that directly targets people who have already visited your website at least once. When these visitors leave the website, even if they have not bought a product from you, they will see your ads on related websites on the Internet, and these ads are exactly the starting point of the story. These ads can be PPC ads, they can be banner ads on your partner’s websites, or… So, in general, remarketing or remarketing is a strategy that allows you to reconnect with potential customers and current customers when they are searching on relevant pages on the Internet. These potential customers may have opened your website just out of curiosity, but in the future, when they see your brand again in the corners of the Internet, your name will remain in their minds, and when they need to buy a product, they will likely be the first. It is very high that they choose to buy you.

For this reason, remarketing is one of the most important ways to increase customer conversion rates, especially in the long term. Of course, doing most marketing strategies requires high tolerance and you should not expect results in the short term, but the results will be valuable.

Why is remarketing important?

  • One out of every five businesses has set aside a special budget for remarketing.
  • On average, 30% of customers respond positively to remarketing, while only 11% ignore it.
  • The average click-through rate for display ads is around 0.7% and the average click-through rate for remarketing ads is around 0.7%.
  • Many companies have been able to have 50-60% more customer conversion rates through remarketing.

Types of remarketing

Standard remarketing

In this type of marketing, which is the most common type of remarketing, ads are shown to previous visitors through the Google Display Network and social networks such as Facebook and Twitter. In this type of remarketing, visitors who search for their desired keywords through Google are targeted with keyword-related advertisements. For example, if you search for the Heat map tool on Google, you will see a remarketing ad from the data analysis tool Hotjar, encouraging the visitor to sign up for a free trial of the program.

Dynamic remarketing

Dynamic remarketing, also called dynamic remarketing, makes it easier to target customers who are interested in a particular product or service of yours. Naturally, you can’t use the remarketing tag for all the products on your website, and instead, you can send a feed to Google and request that at the beginning of the ad search, it will show you to visitors who have recently seen the same product or service.

This method is especially suitable for online stores that have a wide range of products and many repeat customers.

Video remarketing

This type of remarketing is mostly used on YouTube and shows the ad to visitors who have recently watched a video on the website or YouTube. These videos can be placed at the beginning of your video on YouTube or in the middle of your video (if it is placed in the middle of the video, the user can immediately reject the ad, but at the beginning of the video, after a few seconds, they can do this). These videos can also be placed in the upper right part of the screen.

Email remarketing

Email remarketing is done in two ways:

Display ads on different websites to users who have opened at least one email from you

For example, AdRoll is a digital marketing and remarketing service that uses Facebook feeds to display remarketing ads to target users who have opened at least one email from a brand and clicked on that call-to-action link. but have not completed the purchase process.

AdRoll’s Facebook ad both reminds the user to visit AdRoll’s website and shows them a vision of how they can remarket their brand through this service.

Sending e-mail encouraging to buy to users who visited your website at least once but did not complete the purchase process

In this method, the brand tries to encourage the user to buy by sending an email to the user who left the website and saw a certain product but did not buy it. This encouragement can be in the form of a discount offer or a gift. A call-to-action link is included in this email so that the customer can directly enter the purchase process.

It doesn’t matter which type of remarketing you use, what’s important is to send smart ads or personalized emails to targeted and categorized lists of users to best understand the customer’s behavior. You have understood him.

How to do remarketing remarketing

In the next step, the question arises, how is remarketing done at all? Fortunately, remarketing is very simple to implement and you can easily implement it on your website. This is done by Google Ads. All you need to do is to implement a remarketing tag on your website. You can put this remarketing tag on any page of the website you want, but naturally, it will be more effective when this tag is placed on pages that are less seen or on specific products that you want to increase sales.

For example, let’s say you have a product on your website that the first-time visitor doesn’t buy immediately, or on a larger level, you have a luxury product that the customer wants to research before buying to be sure and then make the purchase. This issue can even apply to a competitive product, other brands have the same product and you want to promote your product, just put the remarketing tag on the desired product page so that the potential customer can promote it later. See the specific product.

When a visitor visits a particular page, a cookie is left in the visitor’s browser, and even if he leaves your page without buying a product from your website, at other times if he performs a related search, on the website Your ad will be shown to him through the Google Display Network. These ads can also be customized based on the customer, which gives you more control over your strategy.

Remarketing and click advertising go hand in hand and similar techniques are used for both. This means that you should be careful in choosing the best keywords and categorizing your customers to deliver the best message to the customer.

Benefits of remarketing

Remarketing has many benefits for businesses. First and foremost is the enormous potential of this strategy to convert regular visitors into loyal customers.

If the remarketing strategy is implemented in a correct and targeted manner, it can continuously and effectively increase the optimization of the customer conversion rate for the business. This strategy is the most reliable way when the customer has done his research and is planning to buy, and you can show yourself to him.

Another benefit of remarketing is its low cost, so even small businesses can use it. The cost of this strategy is less because you are not competing for the keyword position in Google search, instead, you are investing in visitors who have already met your website once.

In the remarketing strategy, you can adjust your ads based on the product you want to focus more on.

4 tips for institutionalizing the brand in the customer’s mind

As we said, the main goal of remarketing is to remind the customer of your name and brand at different times so that you are his first choice when he decides to buy. Here are 4 tips that will help make your remarketing strategy more targeted.

Categorize customers

Every business knows the fact that not all website visitors are the same, so showing the same ad to all of them is not effective. In remarketing, you should keep in mind the important point of categorizing customers so that the different intentions and behaviors of website visitors can be better revealed to you.

It is better to divide customers into different categories based on your marketing and business goals and determine exactly in which part of the sales funnel the customer gets stuck and leaves the purchase process.

Segment the parts of the website that have more traffic (with at least 5,000 visitors) to be sure that you are investing in an important part of your website.

To make sure you are not using duplicate people in your categories, factor in visitors who are categorized.

The recency of visits in the category is the most important factor. For example, users who visited your website or product just a few hours ago are more likely to become your customers than someone who visited your website two weeks ago.

Pay attention to the fit of the interest and the related product. For example, if the visitor visits your blog section and is interested in educational content, you can place it in your webinar section.

Create persuasive calls to action

Whether you are remarketing on Facebook Twitter or the Google Display Network, you only have a small amount of space to present yourself and make an impact in a few seconds, so you need to design your banner very smartly to be seen within seconds. Many businesses entrust the design of their campaign banner to a minimalist so that they can be seen in that small space with only an impressive image and a clear message. So your call to action must be persuasive, clear, and concise. The image used in your banner is also very important. Use beautiful and powerful images with dominant colors that can attract the user’s visual attention in the shortest time. Simplicity and proper size are two key factors. Now go back and take a look at your user categories and try to prepare a persuasive and effective call-to-action message based on that.

Encourage the customer to buy more

Suppose you implemented remarketing operations and got good results from it and reached a high customer conversion rate. But do not forget that this is not the end of the road and you should not stop trying. Try your luck to buy again your new customer who just bought from you.

You should not forget that if you use the remarketing strategy, it means that the customer has connected with your brand before and now has more confidence to buy from you, and the probability that he will buy from you again will be high. For example, suppose a customer bought a car from you, add the same customer to another list and show him car accessories for purchase.

Review your strategy

One of the reasons that makes remarketing more attractive is the ability to test it to see if it works according to your criteria. In this case, you can see the impact of the campaigns and, if necessary, change the variables to improve the strategy. In remarketing, A/B testing should be done for each type of user. However, before you start the review, you should have defined the measurement criteria well, in the sense of what should be the measure of the success of your campaign. For example, do you want to achieve a 15% conversion rate?

Testing the results not only makes you understand what exactly works and what doesn’t but also makes you get to know your audience better and understand what their needs and wants are and what their behavior and preferences are.

The good thing about this test is that you can use this information not only in remarketing but also in your other digital marketing campaigns.

First, you need to choose criteria to measure the strategy that can be measured. You should choose these criteria based on your marketing goals. For example, is your goal to reach more profits or to reach more visitors?

Then decide how you want to measure these metrics. For example, can you see conversion rate changes from Google Analytics?

In any experiment you do, change only one of the variables and keep the rest constant. For example, change your call to action for a week and compare the results with the original call to action to see which was better. The reason for keeping the variables constant is that the impact of each variable can be reliably checked separately.

Strategy testing allows you to choose the best platforms and channels for remarketing and focus your targeting on that specific platform.

Make your creativity different for this type of advertising and don’t be afraid. Offer different and new offers and try to make your advertising more creative.

Designing Content Remarketing Campaigns

You know that content marketing is effective, so you’ve been working on blog posts, e-books, and other valuable and educational content to attract your prospects. People will come and find your content in search results and their social media feeds. But they may not fill out a form and leave immediately. Of course, it’s not always because they’re not interested in your content. So how do you re-engage visitors who have left your site? Attracting the attention of the viewer to convert him into a follower and leader is an effective marketing tactic, and if you neglect it, you are missing out on more profit.

As we mentioned, remarketing creates these opportunities:

  • Convert visitors who have previously left the website to leads
  • Increasing brand name recall (and thus increasing the likelihood of showing up in searches).
  • Increase visitor rate and engagement rate
  • Increasing the efficiency of SEO and content-based marketing

An accepted statistic in the industry is that 96% of people who visit a website leave without doing what the vendor expected them to do. Remarketing gives you a second chance to make your first impression (and even a third or fourth time). In order not to pay the price of being forgotten, we must have more catchy content.

What is Google Display Network?

The Google Display Network consists of a collection of websites that can receive your ads, including banners and so on. There are more than 2 million websites in this network, including the most visited sites such as YouTube. Google estimates that GDN can reach 90% of people on the Internet. Who your content is shown to and how often depends on your target audience (which we’ll cover later).

Description of some examples of remarketing campaigns

To further emphasize the opportunity that remarketing has to offer, there is a wide variety of campaign types that may be of interest to you.

Online activity

By far the most common remarketing tactic is attracting an audience based on their behavior on your website. Your options here are almost infinite. Using parameters such as the number of page views (indicating a high level of interest) or by which pages were viewed (indicating intent).

Here are some ideas for these types of activities:

Targeting based on the customer journey stage

Your blog posts are exposed to buyers earlier than other pages on the site. This means that according to their decision, you present an advertisement that encourages them to continue browsing instead of buying. Targeting based on category or topic – imagine you own a bakery; Why should you show general ads to the audience who came for your wedding information? Instead, you should offer them a more exclusive promotion about wedding cakes and desserts.

Targeting with specific intent

Aside from the topic, there are many things you can learn from the behavior of your site visitors. For example, a visit to a product page shows interest, but a lack of a visit can mean an expense or other problem. This means you have to sweeten the deal in some way (for example with an ad or discount).

Previous purchases

You can also target those who have completed the purchase process and encourage them to buy more with ads.

YouTube TrueView

People spend billions of hours watching YouTube ads every month. You may have your content on YouTube, but the number of views is not what you expected, or your audience does not know that you have interesting video content. Using YouTube TrueView ads, you can attract the attention of your audience while watching other videos.

View videos

Speaking of YouTube, your visitors don’t even need to log into your site to engage with them again. If you have a strong presence on YouTube, you can count on video views to attract an audience. If someone watches one of your videos, you can create a display campaign that shows your ads even beyond the YouTube platform.

Remarketing Lists for Search-Based Advertising (RLSA)

This is an interesting but advanced thing you can do. It’s a bit complicated but I promise it’s great. RLSA allows you to show specific ads to specific people in your audience based on the keywords they have searched on Google.

For example, assume that someone has visited your site. You bookmark him and now he is your contact. That person will then look for a site similar to yours. This probably means they are doing comparison shopping. You can target that buyer by using a specific ad like a discount code or something similar. Knowing that the person has visited certain pages on your site and is doing certain searches can help you show specific ads. and forcing them to help.

Remarketing through Facebook

GDN’s big absentee is Facebook, another big player on the web. Because they have their marketing system through Facebook Custom Audiences. This method works in the same way, the only difference is that ads are shown to users within the Facebook platform.

How to create a remarketing campaign using Google click ads

As I said before, using GDN for remarketing keeps your hands open. Generally, you can find the number of hits you get every day, and that’s several days a week, and on many different sites.

1. Determine your audience

One of the first steps in marketing is to determine the audience you want to serve. For example, you can build your audience from people who have visited your blog or from people who have visited specific pages on your website, such as the pricing page. This allows you to reach only these people and attract their attention with discounts.

Create a new remarketing list in Google Ads to determine your audience. Google itself will set up cookies. All you have to do is decide which visitors are in your audience.

Categorizing users allows you to show them different ads depending on which part of your site they visited. Its secondary advantage is that your feedback will increase you will get a better ad position and you can drive visitors to more important parts of your site. For example, your data may show that visitors to your price or product page are more valuable than those who visit your blog.

Another creative strategy for content-based marketing is to define different audience categories in Google ads based on the category of your blog posts. If you already have a lot of your blog content categorized by topic, you can apply those categories to your marketing strategy.

2- Specifying the duration of the audience’s access to the ad

In remarketing, audience access time is the number of days you show your ads to them. For example, if I set it to 60 days, visitors to my site will see ads for 60 days. You can try it out or manipulate this number to see what works best for you and your audience. Advertising fatigue is something that exists in every industry and space, such as television, radio, print, and also internet advertising. Now I want to address a concern I’ve heard from some other marketers: that such aggressive marketing will make your prospects feel uncomfortable. Let’s dive into the facts and see how weird and unusual remarketing is.

According to Kenshoo statistics, re-display can increase the ad engagement rate by 400%. 60% of consumers do not feel strongly about the content of the ads shown, and 25% say they like them. Wishpond reports that the average click-through rate on Redisplay ads is 10x higher than regular display ads, and Redisplays can guarantee up to 726% more traffic after four weeks.

So listen to the alarm that people visited your site for a reason and past browsing history is the most important predictor of future purchase intent. It is worth giving more feedback to our marketing and increasing the duration of audience access to the ad to see what happens. As long as your offers and messages are targeted and have value, they will not be strange. My suggestion is that:

  • Try to consider the duration of audience access to the ad as three times the time spent in your sales chain.
  • If it normally takes a week from the first visit to the sale, set the lead time to three weeks.
  • Don’t care too much about the amount of feedback, but remember that more feedback equals more interaction with your audience. To combat ad boredom, display different ads throughout a period.

3- Making effective advertisements

Now that we’ve talked about defining your audience for remarketing, let’s focus on how to create effective ads.

Write copy that touches the reader’s emotions

According to neurosciencemarketing.com, emotion in advertising is nearly twice as effective as a logical approach. The same emotion that draws the audience to your content will lead them to click on your ads.

The main issue here is to create an ad that connects with users on an emotional level. Avoid boring and straightforward ads that contain information and look like other ads and instead, use an ad that connects with your audience on an emotional level.

Content-based marketers are uniquely qualified to become ad-click marketers. Why? Because the success or failure of click-based marketing depends on the creativity of your ad. For example, take a look at the following ads in Big Data search. They are all the same.

On the other hand, content marketers are fundamentally more creative. If you can create an ad that stimulates emotion and is different and catchy at the same time, then you can beat the competition.

4. Constantly optimize CTR

Google will not make money by serving ads that no one clicks on, so it will show ads that have feedback. They use an algorithm called Quality Score to determine which ads are shown where and how much the advertiser is charged for each click. Also, to encourage advertisers to create better ads, they will consider special discounts for ads that have a high click-through rate, while at the same time, they will make the ads with a low click-through rate hot silver.

All of this sounds good on paper, but how do you build an AdZi with a high click-through rate?

1- Show your valuable offers to users

What should you display in your display ads? The most common tactic is to promote the most valuable offers.

2. Analyze the path of conversions

The purpose of this work is to find out which page or pages the user visited that led to his conversion into a lead or buyer. For example, the most important page on your site that can convert a user into an actual customer is your product review page. Make a list like this and bookmark those pages in your marketing audience.

3- Display your best content

But what content should we include in our ad?

4- Analyze the shared content of your blog on social networks.

If you consider the content of your blog, what you will notice is that about 5% of your pages contain half of the content shared on social networks.

For example, I looked at all the articles on a business blog for the past year and found that, on average, a typical article gets shared a few hundred times on social media. Although 5% of articles are shared hundreds of thousands of times. Surprisingly, we found that the same things that work well on social media can work just as well on content displayed in ads.

5. Measure budget management (bid).

Now that you have found your audience and achieved the scientific method of advertising, let’s move on to bid management strategies.

Remember that in PPC advertising you have to pay for each click. The advertiser specifies the maximum amount that he is willing to pay for each click, but what is meant here is the possibility of not buying each click, instead, you can select each click that is most relevant to your business, which should be managed by the bid manager.

It doesn’t make sense to show ads to all of your audience. Why? Because not everyone who visits your site is eligible to buy. You can cover your audience with the statistical information of their users by using Google ads and even find the needle in the haystack. For example: suppose someone from Zimbabwe visited your site, but because you can’t send goods there, they won’t become your actual customer.

This is when knowing your target customer persona comes in handy.

  • How old are they?
  • Do they have children or not?
  • Where do they live?
  • What is their gender?
  • When do they search for your products?
  • How much is their income?

You can be more strict and only consider audiences that match statistical information. You’ve done your research, you know your topic, and you have something interesting and entertaining to say, but sometimes you need to push harder. As individuals and brands have become publishers, the game has become tougher and the competition is fierce.

By using remarketing, Hubspot on WordPress increased the number of consecutive visits to the site by 50%, tripled the average read time, and saw an increase in direct visitors. In short, content-based marketing has increased the value of the smallest production content. By using it, we have been able to display any content with any intention and at the right time and direction.

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