Tuesday, August 6, 2019
Have you ever browsed an online store, looked at a few items and then closed the tab, only to see those same products on different sites across the web? That’s remarketing in action, your digital shadow.
A survey by Episerver showed that 92% of users abandon their cart the first time they visit an online store. Be it lack of trust, funds or pure indecision, most customers are not ready to commit right away, and remarketing can help them make that choice. The more times you can reach a user, the more familiar they become with your brand offer, and the more likely they are to convert.
Remarketing can help keep your brand top-of-mind while you push for that big conversion. To make this work, you must understand your conversion cycle. Work out how long it takes an average customer to make a desired conversion for your brand and build your remarketing funnel accordingly. If you know your offering has a lengthy buying cycle, you can keep your brand top of mind so that once a user is ready to make their decision, your brand is the first one they think of.
Remarketing works by placing cookies (or a tracking pixel) on a user’s device that meets your audience criteria. The user is then placed in your remarketing audience pool ready to be served marketing collateral—a synergy of performance and automation. To begin tracking, all you need to do is add a bit of code to your site and let the script start capturing data. Depending on how your site is setup, this can get complicated so it can help to enlist an agency to manage the process.
Through tracking tools like Google Analytics and the Facebook Pixel, you can identify how engaged an individual is with your offering and push them through your remarketing funnel accordingly. It’s not enough to keep your brand in front of consumers’ eyes, you need to talk to them in a way that reflects their stage in the funnel. A user who has never heard of your brand should not receive the same message as a user who has already added one of your items to their cart. Targeting your customers with the right message at the right time can be what pushes them into the next stage of your conversion process. Conversely, targeting them too many times with a generic brand message can put them off your business altogether.
Remarketing in practice
There are multiple different types of remarketing to consider. Here are some different channels that aren’t your standard banner and thumbnail ads:
- RSLA (Remarketing Lists For Search Ads)
- RSLA’s display ads to users when they are searching for the keywords you’re targeting. This concentrated method means you’re serving relevant ads at precisely the right time, when a user is actively looking.
Not only can you retarget old audiences on this platform, you can use Facebook’s ‘lookalike audiences’ to expand your reach. Lookalike audiences mirror the characteristics of your existing customer list to reach users who are similar to those that have already converted. This allows you to increase the size of your audience without compromising the relevance of your targeting.
Videos offer a more visual and immersive experience than conventional text ads. A 30 second YouTube video not only gives you more time to get your message across, it can be more engaging for the customer then seeing the same static banner time and time again.
If you have the email addresses of your audience then you can deliver emails straight to their inbox with messages reminding them to come back. You can also encourage them by letting them know the item they were looking at is still available or on sale.
Getting clicks can be hard, but converting your traffic is even harder. If you take the time to personalise your messaging and nurture your customer journey you can increase both the quantity and quality of leads. Mastering the intricacies of remarketing is challenging so an agency can get you on the right track. Remarketing (done well) takes a lot of work but it’s an investment that will pay off in the end.
92% of users abandon their cart the first time they visit an online store//You can use Facebook’s ‘lookalike audiences’ to expand your reach