When you think of remarketing (otherwise known as retargeting) what comes to mind? Whatever view you have in mind, there is probably a wider range of options available to you. Today you can remarket potential customers in a variety of ways. From unique ad formats, to different platforms, you’ve got a lot of options available to you.
While there are plenty of inbound marketing techniques that can help you draw your audience in, there is going to come a time when you need to remarket them. Bring them back. Nudge them closer towards converting.
If you need a quick refresher on what remarketing actually is, simply put, it is the act of marketing again to users who have already engaged with your brand in some way. In most cases, that means they’ve visited your website or landing page. They have shown some initial interest in your brand, but haven’t converted yet. With remarketing, you can remind these users of your brand or products they’ve looked at to get them closer towards conversion.
You’ll be happy to know, if you didn’t already, that remarketing works incredibly well. Click through rates of retargeted ads are 10 times higher than standard display ads, and users who are retargeted with ads are 70% more likely to convert.
Sound good? We thought so. Now let’s discuss how to make that happen. Here are our top 7 ways to remarket your audience.
We list social media as our first remarketing platform because of its wide appeal. No matter your industry, you can utilize social media retargeting. You already know that your audience is on social media, since just about everyone is on social media. Because people use it so frequently, it’s a great platform when thinking about high levels of visibility. There are 3.2 billion daily active users across all social media, with the average user spending nearly two and a half hours a day on social.
As with any remarketing, you want to make sure your ad is eye-catching and inspires the user to click. After all, they did leave your site. Why should they come back? Consider sharing some top testimonials, including a discount code, or even just sharing more information about the product.
How do you decide what to share? We recommend thinking about remarketing within the buyer’s journey framework. A user who has just discovered your website for the first time vs. someone who has researched your brand and added items to their shopping cart are clearly in very different places, and therefore should be shown unique ads.
Dynamic product ads are great for users who abandon their carts, for example. For a user who landed on your homepage but didn’t go further, pushing them with an ad to buy your product is not the best idea, as more than likely they are not ready to buy.
Of course, you can’t forget about classic site retargeting. This is probably what comes to mind for most people when they think about retargeting, and with good reason. It is still a viable option worth considering. After all, research shows that 3 out of 5 people notice retargeted ads that reference products they’ve looked at at another site.
As a whole, people have become used to seeing ads just about everywhere and as a result, it has gotten easier to block them out. However, by showing off a product that the user has seen before, it dials them back in and refreshes their memory about your brand.
For those users who view your website but don’t take much action (say they don’t view numerous pages or add items to a cart) we recommend filtering them by conditions like the time they spent at your website, as well as pages viewed. If they only spent about 3 seconds at your website, are they worth retargeting? Probably not. However, If they viewed numerous pages at your website, they absolutely are worth retargeting. This helps filter out people who are either not interested in your brand or who perhaps clicked on your website by mistake.
For those using Google Ads, you can learn more about creating various remarketing audiences here.
For those users who visit your website and provide their information, you can always consider retargeting them via email. Perhaps they created an account but haven’t shopped with you, have purchased from you before but haven’t been back since, or maybe just signed up for your newsletter but haven’t taken any additional action. No matter the reason, if you’ve got their email, you can retarget them.
Targeting abandoned carts can have a major payoff when it comes to email retargeting. Research shows that emails sent within 3 hours after a user abandons their cart have an average 40% open rate and 20% click through rate. That is way higher than average opens and clicks for other email campaigns, where average open rates are around 20% and average click through rates are around 2-3%.
While email is not the powerhouse it used to be, it is still an excellent option for directly retargeting users who have engaged with your brand. The above example does a great job of retargeting a user who looked at a specific item. They do have the option to purchase the item, but the email copy does a great job listing out other things the user can do if they aren’t quite ready to buy- read product reviews, check out recipes, or look at related products. Given their spot in the buyer’s journey, purchasing the item may not be where they are at, but if you can at least get them back to your website and engaging with your content, you have gotten one step closer.
This next method is not for everyone, but for those brands who have a solid presence on YouTube. Video retargeting is an awesome way to remarket to those individuals who have looked at your YouTube channel or at a specific video of yours. You actually have a lot of flexibility to build your remarketing list based on user activity on YouTube. Retarget people based on channels or videos they have seen, or even if they have just subscribed to a channel, liked a video, or added a video to a playlist. You can view the full list here.
Video continues to dominate in the marketing world. People consume a lot of video content daily, and they enjoy doing so. If you haven’t committed to creating branded video content, you might should reconsider. Research shows that nearly 55% of users want to see more video content from the brands they support.
Did you know that you can retarget users based on the keywords they use on search? You definitely can! This type of remarketing allows you to hone in on the effectiveness of your search ads. This type of remarketing is called RLSA– or remarketing lists for search ads.
Essentially, what this type of remarketing does is allow you to give a different bid for certain keywords only for users who have visited your website and are now searching again on Google. You can either give a higher bid for the keyword for users who have visited your site, or you could even go after different keywords, but only for those users who have visited your website.
This allows you to essentially put more of your resources towards users that are most likely to convert, seeing as they have already been to your website and are now searching on Google for one of your keywords. They are more likely to convert, and therefore are worth the increased ad investment. For reference, a Google case study on this type of remarketing resulted in a 161% increased conversion rate and a 22% increase in overall sales. Not too shabby.
At first glance, you might not think that retargeting a user while they are at your website is even retargeting at all, but it is! The truth is, while a user is at your website, it may be the last time they ever visit. Capitalizing on the user while they are at your website is one of the best ways to capture their information and hopefully keep them at your site longer.
How is this done? You retarget them right before they leave your website! This type of marketing is also referred to as exit intent marketing. Typically this is done in the form of a popup (like the example above) that is shown right before a user exits your website. This gives you one final chance to catch their attention. Here, you can offer them a discount code, ask that they give their information so that you can send them a lead magnet, or even direct them to another page on your website. This can help you seriously boost your email list or web push subscribers list, and is a great way to directly engage a user while they are still actively thinking about your brand.
Finally, web push is another great way to directly remarket to an interested user. While people are constantly on social media or browsing the web, the problem with that is that ads can get lost in the mix. People may use an ad blocker that removes all ads from a website, or simply scroll past an ad on social media. Emails may get marked as spam and never seen, or simply quickly deleted along with a long list of other promotional mail.
With web push? The message delivers instantly to a user on their desktop or mobile device. It’s right there for them to see, cutting through all the noise that is present everywhere else on the web. It’s an awesome way to retarget your users and get them to come back to your website.
Web push can help you with everything from increasing web traffic, to boosting form submissions, to increasing sales. Retarget abandoned carts, or even abandoned product pages with ease. Ask a user to return and complete filling out a form or downloading a lead magnet. You’ve got lots of options. It also doesn’t matter what industry you are in- web push is for everyone!
As with any remarketing tactic, you want to make sure you get the message just right in order to get the user to click. Consider A/B testing your campaigns to see which performs better with your audience, and also read up on the top elements all the best web push notifications have!
If you didn’t know before, hopefully now you’ve got a better understanding of the various ways to remarket your audience. From classic website retargeting, to the recent powerhouse that is social media retargeting, to more direct ways of retargeting via email, web push, or on site, you’ve got plenty of excellent options for remarketing your audience.
Is the idea of retargeting via web push notification appealing? You can get started for free with Aimtell, or learn more about web push by reading our Beginner’s Guide.