In today’s fast-paced digital landscape, businesses always search for ways to maximize their invested dollars. This is where marketers harness the power of remarketing. You may be wondering what exactly remarketing is. Remarketing is like a second chance with potential customers who have shown interest in what you’re offering. You’re targeting them with personalized ads that’ll re-ignite their interest and solidify that conversion!
What is a Remarketing Campaign
Picture this: you’re the owner of an e-commerce shop, and a customer has filled their cart but later abandoned it. Or perhaps you own a home remodeling company, and a potential client visited your website’s bathroom page but didn’t follow through with a conversion action. As marketers, our goal is to target customers who show interest in our offering and guide them back toward completing a desired goal. Remarketing campaigns target those who have shown interest in your offerings. By creating tailored ads with strategic messaging, we’re reigniting that initial interest in these customers. Remarketing campaigns are vital in filling in the gaps in the buyer’s journey and help us achieve the ultimate goal of conversion.
Creating Advanced Audience Segments
A key factor in creating a powerful remarketing campaign is the art of creating advanced audience segments. PPC networks, like Google Ads, are extremely powerful tools, so as marketers or businesses, we must use them to our advantage to get the most ROI on our campaigns. To start, take a look at your analytics and take a look at what segments are worth noting. From there, you can create custom audience segments based on factors like the pages users visit, how long they stay on the website, if they accomplished a goal on your website, demographic info (location, device type, browser) and more.
How to Use Remarketed Segments
Now that you have created your advanced audiences, it's time to put them to work by creating personalized ads that resonate with each segment. Dive deep into your analytics to gain valuable insights and determine the most effective ad formats and messaging for your segmented audiences. For example, imagine you’ve created a custom audience for your new customers. In this case, you can experiment with the timing and sequencing of ads to ensure your brand stays top of mind for this audience, leading them closer to a conversion. By strategically placing your ads, you can maintain a strong presence and reinforce your brand's value, enticing them to take that next step. Alternatively, suppose you created an advanced audience for those who visited a specific page on your site, in this scenario, you can infer that this audience is in the market for that specific product or service. Capitalize on this opportunity by enticing them back to your brand by providing them with special offers. By tailoring your ads to address their specific needs and desires, you can create a sense of urgency and drive them toward making a purchase.
Benefits of Using a Remarketing Campaign for Your Business
Targets Already Interested Audiences
We’ve discussed what a remarketing campaign is and how to execute them, but what’s so beneficial about them? As mentioned, by strategically deploying remarketing efforts, you maintain a persistent presence in the minds of your potential customers, reinforcing your brand and value proposition. You’re continuously nurturing these relationships, by delivering personalized and highly relevant content to these specific audience segments. Custom segments that have been built based on specific user behaviors and demographic data, therefore, capitalize on that by delivering ads that cater to their specific interests, preferences, and needs. As they continue their online journey, your tailored ads serve as gentle reminders, guiding them back to your site and encouraging them to take that final step toward conversion.
Higher Conversions
Other benefits of using a remarketing campaign are the opportunity for higher conversion rates and cost-saving ability. When it comes to higher conversions, think about it, if your audience is in the consideration stage and they have been nurtured through consistent exposure to your ads online, their likelihood of completing the desired conversion on your website significantly increases. You’re tapping into that existing familiarity and trust, making them more inclined to your messaging and more likely to engage with your call-to-action.
Cost-Effective
Remarketing campaigns are also known to be more cost-effective than new customer acquisition PPC (Pay-Per-Click) campaigns. In PPC campaigns, the cost per click is driven up by having to bid against multiple competitors and other various factors. However, remarketing campaigns target individuals who have already shown interest in your offering which limits the bidding factors causing it to be more cost effective. By focusing on this interested audience, remarketing campaigns can be more cost-effective, as you're primarily paying for a spot on an ad network, like the Google Display Network, rather than competing for clicks with multiple competitors.
Take the Next Step: Optimize your Remarketing Strategy Today!
At Lau Marketing, our #1 goal is delivering the best return on your investment. Our team understands the significance of remarketing in driving conversions and maximizing the value of your marketing efforts. With our expertise and industry knowledge, we are here to help you optimize your remarketing strategy and unlock its full potential. Contact us and take the next step to optimize your remarketing strategy!