Remarketing: learn how to rescue the forgotten customer
Customer retention is a fundamental part of any business model, and the implementation of a remarketing strategy can be essential, even more so for the recovery of lost leads, providing growth, increased revenue and longevity in the business.
To face this challenge, which is to prevent a customer from leaving an e-commerce or marketplace page, you need to know why this happens.
Most customer journeys are similar, in which evaporative coolers arouse interest, for example, and leads, that is, potential buyers, even rehearse the acquisition, but for one reason or another end up abandoning the cart.
That's why appealing to the remarketing strategy is essential, being one of the main reasons why you end up seeing so many relevant ads on different websites and portals, right after visiting a landing page for a product or service.
What is remarketing?
Remarketing, also known as retargeting, is a very common and popular form of digital marketing, in which professionals in the advertising industry serve ads to users who have visited a specific website or webpage and who have or have not taken an action.
It's an effective way to target people who have already shown some interest in a car finance company or brand of a product or service.
Since you are targeting past visitors or existing customers, this is called remarketing.
In this case, you are offered a second chance to convert, sell, or retain customers with online ads or campaigns.
A company can remarket in different ways, using different ad platforms.
Regardless of how a business uses it, remarketing is an absolute must in every marketer's playbook.
What are the differences between remarketing and retargeting?
Remarketing and retargeting can be used interchangeably as they mean pretty much the same thing: campaigning to attract potential customers who have left a website without converting. But they have different ways of doing the process.
Retargeting generally refers to displaying ads in the form of banners and boxes on websites that implement an ad network.
This is done by uploading a website to a display network so that these interlinks can use cookies and other tracking tools to track a user's actions and history.
Display networks are interconnected to different platforms, including:
- Facebook Ads;
- Google Display Network,
- Instagram Ads;
- Microsoft Audience Network (Bing);
- Twitter Ads;
- Youtube Ads.
Remarketing, on the other hand, often refers to re-engaging lost visitors through email campaigns.
Whether a prestressed slab business is highlighting offers, promotions or reminders in emails, email remarketing means telling the mailing that the brand exists.
According to Google, remarketing offers the ability to show ads to users who have visited a certain website, or used apps available on mobile phones, smartphones or tablets.
This allows a third party to display relevant ads to potential customers and reconnect with those users.
Retargeting ads and email campaigns are essentially two sides of the same remarketing coin.
This can be done from a properly established remarketing campaign, in which the dots are connected through algorithms and users' own navigation.
5 types of remarketing campaigns
After developing a remarketing plan, you need to start implementing strategies to make campaigns work for a company, whether it's an international logistics company or a security services office.
Based on the target audience, different types of remarketing campaigns work better than others.
It all comes down to the process of increasing customer acquisition and retention, just as a brand aims to drive awareness and the type of leads it wants to get.
The following are 5 types of remarketing that can be implemented in a campaign.
1 - Standard remarketing
This is the typical campaign where the Google Display Network, Facebook Ads and Microsoft Audience Network will use the data that a business enters in the remarketing setup, and thus show audience or list display banners based on site visits.
2- Dynamic remarketing
Dynamic remarketing targets visitors who behave in a certain way on a website.
This could mean that they clicked on a specific link about 3d architectural design, viewed an interest section, or interacted with product and sales pages.
Because it is more straightforward in its remarketing approach, this type of campaign often performs well as the ads are relevant to a visitor's searches and actions.
From a customer perspective, a dynamic remarketing campaign can be a reminder of shopping cart items, a promotion, a free trial, or even an invitation to join a webinar.
3 - Remarketing done across multiple channels
Cross-channel remarketing is a term that encompasses Google's “Search Ads 360” program. It helps companies build lists of customers who click on a link on ACM price board or social ads using search and social engines.
All the marketing team has to do is create a remarketing list and select the search or social ads they want a specific audience to be added to, i.e. list the customers which bait they took.
Multi-channel remarketing is using a smart ranking tool to filter users through various means for re-engagement.
4 - Video remarketing
Video remarketing ads that are shown to millions of viewers after browsing a specific YouTube video or watching a video on a certain website.
The mindset behind this form of remarketing is the same as the others: the audience has interacted with the brand before. Therefore, they might like the factory that specializes in copper recycling better if they see it again.
These campaigns often involve displaying video ads before a person is going to watch, or those longer videos embedded at predetermined intervals.
Video display ads are located on the right side of the screen, above other recommended videos or playlists.
Best practices for getting the best ROI (Return Over Investment), i.e. return on investment, include testing different ad formats, serving mobile users, organizing lists, and using branding customization options.
5 - Email remarketing
There are 3 types of email remarketing creation, the first being adding an email list to the Google Display Network. The second is manual email remarketing and the third is the discovery campaign.
For the first type, the company simply adds to the existing list to target with display ads that address specific subjects, such as clinics specializing in varicocele treatment, among other ailments.
The second type of email remarketing is manually setting up campaigns to re-engage customers and audiences.
This falls under the category of “email marketing”, but the goals are the same as standard remarketing campaigns: recover potentially lost leads.
The third type of email remarketing uses a feature called discovery campaigns.
“Gmail remarketing” used to be the campaign to use for free email ads available from Google, but as of July 1, 2020, advertisers have not been able to create new Gmail ads or edit existing ones.
Instead, Google created Discovery campaigns to help businesses access YouTube Home and Watch Next feeds, Google Discover pages, Gmail promotions, social tabs, all in one space.
Benefits of remarketing by different points
The possibility of regaining potential customers has been a recurring activity in digital marketing campaigns, and this provides different benefits, being observed from different points of view.
For publishers: Retargeted ads generally get better CTRs (Click Through Rate), that is, click-through rates.
Users also tend to notice retargeted ads more than any other ad, which helps publishers fight banner blindness.
Combined, this helps publishers get a better inventory ranking in the market while improving their ad-related ROI.
On the other hand, advertisers who rely on remarketing avoid trouble finding interested users.
Based on users' previous engagement with products on the site, advertisers can easily display ads for the same or related products to spark interest.
A third point of view is possible from the users themselves. Once he finds a familiar product, this increases the chance of buying what was presented more than once.
Remarketing helps users by reminding them about interacting with a product, website or service, encouraging them to complete the purchase action.
Conclusion
Remarketing campaigns are a great resource to include in your marketing budget once a business has a stable user base.
Regardless of any of the available platforms, the same strategies apply and can be explored in short, medium and long term advertising campaigns.
Ultimately, any business that turns to remarketing needs to optimize campaigns, audiences, and ads to re-engage non-converting site visitors.
Using different types of display ads or copy to test which ones perform the best and optimizing accordingly can make all the difference in converting leads.
This text was originally developed by the Business Connection blog team, where you can find hundreds of informative content about different segments.
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