Remarketing is focussed on gaining the attention of those customers who are interested in a brand’s product or service but have turned that into a conversion. Remarketing should be based on a strategy to build an effective campaign. The following steps will help you set up a successful remarketing campaign:
- Segmentation of the campaign
The first step of any campaign is based on planning. So, to begin remarketing, the marketer has to decide which pages he/she wants to tag for the campaign. A quality remarketing campaign is simply based on high-value pages, so identify them as these pages will offer the best indicators that visitors who land there will want to purchase. Thereafter, closely analyse your sales funnel. This is so because customers who visited pages further through your sales funnel are more likely to respond to retargeting ads. Also, it is easier to identify the precise content that would interest them. So, instead of displaying general brand information directly, the retargeting ad should show content specific to the customers’ preference.
- Special coupons and deals for the retargeted consumers
Since the remarketing campaign is based on alluring people to get a conversion, give these people some added benefits. There must have been some reason why people abandoned their shopping cart or other conversion page and left without making a purchase. Coupons or giving special deals are excellent ways to catch their attention. We, human beings, love attention. So, offering people who had visited your page special coupons will make them feel special and that they got a special deal. This will incline them to visit your page and make a purchase.
- Duration to follow your past visitors with the ads
There is a fine line between displaying personalised ads to the customers and annoying them by bombarding them with ads endlessly. If done, then a superior ad experience can change into a negative one very quickly, ultimately harming the brand’s reputation. The appropriate duration for showing ads to your customers depends upon the type of industry. Brands with a longer buying cycle will have a longer period to display ads and vice-versa. The marketer must determine the number of times and the duration must be decided beforehand. However, experimentation is allowed.
- Targeting post-conversion customers with remarketing campaigns
The value of targeting those who have already made it into the conversion list mustn’t be underestimated. Usually, there are two types of post-conversion customers:
- Those who converted in a non-monetary way. Like they downloaded an e-book or signed up for a rewards program.
- Those who converted monetarily i.e. the ones who made an actual purchase.
The remarketing campaign can be used to target both of the groups. For the first group, nurture their interest with your ads and remarket to them with information about other services and features that your brand offers. Also, offer them special deals to turn them into first-time customers. For the second group, tap their expressed interest in your brand. Since they have already made a purchase, now is the time to show that you care about them. Offer them returning-customer deals and send alerts about new products.
- Target broader keywords
Build your ad campaigns around precise terms. This will boost the chances to bring the targeted audience directly to the page. A remarketing campaign is run to get the opportunity to expand your reach. The marketer who is running a remarketing campaign should allow broad searches. Since the people connecting are already interested, therefore create campaigns that target these terms. An added advantage is that it helps to control costs.
- Regular monitoring
A marketer should regularly monitor each aspect to see what performs well and what needs some adjustments. Also, track your ads over time. Decreasing interest implies that the ad copy becomes stale. Make some changes after a while to re-establish the higher rates. If not, then shorten the amount of time of displaying the ad to past visitors.
Ultimately, the success of the remarketing campaign depends on how people behave once they reach your website. Customers should be able to engage with your content and the rate of conversions should go high.
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