How to Create Remarketing Campaigns that Drive Growth

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Tech companies often fall back onto remarketing because they offer far more complex products and a slower sales process than other industries. So much so, that research from Enlyft ranks financial services, computer software and IT services as amongst the top 10 users of Google Ads.

Remarketing campaigns, essentially, allow your company to follow potential customers around the web and drops subtle reminders to make a purchase. A technique that helps brands stay at the forefront of customers’ minds in a world filled with intense competition and distraction.

What is Remarketing?

Remarketing involves targeting prospects who’ve interacted with your brand and visited your website. It allows advertisers to track prospects’ internet activity and serve ads based on the actions they’ve taken such as the pages visited, products/services viewed, time spent on site, and much more.

These insights are all possible thanks to website cookies, which saves users’ information every time they visit a website on their computer or mobile device.

Arguably the most common form of remarketing is the Google Display Network, which includes tons of websites and apps. If you use Google AdWords, then you may already have remarketing ads that appear throughout the Google Display Network. But, there’s more to remarketing than just Google Display.

You can also create remarketing ads through social channels such as Facebook and Twitter. As there are millions of users on these social channels, they provide a great platform for reaching prospects. Compared with display ads that scream ‘pushy sales’, programmatic native ads blend in with the content an Internet user is already consuming.

Remarketing vs Retargeting: What’s the Difference?

Both remarketing and retargeting share the same goal: to capture leads who’ve yet to convert. As a result, these two terms are often used interchangeably.

However, they use different strategies.

Retargeting involves creating ads for potential customers based on cookies while remarketing usually deals with email campaigns that re-engage customers in their inbox. For example, a remarketing campaign might include emailing a customer after they’ve visited your website and left an abandoned shopping cart.

Discover the Benefits of Remarketing

Remarketing has many benefits, regardless of industry or sector:

  • Awareness.As tech products and services typically have longer sales cycles, remarketing is a great way to stay in front of prospects. By reminding them about your brand, you increase brand awareness, which also boost customer trust and loyalty.
  • Conversions. Since remarketing repeatedly shows prospects your marketing messages, they become more familiar with your brand and eventually this builds enough trust for them to feel more comfortable clicking through the ads to return to your site and make a purchase.
  • Retention. Remarketing current customers ensures they remain loyal to your brand and don’t switch to another provider. It’s also a great opportunity to encourage past customers to repeat their purchases, buy another item or continue enjoying your product.
  • Reactivation. Remarketing is a great way to reach out to people who’ve made a purchase or used your product. By re-connecting with these prospects, you can hopefully encourage them to become active again.
  • Growth. Remarketing not only increases conversions and sales but also generates more revenue for your business and drives your company’s growth and success. Since it’s relatively inexpensive, you can make the most out of your ad spend and see significant ROI.

Proven Remarketing Strategies to Improve ROI & Drive Sales

Remarketing goes far beyond simply showing an ad to someone that’s visited your site. By implementing one or several of these proven strategies, you can increase engagement, make sure you achieve the highest return on your investment and drive sales.

Time-Based Remarketing

Creating a sequential or time-based remarketing campaign allows you to move beyond a simple one-step sales process and embrace a more complex customer journey.

Most customers wait before making a purchase, especially if the purchase comes with a high price tag or long commitment like an annual subscription. Lag time is the time between when a customer first interacts with your brand to final conversion. You can see your customers average lag time by going into Google Analytics, under “Conversions” and clicking the drop-down button for “Multi-Channel Funnels”.

You can then use time-based remarketing campaigns based on how long it’s been since customers’ first point of contact and then display targeted, personalised ads. For example, a prospect that visited your site weeks ago might need more convincing. So, you can show them an ad that offers social proof or explains why your product is better than competitors.

Location-Based Retargeting

Location-based retargeting allows you to target customers who’ve already expressed an interest in a specific location. This is a great opportunity for companies that operate in multiple locations or markets.

When someone visits your location page and creates a cookie, you can track their behaviour and show your ads to them. This allows you to target location-specific specials to a very precise, local audience.

Intent Mapping

As customer’s become more advanced, digital marketing is starting to move from computer-centric (keyword stuffing anyone?!) to customer-savvy approach. Intent mapping falls naturally into this second category as it focuses on the customer’s intent and how to move them along the sales’ funnel.

For example, Google gathers information on users’ behaviour based on the terms they type into the search bar. Understanding these queries and where they fall in your customer journey can help you determine where someone falls in the sales funnel. And, you can then tailor your remarketing ads and digital content accordingly.

Someone who searches for ‘black adidas trainers’ they’re closer to conversion than another customer that searches ‘men’s trainers’. Take this a step further, someone who searches ‘best deal on black adidas trainers near me’ will probably purchase today, if not in the next hour, and they’re in a hurry to do so.

Targeting high transactional customers with your remarketing campaigns can bring back customers who’ve left items in their shopping carts and help them get over the final barriers to purchasing.

To do this, you’ll need to set up every page to collect data on your customers as well as your remarketing audiences. Then arrange these audiences based on their forecasted business value, ranking in order of least likely to most likely to convert. Customers most likely to convert are those that have visited your price page, added an item to their basket, started a free trial or demo but haven’t purchased yet.

Page/Product-Based Retargeting

Page/product-based retargeting is suitable for when a prospect views a specific page on your website.

Say, for example, you’ve launched a marketing campaign for an e-book. You can then use product-based retargeting to create ads that direct people to download your e-book after a visitor browses a specific product page or article on your site.

Search Retargeting

Not using search retargeting is a missed opportunity for high-volume businesses. However, it’s only really relevant for sites with at least 1,000 visitors a month.

Google’s Search Network allows you to display your ads next to search results when someone searches with terms related to one of your keywords. Using Remarketing Lists for Search Ads (RLSA), you can customise your search ad campaigns for people who have previously visited your website.

Remarketing Strategies for Current Customers

Many companies mistakenly believe that remarketing is only for attracting new customers. But, this simply isn’t true.

Remarketing for current customers encourages even more growth of your company as these prospects have already shown an interest in your product or services. So, they’re more likely to buy another product from you than new customers. Research shows it’s five times more expensive to get new customers and clients than to encourage repeat orders.

By targeting current customers, i.e. prospects that are most likely to make a purchase, you can get the biggest bang for your buck.

How to Retarget Current Customers

There are many ways to retarget current customers.

  • Upselling. You can use upselling to encourage a customer to add on services or purchase a more expensive model.
  • Cross-selling. With cross-selling, you promote additional, complementary products or services to an existing customer.
  • Fear-of-Missing-Out. By inciting fear of missing out or FOMO, you can persuade an existing customer to make a purchase. For example, you can send them an email about a limited-time offer or the scarcity (i.e. only five left!) of your product or service, which motivates them to buy now because they don’t want to miss out.
  • Account-Based Marketing. Account Based Marketing (ABM) allows you to identify accounts with the biggest impact on your business. So, you can then focus on retargeting these customers with specific, personalised messages.

Useful Remarketing Tools

Now that you’re familiar with remarketing and the different strategies, it’s time to discover some of the remarketing tools that can make your campaign more efficient and streamlined.

  • Google Adwords. You can remarket prospects when they visit your landing pages synced with Google Display Network/Google Adsense, watch your YouTube videos, or use an Android app. Static remarketing, dynamic remarketing, RLSA and email-list remarketing are all different remarketing methods available on Google.
  • Adroll. Adroll has access to Google, Facebook Exchange, Yahoo, LinkedIn and Twitter, which makes up about 95% of the internet. It uses cookies to allow you to send targeted ads once someone leaves your site.
  • Retargeter. Retargeter offers web, Facebook, CRM, audience, search, and dynamic retargeting solutions and was designed to help you reach the 98% of users that don’t convert on their first visit.
  • LinkedIn Retargeting. LinkedIn retargeting allows you to reach out to LinkedIn members who have visited your website. You can choose the type of audience, including current position and company, to make sure your message goes to the right people making LinkedIn retargeting a popular choice for B2B businesses.
  • Facebook Retargeting. Facebook retargeting allows you to create a list of custom audiences based on website visitors, email subscription list and mobile app users and then reach these audiences where they’re most social.
  • Criteo. With Criteo, you can access a variety of tools, from campaign operation to automated bidding, retargeting and creative. It’s primarily used for personalised advertisements through Criteo Dynamic Retargeting.
  • Perfect Audience. Helps bring back lost site visitors by showing and tracking ads across platforms. Perfect Audience improves campaign coordination by making it easy to manage ads across various channels such as Facebook, Google, and Twitter.

How to Create a Remarketing Campaign

You can start building a remarketing campaign by using a CRM software or customer relationship management solution. CRM systems allow you to manage customer data and upload it to a variety of ad platforms such as AdRoll, Facebook, LinkedIn, Twitter, and Google for RLSA.

Or, alternatively, you can install a pixel/line of code supplied by each of these platforms onto your website. Google Tag Manager makes this easy to set-up.

Setting up remarketing campaigns is pretty similar across all platforms. But, here are a few examples to get you started.

Google Ads remarketing campaign:

  1. Sign into your Google Ads account.
  2. Click the + button to create a campaign.
  3. Choose a goal for the campaign.
  4. Select the campaign type.
  5. Choose “standard display campaign” and enter the URL of the site where you placed your remarketing tag.
  6. Name your campaign and specify your proposed bid and budget.
  7. Create an ad group.
  8. Under audiences, click “how they have interacted with your business” and choose the remarketing list you just created.
  9. Create your ad.

Adroll remarketing campaign:

  1. Set-up an Adroll account
  2. Place your Adroll pixel in your site code
  3. Activate your Adroll pixel
  4. Integrate Facebook, Safari and CRM lists into Adroll
  5. Create your static or dynamic ad
  6. Make sure your ads are formatted correctly
  7. Establish and set your remarketing goals
  8. Submit to Adroll

LinkedIn remarketing campaigns:

  1. Select your account
  2. Navigate to account assets > matched audiences > create audience
  3. Click website audience and assign your audience a name
  4. Add website URL
  5. Place insight tab on your website
  6. Click create.

How to Remarket on YouTube

On YouTube, you can remarket with a video, banner, display ad if a user:

  • Viewed any video from a channel
  • Watched certain videos
  • Subscribed to a channel
  • Visited a channel page
  • Liked any video from a channel
  • Added any video from a channel to a playlist
  • Commented on any video from a channel
  • Shared any video from a channel

You can also integrate your YouTube ad campaign with Google Display Network.

The Importance of YouTube

While it’s easy to dismiss YouTube as a platform for ‘young kids’, doing so would be a mistake.

YouTube is actually the second largest search engine, falling behind Google. It welcomes over 1.5 billion logged in users per month, which presents unique remarketing opportunities. Since you don’t have to log-in to search Google, Google can’t collect specific information about its audience and can only make educated guesses about a searcher’s demographics.

YouTube, on the other hand, has billions of ‘authenticated’ journeys a month. So, allows you to target a specific audience more accurately than other search engines.

Learn more about YouTube and how you can leverage it to maximise your marketing campaigns here.

Companies Already Using Remarketing

 

Myfix Cycles

Myfix Cycles, a bike retailer, creates retargeting campaigns for three groups of customers:

  • People who visited the website in the last 14 days.
  • People who added a product to their cart in the last 14 days.
  • People that purchased in the last 180 days.

By targeting these users, the company generated a 1,529% ROI on their ad spend and achieved a 6.38% click-through rate on ads.

CrowdStreet

CrowdStreet, a SaaS company in the commercial real estate (CRE) funding industry, wanted to update their brand by launching an ABM campaign to target their three unique audiences: sponsors, investors and CRE influencers. The campaign involved email outreach to influencers and digital ads.

eBags

eBags automated their retargeting bidding process by using the AdWords Return On Ad Spend (ROAS) tool to create RLSA and Gmail Sponsored Promotions. These promotions aimed to cross-sell related products to customers who had recently bought a product from other retailers. This approach allowed them to increase their revenue by 15%.
 

Start Your Remarketing Journey

Remarketing can provide a great return-on-investment and is often a savvy way to drive sales, boost customer retention and attract new prospects. Once you get the hang of it, remarketing is also easy to set-up and remarketing typically delivers a higher ROI than prospecting.

Find out more about remarketing at Growth Gorilla, the experts in growth marketing.

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