Remarketing (also known as retargeting) is a powerful way to increase your online sales conversions. Evidence suggests that few people make a purchase on their first visit to an online store, and remarketing allows you to attract visitors back with targeted advertising.
Retargeting techniques also allow you to raise the profile of your brand and make your company appear as big as some of your competitors. Have you ever noticed when adverts for products you've recently looked at online start to appear on other websites and social media? This is a remarketing campaign. For example, imagine you're interested in buying a new digital camera and you visit an online store to check the price of a model you like. A few hours later you're checking a social media account and an advert appears for the same camera. This marketing technique is being used successfully by many online retailers, and you don't have to be an expert to get involved.
Remarketing is often used:
- To advertise towards customers that are likely to convert, especially for products or services that need multiple visits to be bought
- To notify existing customers about new offerings, thus generating new sales
- For cross-selling and up-selling tactics
- In combination with behavioral targeting
Technically speaking, remarketing relies on cookies to target visitors who have previously visited your website. By using cookies you can target your ads rather than have a banner ad appearing to a wide audience. The service you choose for your campaign will provide code to add to your website, and the process is easy to set up.
The types of customers you wish to target and your web presence in general are a couple of factors to consider when deciding how to run your remarketing activity. Google Adwords offers great support for remarketing campaigns, although there are other options, including Facebook Ads and Twitter. For example, if you sell fashion products aimed at customers 20 to 30 years old, Facebook may be a good option, as people in this group are likely to be daily users of social media.
It's possible to display relevant adverts to people who have visited a specific page on your website. If you run a website selling overseas vacations, you could target people visiting pages about specific destinations rather than general travel. One effective tactic is to target customers who have added items to their shopping cart and later abandoned them. There are strong signs here that a sale was about to be made, and an ad appearing a few times could be all that's needed to entice them back to buy.
As with all online marketing, measuring your results is key to success in remarketing. Using Google Analytics you can analyze metrics and identify exactly where your traffic and sales are coming from. Testing different ad styles and content allows you to refine your approach and improve the click-through rate for greater profits. Unlike most other forms of online advertising, retargeting allows you to track your eCPA (effective cost per acquisition) precisely.
Some website owners have concerns that remarketing campaigns can have a "big brother" feel to them, but the majority of customers aren't aware of how they're being targeted. Remarketing is now a well established and proven method of increasing online sales.