Remarketing – The Genie in the Bottle

One of the most effective marketing methods today and in the foreseeable future is remarketing. If you’re not using it yet, we’re sure you’ll get to it by the end of this article (8 minutes read). 

What is remarketing?

Simply put, remarketing is showing an ad to people who already visited your website or app.

You might run into remarketing in its formal name, “behavioral retargeting”, “behavioral remarketing” and also simply “retargeting”.

(It’s claimed that “remarketing” was a term invented by Google and refers to Google remarketing only whereas others claim that the difference between retargeting and remarketing is in the method, cookie/pixel vs. direct mail. In any case, the most common term today is remarketing and people use both remarketing and retargeting to describe same) 

Here’s an ad created on Facebook by Quantum, for the Brand Magic Summit:

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When clicking on the arrow as seen above and choosing “Why am I seeing this?”, here’s what you see:

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As you can see in the marked above, this is an ad that is showed to a remarketing audience.

Why is remarketing good for your business?

It might sound like an obvious thing to you, but let us say this again – you can show ads to people who visited your website or a specific page/s on it. If that doesn’t blow your mind yet, let’s take it “offline”.

Imagine a world where for each person entered your showroom and asked questions about what you’re selling you could give a fluorescent yellow bracelet with a tracking system.

That means that wherever these potential clients are, at anytime, in their favourite places, whether they’re with friends or not, your sales reps could find them and present them your brand and its products again.

Imagine that instead of sending your flyers to every household in Mauritius, you could send your flyer to these exact people that were in your showroom only.

So instead of printing 500,000 copies of the flyer, which will be given to many people that are not even your potential clients, you’ll print 20,000 flyers, and 100% of them will reach potential clients that already visited your premises and showed interest in your product/service.

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“Offline”, it’s impossible to know who among the crowd visited your premises

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Online, remarketing allows you to advertise to the people who visited your website/app only

We have your attention?

Great, that’s not all.

Remarketing doesn’t only mean a precise targeting. It also means:

  • Better conversion rates. A client that visited your website, has interest in your product/service (same as a client that visited your showroom). As you know, majority of clients don’t buy the first time, but if they’ll keep seeing your brand comes up, you’ll create brand awareness. That will lead to more trust. At some point they’ll also click your ad again and reach a familiar place, your website. They will then feel much more comfortable to contact you or purchase your goods.
  • Lower cost. Remarketing saves you dollar ads due to lower cost per impression (CPM) and cost per click (CPC). In almost any ads platform online today, CPM/CPC are determined by quality parameters – CTR (click through rate), engagement, conversion. When you advertise to remarketing audiences/lists, your quality parameters are better than if this audience was unfamiliar with your product/service. The fact that your quality parameters improve, impacts directly on your CPM/CPC and by that, makes your dollar spent more valuable.
  • Improved ROI. The combination of the two above results in better return on investment. If you generate more traffic for less money and this traffic converts faster, it necessarily means you have a higher ROI.
Conversion funnel

The Conversion funnel. Remarketing increases conversion rates, decrease costs and improves ROI.

Recommended ways to use remarketing:

The most basic use of the method is to remarket to people who visited your website. That definitely works, but there are more ways you can enjoy the full potential of remarketing:

Remarketing to audiences that arrived on a conversion* page:

  • Contact us page: people arrived to this page but didn’t contact you, it’s an excellent opportunity to create an ad that drives them into leaving their details – “Wanted to talk to us? It takes three seconds to leave your details and we revert back in the speed of light!”
  • Download/Signup page: Similarly, create an ad that encourages users to download your app or signup to your service. “You’re almost there! It’s free and it takes 2 minutes only! Sign up today, no credit card needed!”. You can add an incentive to this audience: “You’re almost there! If you signup by the end of the month you get 10 extra free trial days!”

*Worth mentioning that in many platforms there’s a dedicated pixel for conversion, the “conversion pixel”.

Remarketing for e-commerce websites:

This is where remarketing gets really interesting. The possibilities of remarketing for e-commerce websites are pretty much astonishing. Here are some examples:

  • Users that viewed specific categories of products
  • Users that viewed specific products – you’re probably wondering how to keep track when you have hundreds or thousands of products as well as users. Say hi to dynamic remarketing 🙂 With dynamic remarketing you can show an ad to users with the exact products they viewed. It actually means that each user will see a different ad according to what he/she was interested in!
How remarketing works (screen shot from Google's "Use remarketing to reach past website visitors and app users" guide)

How remarketing works (screen shot from Google’s “Use remarketing to reach past website visitors and app users” guide)

Here’s what happened after we went on Booking.com and searched for a hotel in Vienna (unfortunately, not because we’re going there but for the use of this article 🙂 ):

And then this:

And this…

And then…

In this screenshot – we saw the ads in another language (Hebrew, according to the website it appeared on)

Well, you get the picture. The ads we saw by Booking.com appeared on many websites we were browsing and according to the specific search we performed on Booking.com’s website. We saw the ads in different days and even different languages.

  • Cart-related actions:
  1. Abandoned cart: one of the biggest issues e-commerce websites are facing is abandoned carts. Creative personalized ads for users that abandon your cart will bring them back to your website.
  2. Purchase: users that purchased from a specific category and you’d like to encourage them to purchase more products from the same category.
  3. Purchase: users that viewed a specific category but didn’t purchase from it (but did purchase other items).

How to start remarketing?  

It’s actually very simple! Here are the 3 steps:

First step:

On your website/app, on one page or more, place the pixel (which is a few lines of code) given to you by the publisher (the website you’d like to advertise through).

(You can also use one of the remarketing platforms that will do the work for you. If you have your own network of websites you can obviously remarket within your network).

Second step:

Create lists or audiences that are associated with your pixel.

Third step:

Create campaigns and ads to your remarketing audiences!

See here a step-by-step guide on how to create your Facebook pixel

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Create audiences of people who visited your website and create personalized campaigns/ads for them! (Screen shot from Facebook’s ad platform)

Stop wasting budgets, start remarketing

Whether your business is small or big, you have tiny or huge budgets, remarketing is one of the most cost effective ways today to build/strengthen brand awareness, reach potential clients, convert them into paying clients and make them returning clients!

Don’t waste anymore time and money, start remarketing today.

Contact us for more useful tips about remarketing!

 

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