Remarketing helps you to reach out to your visitors again (and again :)). It is a powerful tool, that helps you to nurture the visitors so they became clients.
In the following post you will learn how to use this tool effectively.
Table of contents
Basics
Imagine, you can tag/mark every user who visited your site. With these tags, you know their behavior, what they did, where they were almost everything and you can use it to reach out again these users with a specific message.
There are several marketing models/frameworks you can use at your communication plan. One of it the See – Think – Do( – Care) model. There is not enough room to describe the whole model here, so here it is some links you can use for further information. The SignalFox have a very detailed one and Avinash Kaushik also made a great article about it.
How it is connected to this post? If you don’t want to use the power of remarketing you can’t use the whole spectrum.
Without remarketing you can’t reach out (with ads) the previous customers to transform them repeat customers, you can’t reach the visitor who is interested in your product but needs some a little bit push to become a customer.
If you don’t have a remarketing strategy you just reach the first or maybe the second step of the model. It’s like you only do cold calls without any lead nurturing. Of course, it can be successful, but you leave a lot of low hanging fruits on the tree, why don’t you harvest it? 🙂
Here it is a description about remarketing from Google:
Remarketing is a way to connect with people who previously interacted with your website or mobile app. It allows you to strategically position your ads in front of these audiences as they browse Google or its partner websites, thus helping you increase your brand awareness or remind those audiences to make a purchase.
It is not just for Google and the partner sites. There are several tools to reach you, previous visitors. Oc course, you can do remarketing on Twitter, Facebook, Quora, etc.
Remarketing tips and techniques
If you have remarketing tags on your site, you are able to re-engage all of the visitors. If someone just uses one message for all who visited her site, it’s not the best. Of course, it is more than nothing, but you can do it better.
You have the tools to make segments. There are several ways to reach out to the previous visitors based on what they have done on your site. Let’s see some.
Visited specific pages
Create segments of your site. Prioritize the page categories based on their values and create different creatives for each one.
For an ecommerce site the following page groups can work:
- Main page
- All pages – it is usually default
- Category pages
- Product pages
- Product pages based on their category
- Landing pages / Micro sites
- Cart
- Checkout
- Thank you page (after successful purchase)
Every page has different value. The visitor who visited the cart page is more valuable than the one who just opened the main page and left immediately.
I bet, if you ask the cart page visitors to come back and finish their purchase, they more likely to do it than the main page only visitors.
Shopping cart actions
If you have advanced remarketing setup, you can track cart actions:
- Added to cart
- Removed from cart
- Added 2 or more item
- Have more than $X at the cart
- Etc.
With it you can go deeper than a simple ‘seen some pages’ remarketing.
Dynamic remarketing
It can be a post or list of posts alone. With dynamic remarketing you have the spaceship, you can reach every user who has been on your site and you can show her messages based on her behavior.
You can show personalized messages in your ad. So they more likely to buy. You can (and have to) fine-tune the campaign, ads, but the tool do the big majority of the work.
Of course, it takes some time to implement the codes on your site, but it worth it. If you have Shopify, WordPress+WooCommerce, Magento, etc. you probably find solutions/plugins that can shorten the development time
Where you can use it
You can use it every major marketing platform. Of course the toolset can be different, but every platform has it pros and cons.
Google and Facebook has similar toolset, both of them have dynamic remarketing, so you can go with tha advanced setup.
There are third party tools, such as AdRoll. It displays ads on Facebook. It has it’s own algorithm, wich is different than the one that Facebook uses.
Here you can find a Facebook specific post on the blog.