Why Remarketing Makes Any Online Marketing Successful
Continuous reminders and prompts to your returning audience are where remarketing come in. No doubt, remarketing will increase the success of any marketing plan.
What is remarketing?
Once a person visits your website, however, they get there (email, ad, organic search, etc.) there’s an opportunity to gain a customer. Remarketing is when a targeted plan is implemented that continues to attract return website visitors and guides them towards becoming customers. When they return, it’s an opportunity for remarketing.
Since that user has been to your site before or interacted with your brand before in some way, marketers can influence what message is displayed. Remarketing gives businesses more control over the sales process. It allows for interacting with people who have shown interest before through targeted ads.
Why does remarketing work?
Keep in mind that 96% of people do not make a buying decision the first time they are introduced to a product or service. So, most people won’t buy the first time they go to a website. If you don’t have some form of remarketing in your plan, you’re giving up on those first-time visitors. Remarketing to your returning audience keeps their eyes on your products and services. It helps you remain at the forefront of a buyer’s mind.
Also, keep in mind how many times someone will have to visit your website or have your brand in front of them before buying. On average, a buyer requires 7 touchpoints before making a buying decision. You could be wasting marketing dollars if part of your marketing plan doesn’t include remarketing. Remarketing will also keep ads and messaging in front of customers so that when they’re ready to buy, you’re the obvious choice.
How does remarketing drive sales?
Always remember that your customers fall somewhere in your marketing funnel. Cater your remarketing plan to how consumers interact with your business at different stages. Customers have to be aware of your business, be interested, consider the products or services, have the intent to buy, evaluate other options, and finally make that purchase. Staying engaged with your target audience means you will have a bigger impact when people see your ad.
You always want to be driving sales, so it’s very important to also consider timing. Because people don’t necessarily need your product or service at the exact time when your ads are in front of them, you should always be remarketing. Having a strong remarketing plan gets you in front of them again at the right times.
Consider services like plumbing or when there’s an emergency situation. They’ll be more likely to look for and hire a service they’re familiar with so it’s suggested to have a constant flow of remarketing ads. There are several factors that drive someone to make a buying decision. Remarketing ensures you’re there when people need you.
Who can you remarket to?
The various platforms offer different options and capabilities for remarketing. You can always market to people who have been to your website. Beyond this, the platforms all have variations for remarketing options. All of the platforms have the ability to remarket regardless of how a user got to the website.
Always consider your audience size when remarketing. When doing online marketing, know that there is a difference between small and large audiences. When there’s a small audience, you have to implement a reduced strategy so you’re not annoying people. Avoid sending the same message over and over so that ad fatigue doesn’t set in.
There are lots of platforms you can remarket on. We’ll review the top remarketing platforms that most people use and where you can get the biggest bang for your buck.
Facebook has the most robust capabilities to increase and target ads for remarketing. It’s the third most visited site and the platform has so many valuable remarketing capabilities. In FB you can remarket right away to an audience of any size.
While you can (and should) make posts regularly, keep in mind that only a small percentage of your target audience will see organic posts. Running remarketing ads to various segments gets your ads to even more people. Below is a list of the helpful segments that Facebook offers for targeting with remarketing ads.
- Upload a customer list
- According to website traffic
- Those who have visited certain pages of a website
- People who have been to the website in the last 30 days or 60 days
- Several other ways to break this down and segment by traffic
- Those who interacted with an app
- Liked your page
- Those who engaged with your page or post
- Those who engaged with a top of funnel ad
- Those who engaged with videos
- Those who have watched a percentage of the video
- Those who watched 100% of a video
- Those who have messaged your page
- Those who have saved a post
- Those who have interacted with an event (interested/going/commented on)
- Those who have interacted with an ad’s lead form (viewed/filled out)
- Those who have interacted with a Marketplace listing
YouTube remarketing is done through Google Ads. For businesses that don’t yet have Google Ads but use video and want to do YouTube remarketing, it’s suggested to get it. Anyone who has viewed a video can be remarketed to but there are several options beyond that.
- Those who viewed certain videos
- Those who viewed one specific video
- Those subscribed to the channel
- Those who visited the channel
- Those who liked a video from the channel
- Those who added any video from your channel to a playlist
- Those who shared a video
Google Display Ads Remarketing
This compromises about 90% of the internet on remarketing. It is noticeable when you go to a website, and then start seeing ads for that business. Most of the time, this is done through the Google Display Network. There are limitations here because with Google you need about 1000 people for the search network and about 100 for the display network. While it’s a little more limited in audience size requirements than Facebook, you can really drill down to details on your website.
There are two different ways to do Google Display Ads remarketing. The first way is through a piece of code from Google ads that is put on the website. Or, the preferred way, is to connect Google Analytics to Google Ads. This offers more ways to connect remarketing audiences. You can start building audiences of people who came through social media or email. You can segment by new visitors vs. existing. There are options to remarket to those who have been to 3 pages vs. 1 page of the website. These website options can be broken down even more so that the different channels can be segmented differently for remarketing.
LinkedIn has the ability to do the basics of those who have visited your website. Or an existing list can be uploaded—This could be an email list or a list of people you’re prospecting. While a prospect list may not be considered remarketing because they may not necessarily know who you are yet it does allow for ad targeting. You can also upload an account that allows for targeting of particular companies to be sure they see your ad. Similar to the Facebook forms that pop up on an ads, you can remarket to those who have interacted with a LinkedIn lead gen form. Lastly, a newer option on LinkedIn is the ability to remarket according to video interactions.
Twitter does not offer as many capabilities for remarketing. Again, it has the basics of those who have visited a website before. You can also upload lists or remarket to those who have interacted with ads. Other than that, Twitter has no other remarketing capabilities.
Pinterest is also a more limited network for remarketing capabilities. It allows remarketing to those who have been to a website, a customer list, or those who have engaged with your pins or interacted with you on Pinterest.
What can be remarketed?
To know what type of content to send users for remarketing, dig deep into our website. Analyze the website by looking at Google analytics. Decide what page or pages generate the most leads. Create remarketing ads that speak to customers throughout the funnel. Consider what will move customers to their buying decision.
Content used in remarketing ads can vary and change. What works for one type of buyer will be different than for others so having a variety of remarketing content is key. Here are some types of content to consider in your remarketing
- Break down details about the product or service
- Explain more of why people buy your products (features and benefits)
- Reviews and testimonials
- Live videos and or demonstrations
- Case studies on how others have gotten results
- Blog posts that increase web traffic and raise awareness
- Company details on who you are and why you’re better than the competition
- Giveaways, discount offers, incentives
- Webinars as a good follow up option
Cross-Channel Remarketing Strategy
Keep in mind that the strongest marketing action plans utilize cross-channel strategies. Be in multiple places and always do omnichannel marketing. Make sure remarketing is set up so you stay in front of your target audience and don’t waste money on just one source.
- Be aware of how large your audience is to avoid ad fatigue
- Pay attention to audience duration
- Target by particular products and services