I have a dog named Wilbur. He is a very cool dog. Small, but not too small, and a tad on the co-dependent side. I find it can be hard to get alone time when he’s not smothering me and in need of affection. There are times when I’m working on the computer and can hear him breathing behind me, and I know he’s sitting there eyeballing me. I try to be still and not move or make eye contact. Until suddenly I flinch or turn and he knows that I know he’s there.
What does this have to do with marketing? I’m getting there…
Once I show interest in Wilbur, that’s his invitation to be at my heels, following me around everywhere I go. Once that begins, (and here is the most important point) I almost always pay attention and give him his desired affection.
Welcome to Wilbur Remarketing.
In this mini marketing series, we will focus on the main concepts of remarketing, and why most companies should be using it in their digital marketing campaign.
Remarketing, sometimes referred to as “retargeting,” is essentially your digital Wilbur. It comes in various forms of digital marketing nipping at your heels after you have shown interest in a company’s website, brand, or product. The marketing goal is that their advertisement will be seen when you’re ready to make a purchase.
There are many types of remarketing, but this series will focus on the main four; Site Remarketing, Email Remarketing, Search Remarketing, and Social Remarketing. In this article we will focus on the first.
Of the four main types, Site Remarketing is the most prevalent and basic. It works by adding tracking codes to your site, and then after a potential buyer shows interest, your ads follow them around and try to garner attention; be it a purchase, phone call, filling out a form or whatever your goal is. What makes this kind of advertising so valuable is that you are targeting (following) an audience that has already shown interest in your product.
For some of us who were born before 1980 and remember what privacy was, this can sound kind of creepy. Luckily for your business, like a bunch of frogs slowly being boiled in water, we have grown accustomed to this type of “in your face” marketing.
An important distinction here is that accustomed does not necessarily mean numb or fatigued. The click through rate on retargeted ads is much higher. According to research conducted by Retargeter, visitors retargeted with display ads are 70% more likely to convert on your website. Wow! See more stats below in an infographic compiled by Wishpond.
To keep the click through percentage high on your remarketing campaign, it is important to run a responsible campaign, and one that offers value to your customers.
Here are a few tips to help you get the most out of your new campaign:
Have a clear Call to Action
Your Call to Action is crucial for effective retargeting. Your customer already left your site once so they will need an extra incentive such as a discount, freebie or another enticing product. These should be well thought out and will take time to develop and test.
Segment your audience
Potential customers don’t all have the same needs or may not be swayed in the same way. The most effective way to address this is to segment your audience. For example, separating your audience by device (mobile vs desktop) can better meet your potential customers needs.
Ad Targeting by Group
Group targeting is smart advertising. Set up numerous types of ads to target groups in a way that best fulfills their needs. For example, show an entirely different ad to a customer who has left your site without purchasing your product versus one who purchased. You could show an incentive ad to the visitor who left without buying and show a related product advertisement or a customer loyalty incentive to the visitor who purchased previously.
Finally, I said it before but it’s worth repeating, running a responsible campaign that offers value to your customers is crucial. Take some time and look at your marketing campaign from your customers perspective. Think about what is working in your own personal experience online and apply that to your digital remarketing campaign.
Stay tuned for our next segment of this series focusing on Email Remarketing.