Blog

What is Remarketing? 8 Popular Remarketing Strategies

Remarketing strategies

Remarketing is a clever way of getting potential customers or a specific target audience to reconsider purchasing items they checked on a website or mobile app before exiting. Remarketing gives businesses with products or services the opportunity to use targeted online ads to remarket items website visitors or mobile app users previously viewed, on their website or mobile apps, with the hope of bringing them back to the website and securing sales. The more engaging the targeted online ads are the more sales a business is likely to record.

These targeted online ads are shown to visitors or users when they leave the website or mobile app to engage in other activities online, making it appear as if the product or service they recently viewed is following them about. It can be frustrating for business owners to keep recording good traffic and low bounce rate but no sales. With remarketing, businesses can turn a casual visitor on the website or a mobile app to a purchasing visitor.

Big brands, like Amazon, have mastered this art which keeps the brand right at the top of their potential customers’ mind. That is why their ads can beautifully interrupt their customers’ activities online, draw attention to the message being passed across and show the necessary action or steps to take in order to get that product or service that they viewed previously on Amazon’s website or mobile app.

The truth is that there are a lot of things struggling to stay on top of our minds as humans but when something keeps flashing in our face or in our mind, it is difficult to dismiss or forget it. This is the aim of remarketing. And with the help of a reputable digital marketing agency, there are several strategies available to set up a successful remarketing campaign. Consider these…

Follow website visitors and mobile app users

With remarketing, businesses are not necessarily aiming to get new customers instead the aim is on getting the ones that already visited the website or mobile app but left without making any purchase.

These are the potential customers that businesses should remarket the same product(s) of interest that they did not purchase before leaving the website or mobile app. These targeted online ads would serve as a subtle reminder to them and possibly draw them back to the site to complete the purchase.

Tackle abandoned online shopping carts

Customers abandon their online shopping carts for various reasons. Businesses should be mindful about taking a step further to extract a list of customers with abandoned carts and remarket the entire online cart or items in the cart to the same customers. In addition, businesses can reach out to some of these customers to find out problems they encountered and help complete the purchase.

Using the frequency or period of purchase

Businesses can extract relevant data about customers that purchased products or services from them to understand how frequent they buy on the website or mobile app. Some customers are likely to buy weekly, monthly or quarterly. Understanding this would help businesses create a special remarketing campaign for either seven days, 30 days or 90 days for the different category of customers that buy within that time period. Businesses should be creative with the campaign, such that the ads will feature new or existing products or services that would be of interest to them.

Find similar target audience in groups

Identifying a member of a group gives businesses the opportunity to predict possible similar interests of other members of the group. This can be achieved by creating a remarketing campaign to show online ads to people with similar interests and characteristics to the regular customers. This works best on social media, where it is easier to link up with a customer and suggest similar targeted online ads to their friends or groups they join.

Cross-sell or up-sell to existing customers

Cross-selling or up-selling to existing customers requires that businesses create targeted online ads that will show their customers related, complementary or higher-end products or services that would interest them, based on their previous purchases. These ads should demonstrate value. Customers should be able to tell how valuable the product or service suggested would be to them. Using both up-selling and cross-selling methods for a single remarketing campaign might not be effective. Through various campaign tests, a business can know which of both yields more result.

Regular ad makeover

Businesses desiring to get more sales through remarketing should be willing to create as many marketing ads as possible. People often get bored with seeing the same ad everywhere. And there’s something about the human brain that makes it shut down interest in something that bores it. Businesses should keep their online targeted ads catchy and interesting by using different designs or layout to display their ads.

Use relevant keywords

People are constantly searching for something online. Businesses can set targeted online ads to appear to customers who search a certain keyword. The ads would appear when users search for items related to the products or services that the business offers. This gives businesses advantage of drawing the attention (and possibly hijacking) customers from competitors who failed to remarket the same products or services that they also have.

Use a strong call to action

If a business invests a lot into creating a remarketing campaign with the aim of drawing back the attention of a specific target audience in order to make sales, it is essential that a lot of thought is put into using a powerful call to action that would prompt the targeted audience to make a move. A compelling call to action would make them click on the targeted ad without thinking twice about it.

A successful remarketing online ad or campaign should be tailored to individuals in a target audience, have an attention-grabbing design and layout, and a very strong yet simple call to action that would propel them to click on the displayed ad to purchase the business’ products or services.