Remarketing: how to personalise your digital marketing & increase sales

Reading time: 5 minutes

“Did you know, you’re going to lose approximately 96% of the people who visit your site today. On average, only about 4% of site visitors convert before leaving” - Growth Badger

Have you ever been scrolling through your Instagram or Facebook feed and suddenly see an advert for the exact pair of shoes you were browsing online just the day before? Well I can tell you that it’s not a sign from above that you should buy them, but actually it’s called remarketing

The concept of remarketing is to show adverts that are relevant to a certain segment of your target audience which has previously interacted with your brand, in order to try to re-engage them. 

Back in the day, businesses may have handed out a flyer to their customers in store which promoted a certain deal to try increase their basket size or make them buy again on their next shop. Now, in a digital world, remarketing is used via advertising platforms such as Google Ads and social media adverts to encourage users to purchase a product on an online store. 

So how does remarketing work?

According to Growth Badger, the average person has to visit your website over 9 times before they will make a purchase. In order to speed up the process of getting the customer to make that purchase, we leave a ‘cookie’ in your browser to collect your (non-sensitive) information and track your movements once you have left a website. Is this legal? Yes, in fact you give us permission when you click ‘Accept’ on that pop up that comes up on a website telling you about their ‘Cookie policy’.

Once we know which pages on our client’s website you looked at, we’re able to show you their products again on other websites by creating dynamic ads through the Google Ads or social media ads platforms. You just see personalised adverts which show you something that you recognise and that is relevant to you, upping your online experience and reminding you to go and buy that product (hint hint!). 

And it works, of course. Customers who see retargeted ads are 70% more likely to convert on your website, according to Blue Corona. Big brands like Intel and Zendesk have used it to drive a 30% increase in conversion rates and a 1.3% return on investment, respectively.

So why should you try it?

As a business, you are already spending a lot of money on marketing your product or service to your target market, be it via social media, Google Ads or offline methods. You probably also spent a lot of money on building a website as your online storefront. With remarketing, you can target almost every segment of your audience at every stage of the modern sales funnel. And you can use other websites to help you, which allow you to expand the reach of your marketing much further than your own platforms.

There are plenty of reasons why visitors don’t convert on your site on their first visit: they’re just in the research phase, they’re busy with something else at the time or get interrupted, they aren’t convinced by your product yet, or they don’t see the solution they need. 

Remarketing gives you as the business the opportunity to give them a gentle nudge and show the user that in fact you do have the solution they need. Ads can be personalised to explain your product in a different way, which can be effective in changing the user’s perspective and increasing their likelihood to convert. 

The ads work because the brand and its services or products are already familiar to the user, which makes them more likely to convert when they see the brand again somewhere else. 

There are many different types of remarketing, and it’s likely that you’ve seen most of them before. Ads can be shown as pre-video ads on YouTube, at the top of Google search results, on Facebook or Instagram Stories, or as display ads on all social networks and other websites. As a business, it is even possible to use these platforms to upload a database list of your contacts so that customers that are signed into Google or Facebook can be targeted specifically.

Tips for leveraging your marketing and increasing conversions

  • Ensure that your website is properly set up for remarketing and that you have the necessary requirements in place to take advantage of this method of marketing (we can help with this!).
  • Segment your remarketing lists to differentiate between different pages or products. For example, you can separate people who have visited the ‘women’s boot’ category and the’men’s sandals’ category to ensure you can personalise the ads you show to these customers.
  • It should go without saying, but even with remarketing, your brand creative and story should match your overall strategy and have the same look and feel, and include a compelling call-to-action. (Again, if you don’t have a proper strategy in place, we can help).
  • Make sure you test different ad platforms, sizes and formats to reach as many customers as possible and increase conversion rates. 
  • Your current customers are your most loyal, but you can always upsell to them too. Create a specific list of their details and use it to advertise discounts or special promotions. 
  • Know when your audience would be active online and schedule your ads for when they are most likely to see them. For example, we find that older audiences might be online earlier in the day, whereas young audiences tend to scroll late at night. 
  • Ensure that your advertising spend is getting results. Keep testing and tweaking your campaigns to get the best return on investment for your own ads. Know what your conversion value is, and if you don’t feel the results are worth it, just stop!

All of this may seem out of your reach if you don’t have an e-commerce website or if your service offering is a bigger investment than the average sale, however, not all conversions have to be sales. A micro-conversion, as we call it, is just as important: this includes things like email signups, user registrations, social shares, comments or reviews, or reading a key piece of content. These micro-conversions act as a great starting point to target your audience and are also goals for you to focus on to increase your reach and brand awareness. 

At the end of the day, the aim of marketing is always to ensure that your brand is top of mind when that customer does decide that they are ready to buy your brand’s product or service. If you’re doing your job well enough, they will come directly to you to make that purchase.

If you feel that this is the key part of your marketing strategy that is missing, send us a mail and we can help you increase your conversion rates through remarketing.  

This article was previously published in the Feb/ Mar 2020 issue of Your Business Magazine


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