Websites selling online are facing a big problem: Fewer and fewer people are buying after their first visit to their site. In many instances, businesses must stay in the customer’s peripheral for days or weeks before a conversion takes place. This targeted visibility, the idea of staying in front of the customer’s eye, has become vital to driving conversions online.
Cue the arrival of remarketing, the process by which businesses can accomplish the difficult task of maintaining relevance with an increasingly distracted audience. Through remarketing, also known as retargeting, a business can show ads to users who have previously visited their website. As one of these visitors makes their way around the internet, your ads can be displayed to them, giving them reminders of that item they left abandoned in your website’s cart.
While remarketing to all website visitors can yield good results, the true power of remarketing is unlocked once it is paired with proper data analysis. Gathering good data will allow for businesses to execute highly targeted remarketing campaigns that increase the likelihood of conversion. Here are just a few strategic ways to effectively remarket to users:
- Target cart abandoners
- Target users who have purchased an item on the website, but not in the last 6 months
- Target individuals who have historically spent large quantities on your website
- Target visitors who made it to specific stages of your conversion funnel
Depending on goals, a business can create campaigns and set different bids and budgets depending on the value of the data segment. This way, more money can be spent where conversions are more likely.
Similarly, on platforms such as Google’s AdWords, remarketing lists can be used to both supplement existing campaigns or as the primary targets for standalone remarketing campaigns. For example, bid modifiers can be set so that higher bids are automatically placed for searchers who have previously visited a website.
There are many popular platforms that allow for easy setup of remarketing. These include:
- Search engines such as Google and Yahoo
- Video sharing sites such as YouTube and Vimeo
- Social media platforms such as Facebook and Instagram
- Millions of websites utilizing Google’s AdSense program
- Millions of mobile phone apps
Remarketing is a powerful tool for businesses seeking to help nudge website visitors into becoming convertors. The complexity of data segmentation used to drive effective remarketing is limited only by the amount of data a website collects. By implementing strategic remarketing driven by great data sets, businesses can dramatically increase online conversion rates at a profitable rate.
At Sagepath, we are well versed in best practices for remarketing with a proven track record of results. Whether customizing based on past behavior to knowing when it's time to change your messaging, we can help you keep your brand exposure to your target audiences productive, for higher conversion rates and better ROI.