Why do you need a remarketing campaign and how to do it right?
Ever wonder how you could make good use of past traffic? Say you’ve run a fantastic marketing campaign and got loads of people visiting your site. The sad thing is, they’ve all taken a visit, scrolled around, but didn’t quite finish the deal as you’d expect. Maybe time to throw in the towel and move on?
Not so fast.
Introducing remarketing campaigns. That’s how you market to people who’ve already been exposed to your marketing efforts but haven’t done any specific actions. It’s an effective way to target people who have shown some interest in your brand and do that extra persuasion.
There are moments where you keep seeing the same ads over and over no matter which sites you are visiting. Right? This is a vivid remarketing example.
Since you’ve already targeted these leads before, you’re not exactly marketing to them. Instead, you’re “remarketing” to them, and that’s where the name comes from. But just like all other branches of digital marketing, remarketing is also all about customers’ interests and behaviors. So that’s why remarketing is to determine what customers are after and focus on that.
If you’re already using Google ads, all you need is to add a code to your site. This way, you can add your visitors to the remarketing audience through their browser cookies. Then, you can customize the code for different pages for different purposes and campaigns.
For example, you can tag a specific product page, the home page, or a page for any specific campaigns you’re running. One good rule of thumb is when you start your first remarketing campaign, start by targeting everyone who has viewed your homepage. Though it’ll cost more initially, it’ll help you capture more contacts at the start. And then, you can start creating narrowed-down ads to increase the relevance and lower the cost per click.
Besides the obvious reasons for winning your customers back and finishing the persuasion, how’s remarketing actually good for you?
Since 97% of people who visit your site for the first time will probably leave empty-handed, having a remarketing campaign lets people know your brand better. We’ve got 5 more advantages of having one. Ready?
1. Broader reach
The Google Display Network includes over 2 million websites and over 90% internet users. That’s the coverage other platforms like Facebook can’t provide since you’re the whole of the internet world.
2. Higher relevance
You’re able to customize your remarketing campaign based on users’ detailed interactions. If they considered books on UX before, you could create a segment for people interested in UX design. Besides, you can set campaigns based on devices, apps, geographical locations, languages, and languages. Since they’ve already looked up the product before, they’ve got to be interested in it in the first place.
You can always assess your remarketing campaigns’ performances on Google Ads. If you see one doing well, you always have the option of doubling down on it.
When users see your remarketing campaign, it reminds them of the product they considered. And since you’re charged by the click, you’re basically getting free exposure. Also, remarketing is a good addition to SEO, social referrals, and standard ads, so you’re creating a whole web of channels to capture those who’re already potentially interested.
Still not convinced? Let’s look at some stats. Did you know a user is far more likely to engage with a remarketing ad after seeing it several times before?
The conversion rate actually goes up about 5 to 6 times after seeing the same ad again. The average click-through rate (CTR) is almost 10 times higher than regular display ads, and 37% of customers click on the ad because they like what they see.
So now, what kind of remarketing campaigns are there? Here’re the 5 types. Let’s look at them one by one:
Standard remarketing: this one is simply showing your display ads to past visitors as they make their way to other websites. The most common one.
Customer list remarketing: when people upload contact information onto your website, you can specifically target them with Google ads.
Video remarketing: this involves targeting people who’ve previously viewed websites or videos. You can then set video ads that will display when they watch a YouTube video.
Dynamic remarketing: this involves serving visitors specific ads based on their interaction with your website. For example, if they’ve browsed your shoe catalog before, you can show them ads specifically about your latest shoe collection or even the exact pair of shoes they browse before.
Remarketing lists for search ads: this lets you customize your search ad campaign when they do follow-up searches after visiting your website
If you want your next remarketing campaign to be successful, read on. We’ve sourced a few tips on setting goals.
First, think about who you want to aim for. Usually, remarketing campaigns target people who didn’t take certain actions on a page, reached a certain checkout stage but fell short of completing the purchase, or haven’t seen the page you’d like them to see. The most obvious example would be an abandoned cart.
It’s good to mix and match since you’d probably be running multiple campaigns at a time, capturing different sorts of audiences. Once you’ve identified who you’d like to target, think about which pages you want to tag, which platform you’re focusing on, and whether you want to create custom pages for the campaigns you’re running.
Here’s some good news: setting up a remarketing campaign on Google is easier than you think. And for that, we’ve prepared a step-by-step guide for you.
Option 1: create via Google Ads
First, log on to Google Ads and select ‘Shared library’ on the left-hand sidebar. Then, choose ‘Audiences’ and find ‘Tag details’ to start adding the remarketing tags. Next, make sure you install tags on the relevant webpage on your site.
Once you’ve done that, you can start adding remarketing lists. First, go to the ‘Audience list’ section and find the ‘Remarking tab’. Then, add the type of remarketing list that suits you.
Option 2: create via Google Analytics
First, log on to Google Analytics, select ‘Admin’, find the link labeled ‘Audience definitions’, and select ‘Audiences’. Then, click on the ‘New audience’ button. Once you’re on that page, you can start specifying the type of remarketing you want to do, who you want to target, and for how long.
If you see yourself as the social media guru and want to do remarketing through social media platforms, we can testify that it works too. Here’s our quick guide on how to run remarketing campaigns on Instagram and Facebook.
Similar to Google Ads remarketing, Facebook remarketing shows your ads across the social media platform. When someone interacts with your brand, they’re tagged with a code just like with Google remarketing. Then you can run any specific ads and target them when they scroll on Facebook.
Log on to your Facebook Business Manager, then select ‘Tools’ and ‘Audience’ to get started. Then, select ‘Create audience’ and ‘Custom Audience’.
Once you’ve selected ‘Custom Audience’, you can choose which type of marketing list you want to create: customer list, website traffic, or app activity. For the first option, you can copy and paste the list or upload it as a file. For the second one, you need to first create and install Facebook pixel on all your pages. And for the final one, you can target those who’ve logged on to your app and perhaps send them a discount code via an ad.
Instead of sending ads to remind your potential customers, have you ever thought of utilizing those channels that your customer checks on regularly? Messaging app is definitely a place you cannot miss! The shopping cart reminder can be sent through WhatsApp automatically.
It is estimated that 73% of social sharing now happens on dark social channels where the social interactions cannot be tracked and measured by traditional analytics. Instant messaging is an example of dark social.
To achieve this, a basic WhatsApp business account is not enough. What you need is a social messaging CRM that can seamlessly integrate your eCommerce site. For example, SleekFlow, an omnichannel social commerce platform can natively integrate with Shopify platform. Shopify merchants can now set up automations via SleekFlow to streamline their whole commerce process. Triggering an automatic shopping cart WhatsApp reminder is an example. Real-time abandoned cart updates can help optimize conversions!
Know more about Shopify and live chat. Check out our blog Top 5 Live Chat Apps: Must-know Tricks for Shopify eCommerce Success.
To declare your remarketing campaign successful, surely you’d need to track different metrics, so you can get an idea of where you are and how you’re going. Depending on whether you’re focusing on leads or awareness, you can base your metrics on click-based or view-based conversions.
Click-based conversions like click-through rates measure how many of these people want to re-interact with who has licked on the ad you showed. If they’re interested in your brand, or if the ad is relevant, they’ll click on the ad and convert to our site.
Meanwhile, taking a view-based approach will show the number of people who saw your ad, did not click on it, but became interested and converted later. It represents people who still think of your brand enough to find it in other ways besides clicking on an ad.
And here are some metrics you can track:
Click-through rates (CTR)
Average cost per click
For CTR, the Google Ads remarketing benchmark is 3.17%, for CPC it’s USD2.69, and the conversion rate for remarketing display is 0.77%.
At SleekFlow, we handle all different extended functions and features to unlock the marketing potentials WhatsApp or other social messaging apps such as Facebook, Instagram, have to offer. Imagine you could immediately collect leads you’ve received at the moment you received the customers’ messages, they are already automatically segmented , labelled and assigned to a specific team. Remarketing automations can also be set up. To streamline workflow and improve effectiveness, automation should be your priority.
See how Lalamove, a logistic unicorn, manages its large network of drivers using SleekFlow.
Are you ready to take your remarketing to a higher level?