The year 2016 was greeted with many changes in web behaviour; remarketing has become one of the main focuses for businesses with goals of generating relevant leads and brand awareness. To avoid losing control of the remarketing tool, digital marketers should know that:
1. Remarketing is when personalised ads are targeted at visitors who were unable to complete a desirable action on your website when they last visited (e.g. sign up, purchase). Visitors may be unable to complete a desirable action for a number of reason ranging from been abruptly logged out, poor internet connection, short attention span or change of device.
2. Remarketing is aimed at ensuring that previous visitors are not lost in the web. Ignoring remarketing as an ad tool is very because of the large impact it can have on sales lead of a company. Remarketing uses personalized ads to target previous visitors, this means that on their first visit, visitor’s information and demographics were gathered from the website. Remarketing codes can be added to the website to ensure accurate targeting.
3. Retargeting is often construed to mean remarketing, both are slightly different. Retargeting allows you use what people do on your website to create targeted ads for them while remarketing is sort of a broader term. A retargeting code is often added to the website to collect an anonymous list of visitors whose actions did not lead to any conversion. This list of people is then shown targeted ads with incentives such as discounts, bonus, coupons etc. A new retargeted ad list can also be made from visitors who have completed action on the website to ensure that they revisit the site. This ad might include promotions as an incentive to make visitors come back over and over again.
4. The greatest advantage of remarketing is that it shows your ad to people who are genuinely interested in what you offer. You can target past visitors and also people who may not know about your product, but are likely to be interested in it. This is done when custom remarketing campaigns replica to information gathered from your analytics is set up. Hence, new visitors that are likely to be interested in your product but have never heard about it can easily be targeted.
5. Remarketing can be used across different devices. For instance, if a person is unable to complete a desirable action on a desktop and switches to a tab or mobile phone, remarketing allows you target such a person. Your ad can be shown to the person as a reminder to complete action. Mobile app visitors can also be targeted.
6. The best way to ensure that leads are not lost is through targeted ads (remarketing). A typical visitor can surf up to 30 websites in a few hours and potential customers can be lost in the sea of the World Wide Web. Remarketing allows you reconnect with such visitors by showing your ad to them when they visit web pages relating to yours or type related terms on search engines.
7. Remarketing for Google ads can only be done using display network. This means remarketing or retargeting cannot be done on search network. Display network allows text, image, rich media, and video ads.
8. Remarketing can also be used across social media platforms. There are several conversions that were influenced by social media remarketing, often times these influences go unnoticed. Social media retargeting cannot be ignored if ROI is to be maximised.
9. For Facebook, remarketing can be done using Facebook pixel to target leads who which did not lead to conversion after visiting the website. Facebook data can be leveraged upon to reach potential customers by using targeted and personalised ads. Since there is no minimum budget for Facebook ads, it can easily fit into any company’s budget. Touchcore offers these services at affordable rates.
10. Facebook remarketing generally has a lower cost per click rate because your ad is shown to people as they go about their business on Facebook unlike search engines where your ad is shown to people who are actively searching. This could mean an increase in ROI on the long run because people are likely to click less on Facebook even after seeing the ad. They may just go visit your website through search engines.
11. Users who have completed an action and visited your thank you page can be excluded from your Facebook remarketing ad by adding a customised remarketing segment to your dashboard. This enables you pay for ads that are likely going to lead to conversion.
12. Again, on social media remarketing like Facebook, you can take advantage of social proof by showing ads to previous buyers or customers. This helps to ensure that previous customers interact with potential customers. Past customers could leave awesome reviews and comments on such ads. More often than not, potential customers read what previous customers have to say about a particular product before they make final purchase. This could boost confidence in your brand. READ Digital Marketing Strategies businesses need in 2017.