Congrats. You’ve built a great website with quality content to drive conversions. However, did you know that 96% of customers leave a website without converting? What about the fact that 70% of people abandon shopping carts without purchasing?
Almost 80% of consumers’ time spent online is outside of the search page, so how do you reach those consumers who were interested, but just didn’t quite convert? The answer, Remarketing.
What is Remarketing?
Remarketing is the placement of strategic ads targeted at customers who have visited your website, but didn’t convert. It gives you a second chance to stay top of mind throughout the sales cycle and bring customers back to your site to convert. The best part? You can even target these previous visitors with tailored ads based on which sections of your site they visited. Also, your ads could even appear on your competitors sites (if they are part of the same display network) while the consumer is searching for similar items. How’s that for an advantage?
How Does it Work?
- Add the remarketing tag to your website. This is just a small snippet of code that you can get from Google AdWords (or whatever display network you choose) to add across all pages on your site. This will target the visitors who come and don’t convert so that you can start building a list of prospects.
- Create remarketing lists. Here is where you can get very analytical and very granular. You can make a list for everyone who visited the page of a particular product, category, or who abandoned their shopping cart without converting.
- Build remarketing campaigns to target those lists. This is the fun part. Each of your lists will have a unique campaign built for it so you can be as crafty and creative as you want. Did a visitor put a pair of shoes in their cart, but leave before they purchased? Serve them with a 20% off coupon and watch them come running back. This is just one example of the many creative uses for remarketing campaigns.
With the remarketing tag across all pages of your website you can do audience segmentation for each campaign. As mentioned before, remarketing helps you to stay top of mind in all stages of the buying cycle. What about the end of the cycle? Remarketing allows you to reach people when they are most likely to buy. You can reach them right after they have visited your site to remain top of mind or you can reach out to them with an offer, a discount or coupon, to entice them to choose you over your competitor.
More Benefits of Remarketing:
- Ability to create tailored advertising- remarketing lists give you the ability to know exactly what your prospects are interested in. This way you can tailor your advertising or your offer to make it the most impactful.
- Large scale network- the Google Display Network has over 2 million websites in its reach. This means that you have 2 million chances to catch your prospect again.
- Efficient pricing- You have the ability to set your budget and can build campaigns and bid strategies that ensure you receive the most from your budget.
- Visibility and Tracking- with the GDN you will have the ability to see where you ads are showing and how your campaigns are performing. Most important, you’ll be able to see what you are paying and have the option to change your strategy.
Do you want more information on how to effectively remarket to your ideal audiences? Let Cardinal’s team of expert marketers teach you how to build a remarketing campaign.