So, the big question is: How do you remarket?
There are a number of different ways to reach people who have visited your website or other sites that could indicate an interest in what your company offers. This includes email remarketing and creating custom audiences on social media platforms, but those methods only target customers with whom you have an active interaction.
Marketing to visitors based on past behavior can be done in a number of ways.
- First, remarketing to visitors who have come to your website, but who have left.
- Second, remarketing to internet users who have run relevant online searches.
- Third, remarketing to users who have come back and are on your website.
The following is more in-depth information on how to start your remarketing, including a more detailed list of the main types of remarketing along with services that can help:
Site Remarketing – This is the most basic type of remarketing. Site remarketing allows you to present ads to visitors who have gone to your website but who have left by showing them ads on other websites designed to bring them back again. With most website conversion rates at under 5 percent, this can help you reach a significant number of interested people who have shown enough interest to visit your website, but who have not yet made a purchase.
A number of services offer assistance with this, but one of the biggest and easiest to use is Google AdWords. If you are advertising online, you are probably already using Google AdWords. Your current PPC manager can set this up for you, or, if you are managing your own account, search for ‘Create Your First AdWords Remarketing Campaign’. Instructions are at the top of the organic search results. You can set this up to advertise your brand or any specific product you offer.
Another interesting options is a company called AdRoll. AdRoll offers a services that allows you to not only remarket to visitors through their large network of online partner sites but also through Facebook and Twitter.
Search Remarketing – Retargeting through search means you are marketing to a user based on their search history. This is an interesting, data rich approach to remarketing. When a person uses a search engine and visits a website in a search remarketing network, the search is noted and ads for related products and services are shown on the website. In short, you can target ads to people based on what they are searching for.
A company called Chango specializes in this type of remarketing and offers access to over 8 billion search events. Google has also introduced their Remarketing Lists for Search Ads (RLSA), which allows you to remarket to people who have searched on Google for specific keywords.
Decision Remarketing – This type of remarketing is focused on your own website’s existing return visitor traffic with the goal of improving conversions for these highly engaged users. Typically, this is between 15% to 60% of your total current web traffic. Many large companies, such as Amazon, Walmart, and Target are known to do this with their websites in order to increase sales through an adaptive experience. Decision remarketing focuses on users who are already returning to your website, but who are either on the fence about making a purchase or who have already made a purchase, but might not know about other products and offerings you have. This type of remarketing allows you to show your returning visitors a unique experience based on the fact they have already been to your website, or further customized based on actions they have previously taken such as the number of return visits, specific pages they have visited, or products they have purchased.
A company called SellMeTwice offers software that lets you create a unique experience for returning visitors. You control the software, which lets you customize your site for returning visitors based on the number of times they have returned, pages visited, or previous purchases they have made.
If you are looking to grow your business, remarketing can be a great way to bring customers back and to make that second pitch to the 95% or more of traffic typically left unconverted into sales.
For more information, there are additional resources out there that can be very helpful, but we hope the information here has helped you to better understand remarketing, how it works and what it can do for your business.
Typically 15% – 60% Of Traffic Is Returning Users. These Visitors Are Often Among Your Most Interested & Engaged. This Is Why Remarketing Works So Well and Has Such A Good ROI. Consider What Modifying A Returning Visitor’s Experience Can Do.
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