REMARKETING
Remarketing increases conversions, based on the premise that customers rarely buy after a first visit to a website.
It lets your ad be shown more than once to the same potential customer. That way, your offer is always present and they'll keep considering the purchase.
WHAT IS REMARKETING?
Remarketing means marketing to the same person again. The aim is to make an impact more than once on someone who has already shown interest in a product or service. Even after users have left the site, we can attract them again, bringing them back to complete the purchase.
This strategy lets you reach people who have previously interacted with your website without taking an action, such as a purchase or information request. It's a technique with good results, as you're only engaging with people who already know your brand.
WHAT ARE THE ADVANTAGES OF A REMARKETING STRATEGY?
The idea behind this strategy is to keep your brand front of mind while the customer is thinking it over. Compared with a standard campaign, remarketing has several advantages:
- It focuses on a user profile with high purchase potential;
- It has a higher conversion rate than campaigns in general;
- It increases how often ads are shown;
- It helps remove hesitation at checkout.
STRATEGY
Planning
Remarketing campaigns require planning so they don't lose their value. It's not enough to bombard users' screens with ads for your products and hope to wear them down. You need to make sure the advertising is relevant.
Buyer journey
It's important to remember that users are at different stages of the buying process: awareness, consideration, purchase or loyalty. You need to split them into lists according to the action they took. Remarketing to someone who only viewed a product in your online store must be different from remarketing to a customer who added the item to their cart or completed the purchase.
Cookies
When you visit a website that contains advertising, a cookie — a kind of "stamp" — is stored on your computer. That's how Google can identify the user and show ads for the product, service or website previously viewed on partner sites or on results pages.
Duration
The consumer will see new ads from the brand trying to convince them to convert for a set period of time. A remarketing campaign usually lasts 30 days, but this can vary depending on the platform and settings.
REMARKETING ON GOOGLE
It's important to keep showing your products and services to consumers while they research the subject. Some points to bear in mind:
- Optimising keyword bids to increase the chances of showing ads to people on your remarketing list;
- Lowering bids so you don't waste clicks on users who aren't potential buyers;
- Customising ad copy;
- Creating lists to optimise visitors.
REMARKETING ON FACEBOOK
It's a great option for increasing your online store's conversion rate and building customer loyalty. The social network is one of the most used in the world, with great potential for interaction with its users. Some points to bear in mind:
- Targeting correctly to fine-tune your reach;
- Analysing results regularly to optimise the campaign;
- Personalising ads;
- Updating ads when products change in stock, price, etc.;
- Reaching people who have interacted with your Facebook page;
- Promoting events.
REMARKETING ON INSTAGRAM
It's a powerful way to reach potential customers: those who have already shown interest in some of your business's content or products.
Have you ever searched for a product or service and then started seeing lots of ads about it? That's Remarketing at work! Some points to bear in mind:
- Targeting correctly to fine-tune your reach;
- Analysing results regularly to optimise the campaign;
- Personalising ads;
- Updating ads when products change in stock, price, etc.;
- Reaching people who have interacted with your Instagram page;
- Promoting events.
REMARKETING ON LINKEDIN
Keep your brand in the spotlight throughout the purchase decision process with LinkedIn retargeting.
- Personalising content based on how your audience has interacted with your brand;
- Speeding up the purchase decision process, from discovery to conversion;
- Targeting who sees the ads based on the pages they visited on your website;
- Personalising ads by giving visitors highly relevant content;
- Increasing conversions by tracking results in detail.
REMARKETING THROUGH EMAIL MARKETING
The aim is to reach a given audience a second, third, fourth or "umpteenth" time with the same product or service until they convert. Who hasn't visited a website, looked at a product or service and then received emails related to what they searched for?
The classic example is abandoned cart emails in ecommerce. Whenever a user adds products to their cart but doesn't complete the purchase, you can send them an email X hours after they abandoned it, showing the products they can still buy.
