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Remarketing: Bringing Potential Customers Back

So you’re driving a ton of traffic to your website. Fantastic.

You can tell from your analytics that people are engaged. They’re viewing multiple pages per visit and spending a lot of time digging around. Great. How about conversions? Maybe you’ve got a 5% conversion rate. Splendid. But flip that on its head. 95% of the visitors to your site are leaving without converting. That’s a whole lot of potential business walking right out the door. So how do you get back in front of them? The answer is remarketing, also known as retargeting. Remarketing allows you to get back in front of users who have shown interest in your brand or website but left without converting. There are several platforms you can use for remarketing, such as Adroll, but for the sake of this article, we’ll focus on remarketing in Google Adwords. Let’s take a deeper dive, and as a general example throughout the post, let’s say we have an e-commerce sporting goods store.

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Different Types of Remarketing

There are generally four types of remarketing:

  • Site—The most common type of remarketing, site remarketing essentially involves following users who have visited certain pages on your site and targeting them with ads wherever they go. The goal here is reengagement. It’s great for staying top of mind and typically produces good returns.

  • RLSA (Remarketing List for Search Ads)—Here, instead of following users around, we retarget users based on search queries within search engines. If Bill visited our Callaway golf clubs page and then searches for new golf clubs on Google, we can show our Callaway ad directly on the search engine results page.

  • Social—Similar to site remarketing, social marketing involves serving relevant ads across social media platforms.

  • Email—If your business uses email marketing, you can retarget users who clicked through to your site and browsed but didn’t complete a purchase.

Why should I be using this?

Remarketing helps you stay in front of customers and top of mind even after they leave your site. In addition, because of enhanced segmentation and targeting abilities, coupled with the fact that these customers have already shown interest in your brand, remarketing produces high returns across fairly low CPCs (cost per click).

How do I go about it?

So now that you know the basics, let’s talk implementation.

  • First, you’ll need to add a remarketing tag to your website. This tag is simply a small snippet of code that adds visitors to your remarketing list based on the criteria you’ve set up. If your site already has a Google Analytics tag set up, you can use that instead of adding the remarketing tag.

  • Once you’ve tagged your website, it’s time to create your remarketing lists. This is where you can begin to get very granular with your targeting. Each list contains a set of entry criteria. Take our prior example for instance—we could set up a general list that targets all non-converters to the site, but let’s be more specific. We can set up lists for all of our product categories. Our basketball list will include visitors to any basketball related pages that did not convert. Our football list will do the same thing for all football related pages. By using rules, you can create as many lists as you want without adding more tags to your website.

  • Finally, build campaigns around the lists you’ve created. Each list can have its own distinct creative and messaging. Plus, you can set specific budgets and even select certain placements where you want your ads to be seen.

  • A best practice when doing remarketing is to use smart burn pixels. If someone comes back to our site via one of our remarketing ads and buys some Callaway golf clubs, we don’t need to show them those ads anymore. Overexposure can quickly result in decreased campaign performance and wasted dollars.

Remarketing can be one of the most useful tools in your digital marketing arsenal. When used properly, it can provide some of the highest returns for your marketing dollars. Does this feel like something your company could benefit from but might need some help in the process? We’ve got you covered. Here at Trone Brand Energy, we’re experts in remarketing and all things digital. Give us a call at 336.886.1622 or contact us.

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