Wouldn’t it be great if every person that you put your ad in front of visited your landing page, went straight to the checkout, left you amazing feedback and then went on to become a lifelong customer?
Unfortunately, trying to get users through your sales funnel isn’t that linear. For one, there’s the issue of simply getting them to see your ad.
In 2016, Statistica reported that 236 million people were using an adblock plugin, and according to Business Insider UK, by 2020 over 100 million consumers in the US alone will use one.
Couple this with Google’s recent ‘mute ad’s option’ and you’ll probably be wondering if there’s any hope left in remarketing. However, this might just be the spur that your digital marketing strategy sorely needs.
What is remarketing?
Remarketing works by placing a cookie on your website visitors’ device. Their cookie ID is then added to your remarketing audience list. When they visit another site, your ad will then appear on that site, too. This means that your ad will follow them around to other sites, eventually causing them to return to yours.
Don’t be spammy, be strategic
You might think we’re in the midst of an adlergic pandemic, but the truth according to Google is that most people use adblockers because the ads are simply irrelevant to them.
So if you want authentic engagement from your visitors, it is crucial that you target them in specific segments.
Here are five ways to recharge your remarketing.
1. Tagging pages
The most common types of remarketing adverts are display, search, email and social media.
First, determine your demographic’s purchasing habits, considering their age and gender. This is crucial in keeping your ads highly relevant and specific to the user.
You can sharpen this by targeting users based on the pages they visit. For example: if they’ve shown interest by visiting your landing page once, you may want to re-emphasise how your product can solve their problems. This way you could gain a loyal customer and a higher cost sale.
Alternatively, if a user visits a specific product page, you could deepen your messaging with various models and price points to see if you can help them decide and drive them to buy.
2. Balancing the frequency of the ad
Technically you can set up a frequency or impressions cap, which will let you target your users as much or as little as your strategy requires.
If you’re developing relationships and leads then tone down the frequency with gentle reminders to keep them longer term.
If you’re offering a limited-time incentive, you may want to repeat your ad at a higher frequency over a shorter period to ensure the offer gets seen immediately.
But don’t stop here….
3. Offer incentives!
Get creative and give them something they really want. Repeating the same hollow ad will naturally agitate the consumer, so don’t fatigue your audience with the same design and message for the whole duration. Alter the incentive and push the offer further. If the target hasn’t clicked on an ad after 10-20 impressions, change the ad and measure the results.
For instance, if they ignore ‘15% off your first order’, you could offer them free shipping. This is a great way to entice your users to the checkout and increase leads rapidly.
In fact, a user who has only made a single visit to your site is still 70% more likely to convert from a casual visitor to a customer. Proof that a little reminder or incentive can be the difference between a sale and just another lost lead.
4. Analysis and benchmarking
Use search funnels
With human resources and time at stake, it’s no wonder companies get caught up in ‘business as usual’ syndrome and neglect to carry out analysis and benchmarking.
The average web site conversion rate is a little more than 2%. Yet only 61% of companies do less than 5 tests per month when it comes to focusing on conversion optimisation.
Taking the time to test and run experiments will give you a great depth of understanding as to where your users are dropping off and how you can combat the issue through your remarketing strategy.
Search funnels is a tool within AdWords that lets you analyse how users convert. The search funnels report will show you 3 things:
• Top paths – allows you to see how many times a campaign, ad group or a keyword was part of a path that ended with a conversion.
• Path length – shows how many times a user clicks before they convert.
• Time lag – shows how many days users take to convert after the first click on a PPC ad.
These insights can tell you: when your client looked for one of your products, when and where they clicked on your ad, and at which point they left. You can then plan your strategy around these behavioural clues.
5. Using LinkedIn’s Matched Audiences
LinkedIn’s Matched Audiences tool will let you remarket exclusively to LinkedIn members who have visited your website; you can target members by company, industry, skills, titles and more, by adding a LinkedIn insight tag. It provides enormous value and opportunity to target the people that matter most to your business.
You can then create multiple campaigns to target different segments of your audience throughout the customer life cycle, from awareness through to lead generation and retention.
Here’s a closer look at the three main targeting capabilities within Matched Audiences.
• Website retargeting
You can target LinkedIn members who have already visited your website and choose specific web pages as the basis for your retargeting. For example, you may be offering a free trial of your latest software, in which case you could target IT managers based in Europe, who visited your home page within the last 90 days.
• Account targeting
There are over 8 million Company Pages on LinkedIn, which makes targeting by company (or accounts) great for global campaigns. Simply select up to 100 companies, under the ‘Target a List of Accounts’ button, and hit create an audience.
You can zero in even further defining things like member gender, job seniority and years of experience.
• Targeting your e-mail contacts
You can also create an audience using your own list of email contacts, which Matched Audiences calls – contact targeting. This method is handy if all of your lead data is stored in automation platforms like Marketo, Oracle Eloqua or LiveRamp.
Use the change to your advantage
We can learn from the reasoning behind Google’s adblocking tool, which is to always put the user experience first and target consumers with better insight, thereby only showing ads to those who we know are interested. As a side effect, you could see higher performing ads on your site.
If your conversions from remarketing are lower but your overall conversions are still high you’ve done a fantastic job! It’s likely that you persuaded your customers to convert a lot quicker.